IRIS

Context

Develop a substantive, industry-disrupting brand identity for IRIS, a new audio brand promising to change the way see, live, and experience sound in the world around us.

Strategy

Lean into the science, technology, and sustainable philosophy at the heart of IRIS to tell a brand story that goes beyond product and shows people how better sound can shape a better world.

Solution

A compelling brand foundation, logo, and visual identity position IRIS as an experience, a ritual, a lifestyle, helping the start-up raise 322% of their crowdfunding goal one week after launching their first product.

Brand Strategy

Visual Identity

Brand Growth

Brand Strategy

Defining IRIS as an audio brand on a mission to reshape the culture of sound.

After doing a deep dive into the science and technology of 3D audio, we developed an initial strategy, vision, and tone of voice for the IRIS brand, helping to position the company as a bold, experimental, and human-first alternative to the current chaos of the emerging, immersive audio industry.

By demonstrating all of the ways IRIS is working every day to ignite a movement to Listen Well – from drastically improving sound quality and dynamics to its potentials for wellness, science, and sustainability — we helped take the IRIS brand from concept to market, using compassionate storytelling to attract funding and interest in its initial investment and planning phases.

Visual Identity

IRIS’ logo, palette, design and imagery also work together to paint a picture of a modern and connected world of sound.

In the logo and lettermark, two interlocking pieces of the IRIS ’S’ represent the formation of a living system; the internal and external; and the intersection of immersive technology and progressive biology. This mark served as a creative starting point for palette, brand imagery, web design, and CGI product renderings by Twenty Third C that spotlight the new world of sound the audio brand stands for. Our logo is now featured across a vast array of IRIS-designed products and packaging, from app buttons to internal headphone components to Red Bull Racing headsets custom created for the brand’s official audio partnership with Aston Martin.

Photography and CGI animation: Hot Icarus + 23rdC

IRIS Aston Martin Red Bull Headphones Back

IRIS Aston Martin Red Bull Headphones Closeup

Brand Growth

Since launch, IRIS has made good on its brand mission to 'Listen Well’.

IRIS licenses its proprietary technology to companies that cover all verticals which make up its audio ecosystem. Through its network of global partners, they are taking ‘Active Listening’ to the world, enabling a greater number of users to 'Listen Well’ through a wide range of hardware and software solutions.

The brand’s most high-profile partnership to date is its partnership with Red Bull Racing, bringing audio innovation to the world of F1. IRIS enabled audio has been implemented into the Red Bull Racing simulator to enhance training and is used by team engineers on the pit wall during events. In an environment where milliseconds make the difference, optimum clarity amid the uncertainty of the race track is crucial.