Brand strategy, identity and website for a Swiss tech startup — a CES Innovation Award, a funded Kickstarter campaign and 2 million CHF in seed funding
TYXIT
THE SITUATION
TYXIT is a Swiss startup that developed an ultra-low-latency wireless connection between musical instruments, controlled from a smartphone. Musicians lose half their rehearsals to cables and heavy setups instead of playing — TYXIT wanted to give that time back. But the market belongs to giants like Shure, Behringer and Zoom, and the technology was new and untested. Ahead of the trade shows and a crowdfunding campaign, the company needed a brand that would make a strong first impression and win musicians' trust.
WHAT WE DID
We started by researching live musicians and the competition, to understand what really holds them back and how TYXIT could stand apart from the giants in the market. That way the brand's messages spoke directly to the problem musicians know from every rehearsal, rather than to the product's technical specs. The identity had to make an unknown company memorable at first sight and give it the confidence to stand alongside established brands. The 3D visualisations and product trailer let musicians see and understand the product before it was in their hands — key to building trust in an untested technology. The website and the NAMM 2020 booth worked as one system: the booth drew attention and let people test the product on the spot, while the website turned that interest into sign-ups and contacts, with every visit from the show trackable. The branded materials turned the first fans and partners into ambassadors for the brand, and the Kickstarter graphics set up a campaign that explains the problem, shows the solution and gathers a community around the idea of freedom from cables.
TEAM
Brand strategy: Atanas Dzhingarov · Creative direction: Alexander Petrov · 3D animation: Andrey Andronov · Print: Inkpression · Textile print: DST studio
THE RESULT
TYXIT reached the market with a brand that speaks musicians' language. The product won a CES Innovation Award 2020 in Las Vegas for design and engineering, the T·ONE Kickstarter campaign was successfully funded, and the company closed a 2 million Swiss franc seed round and made the TOP 100 Swiss Startups ranking in 2022. The partnership continued with several other projects — among them a concert in which one band played in sync across two jazz festivals, Montreux and Vienna, 900 km apart, for which we did the video editing and visual design.
WORDS FROM THE CLIENT
Embrand studio did an awesome job on our branding. They proposed multiple options, with a lot of explanation of their impact on the target audience. We were very impressed, and we managed to do great work together.
Raphaël Buache — Co-founder @ TYXIT
