Creating a new brand for the next generation of buyers
Furrion spent 13 years as a leading manufacturer of audiovisual equipment, appliances and power solutions for specialty vehicles, luxury RVs, yachts and consumer industries. But the founders wanted to expand into the home appliance market, which required investing in brand building to articulate their vision and strengthen their relationship with end consumers. Additionally, the brand needed permission to stretch into adjacent business areas, including net-zero energy systems, robotics and futuristic luxury recreational vehicles for a new generation of buyers.
Prophet worked closely with Furrion’s leadership team to uncover and articulate a powerful brand purpose, promise and set of differentiating principles that would capture their expansive growth ambitions and help shape the brand for future growth. Next, we upgraded their logo and visual identity system to ensure the brand expression reflected the new story. We then brought the brand to life across a comprehensive new e-commerce website and brand film.
The brand was unveiled to much acclaim at CES in Las Vegas, the world’s biggest consumer electronics show. The exhibit featured show stoppers such as a 20-foot racing mechanical robot, and Elysium, a concept RV with a helicopter and hot tub on the roof.
The new Furrion logo was showcased on all show elements, with the brand film playing on a loop on a 20-foot screen. The result: a CES ‘Best of Show’ award, over half a billion media impressions, a surge in inquiries from distributors and an invitation from HBO for both the robot and Elysium to appear in the next series of hit comedy show, Silicon Valley.
In 2018, Furrion was awarded a gold award for ‘Best Visual Identity from the Technology, Media and Telecommunications’ category and a silver award for the ‘Best Brand Development Project to Reflect a Changed Mission/Value/Positioning’ at the APAC Transform Awards.