Brand Identity and Digital System for 802 Labs
Further renamed Bose Professional as 802 LABS and built its identity from the physical patterns of sound.
Further developed the brand identity and digital ecosystem for 802 Labs, the newly independent professional audio division formerly part of Bose. The work redefined the company’s positioning around human connection and technical mastery, introducing a flexible visual system inspired by the physical patterns of sound. A generative tool and redesigned interface extended the brand into product experiences, uniting hardware, software, and service under one cohesive vision.
Insights
- After Bose Professional separated from Bose Corporation in 2023, Further treated the task as the creation of an independent company, not a cosmetic removal of the Bose name.
- The name 802 LABS comes from the Bose 802 loudspeaker, preserving a link to one of the division's early and influential professional products.
- Research across five major markets showed that customer loyalty rested on relationships and problem-solving as much as engineering, leading to the positioning “pro audio, made human.”
- Chladni patterns make sound vibration visible and power both the identity and a custom sound-reactive generator; the same logic was carried into control software, joining brand, hardware, software and service.
- Further Rebrands 802 LABS with New Name, Logo, and Identity — underconsideration.com
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