Elite needed its own identity. Not a premium sticker on a mass-market brand. Something built from zero that could hold its own on the shelf and at the show.
BOSS Audio introduced Elite as its performance tier, targeting car audio buyers who cared about build quality and were willing to pay for it. The problem: Elite looked like BOSS with a different sticker.
The ask was clear. Build an identity that separates Elite from its parent brand, competes with best-in-class audio hardware, and works everywhere — packaging, catalogs, trade shows, digital, merch.
Brand Direction
Identity
3D Product Imagery
“We didn't redesign a sub-brand. We gave 5,000 dealers a reason to put Elite at eye level.”George Maraun — Art Director, Creative Lead
Elite had the product and the price point. What it didn't have was a visual system that justified either. Every piece here was created to close that gap — fast enough to hit a 5,000-dealer rollout window.
Most premium audio brands have decades behind them. Elite had a lineup and a price tag. The identity had to create that perception from nothing, hold up across packaging and 20-foot trade show walls, and ship on a dealer timeline that didn't care about creative process.
Started with architecture: how does the system need to flex? Tested every component against the whole — does the soundwave pattern hold at 6 inches and 6 feet? Only locked things down once they earned their place across every format.
The Amoeba Soundwave was the breakthrough. A static logo can't carry a premium audio brand on its own. The soundwave gave Elite something that moved, breathed, and worked across screen, print, and physical space.
Dark, sharp, built for premium audio hardware.