What they were up against.

Self-described tenacious innovators, consumer electronics company King Controls has never stopped evolving since it was founded in 1985. In that time, the brand went from a manufacturer of electronic vehicle systems to a consumer-facing satellite antenna equipment company. Today, they’re a leading brand in the manufacture and sale of satellite antennas and accessories worldwide.

While the company changed dramatically, the brand hadn’t kept pace. The result was an ever-expanding portfolio of products that lacked strategy and positionind..In a fight for retail space and distributor partnerships with category leader Winegard Company, King Controls was in need of consumer-friendly strategies and branding that could ultimately take their organization to the next level.

What we did to help.

We started with a brand promise: Simply better, by design. It was a mantra that separated them both inside the category and at large. We set out to infuse this principle into every aspect of the brand. Our brand language would be straightforward and clear, with consumer ease in mind. Similarly, our sales approach would be bold and recognizable, allowing the brand strengths to shine.

But it wasn’t enough to live the new approach—King Controls had to look the part. The first step would be pairing the new philosophy with a bold and clear name to match. King Controls would become simply KING, and the brand’s reimagined design and aesthetic would be just as impactful.

We reflected this strength and minimalism in a reinvented brand. Bold, graphic, bright colors and simple patterns brought the idea to life in packaging, collateral and even interior design. Ultimately, we brought the “Simply better, by design” mantra to life through reimagined advertising and communications, supporting the change with print, digital and B2B advertising, and a completely redesigned website equipped to educate consumers and engage partners, as simply as possible.