Dolby Brand Evolution
With over 50 years of heritage, Dolby has historically been a B2B brand whose marketing focused primarily on product partners and licensees. When Todd Pendleton came on as CMO, the marketing team set out to make a significant shift toward brand marketing to consumers, thereby driving demand for premium entertainment experiences in Dolby.
This fundamental shift in marketing led us to reimagine Dolby’s brand architecture, positioning, value prop, identity, and visual design system. The intent of the rebrand was three-fold: 1) give consumers a reason to believe in Dolby by elevating “why” consumers should care about experiences in Dolby, versus “what” technology products Dolby offers; 2) evolve Dolby into a more relatable and friendly brand; and 3) build on Dolby’s existing brand recognition and equity.
Entirely conceived in-house, the new brand system refreshed Dolby’s master brand and 11 product technology brands across all touch points including brand and design strategy, voice and tone, logo, typography, color, photography, video, motion graphics, iconography, and UI/UX. The refresh included brand localization in 29 languages and was implemented across both owned and partner hardware and digital applications, as well as physical properties around the world.
I managed the brand and design team during the development, execution, and launch of the rebrand, as well as orchestrated the rebrand sell-in to senior leadership and rebrand launch/rollout planning across Marketing (Product Marketing, PR, Digital, Content), and other key internal departments like Legal and Internal Communications. Additionally, I managed our brand design agency in their production support of brand guideline materials.
ECD: Peter Michaelian
Brand and Design Operations: Lien Nguyen
Brand Strategy: Yuhan Chiueh
Brand Design Leads: Andrew Durano, Brooke Stewart, Najwa Aboselham, Nina Luong
Brand Design Support: Spencer Kelly, Drew Walcott
Motion Design: Jakub Siwak
UI UX Design: Andrew Durano, Eugene Chen, Grzegorz Rausch, Kornelia Stronska, Najwa Aboselham, Oscar Oto
Brand Design Production Agency: Implementation Management Partners
This brand evolution video was used to sell in the refreshed brand to the Dolby board and family, as well as helped introduce our new identity to employees and external partners.
