Shure updates packaging for its legendary SM microphones
Celebrated microphones get a bold new look
SAN DIEGO, January 19, 2009 - This week at The 2009 NAMM Show, Shure unveiled new packaging for its best-selling SM Microphones; the latest step in a comprehensive brand refresh that began three years ago with brand design partner, San Diego-based MiresBall.
Shure, the legendary audio equipment brand, originally launched its SM line in 1965. Quickly achieving widespread acceptance, the SM 57 has been the microphone used on every U.S. president’s lectern since Lyndon B. Johnson. And the SM58® vocal microphone is a mainstay for live performances around the world, known for its perfect combination of excellent sound quality and rugged durability.
The "Legendary Performance" tagline, developed as part of the Shure brand refresh, served as a foundation for the current packaging effort. Looking to better tell the story around each of its wired microphone lines, Shure set its sights on the renowned SM series.
To bring this vision to life, Shure turned again to MiresBall. The two companies collaborated closely on the new packaging to ensure the end result was as authentic as it was dramatic.
"MiresBall has a keen understanding of the Shure brand, helping us develop our 'Legendary Performance' brand essence and bring it to life." said Peter Herr, Manager of Integrated Marketing for Shure. "Their strength in design execution builds on that understanding, and it made them the natural choice to design the SM packaging."
The SM58 had developed a storied reputation among musicians for its workhorse reliability and sound quality. However, its packaging was plain and simple; a photo of the microphone on a stark white background.
"We saw a great opportunity for the packaging to reinforce the strengths and personality of the SM line. The mics have a rich heritage, and we wanted to tell the story visually," said partner and creative director John Ball.
As redesigned by MiresBall, the new packaging evokes the live performance legacy and time-tested durability of Shure SM Microphones. Rather than using standard product images, MiresBall had the mics photographed on stages, amplifiers, and instrument cases – each one scratched and weathered from years of use.
By capturing the qualities that have earned SM Microphones a place in the hearts – and gear bags – of touring musicians around the world, the new packaging continues to build brand loyalty and positions the line for ongoing growth.
About Shure
Founded in 1925, Shure is a global leader in audio equipment manufacturing with products for consumer and professional markets. Known for its reputation for sound quality and product performance, the product lines include microphones, turntable cartridges and wireless gear. Shure is headquartered in Niles, IL with offices in Germany and Hong Kong. For more information, visit www.shure.com.
About MiresBall
MiresBall develops the strategy, narrative, and visuals to help companies from innovative start-ups to established global leaders communicate with clarity and authenticity. For more information visit www.miresball.com.