Tom Dougherty, CEO – Stealing Share
30 April 2019
Teenage Engineering, a brand of sound with nuance
Recently, the crew at Stealing Share dove into rebranding the cymbal giant, Sabian. This brought us to Sabian’s Canadian headquarters where each cymbal is constructed by hand. (And it was intoxicating to watch.) It also brought us out west to the NAMM showcase. NAMM, or the National Association of Music Merchants, pulls in instrument distributors from around the world, Which makes for an “I need everything in this immediate vicinity” kind of experience. I was especially fascinated with Teenage Engineering.
Teenage Engineering is a boutique electronics creator from Sweden with a focus on synthesizers, sequencers and wireless audio-equipment. Its flagship synthesizer, the OP-1, is a pristinely crafted piece of machinery. Users can easily tweak parameters, instantaneously create samples, record on a 4-track, and mix with effects. All these attributes wrap up in a unit that breathes with simplistic creativity. Nothing, and I mean nothing, in the industry looks like it. Except for all the other Teenage Engineering products.
“Then there’s the name. For the life of me, I can’t find the origins of the name. But it’s intriguing as hell. It suggests a free spirit willing to try anything.”
Every nuance of Teenage Engineering is purposeful
We always tell clients (including Sabian) to curate their offerings with discipline, simplicity and superior design. Anything that looks careless prompts prospects to figure you don’t take our brand seriously. And if you don’t take your brand seriously, how is anyone else going to?
Visit the Teenage Engineering homepage and you’ll find a clutter-free experience. It treats its products as works of art (which they are). In fact, they even sell posters of its products that would make for beautiful office art.
What’s more, Teenage Engineering devices follow a color palette that would make Joan Miro proud. And each device incorporates geometric-themed components that intuitively work together.
Like any meaningful brand, Teenage Engineering features a backstory. The company was founded by Stig Carlsson, a legendary figure who started making sound boxes in the early 50s. Then there’s the name. For the life of me, I can’t find the origins of the name. But it’s intriguing as hell. It suggests a free spirit willing to try anything.
Not all that different from Sabian’s position of “Unbound.”
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