Signal Audio
Loud colour for headphones built to go quiet.
↗1.2M launch views
(01) Overview
Signal makes noise-cancelling headphones engineered in Berlin. For their first consumer launch they needed an identity, a launch site and a campaign that could compete with brands spending a hundred times more.
(02) The challenge
What stood in the way.
The category is a sea of matte black and whispered taglines. Signal’s product is genuinely quieter — but “quiet” is a hard thing to show in a loud feed.
(03) The approach
How we cracked it.
We flipped it: the brand is loud so the product can be silent. Acid lime, concentric soundwave type and a site where the page literally goes still when you put the headphones on. The campaign ran on one idea — “Turn the world down.”
(04) Results
What moved.
Measured 90 days after launch against the baseline we agreed in week one.
Launch-week views
Pre-orders
Branded search
We launched against giants and still got the headlines. The brand did the shouting so we didn’t have to.
Jonas Weber
Co-founder, Signal
(05) Credits
Nadia HaddadLisbon
Theo LindqvistLisbon
Kai TanakaTokyo
Idris MensahNew York
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