Client: B&W Loudspeakers
Project: Product brochures
Date: 2000 - date

B&W is a pioneering, design-led manufacturer of loudspeakers based in the south of England. Its products sell all over the world, and cover all sections of the market, from high-end models for recording studios to high street products for the budget-conscious music buff. The company is constantly renewing its product ranges and their attendant literature.

In 2000, having tried out different copywriters on a string of brochure projects, B&W was in need of a fresh, distinctive and consistent tone of voice. The challenge was to focus on describing the experience offered by the speakers, rather than concentrating on the complex technologies inside them. Jargon was abandoned, and text was made warmer, more human and more conversational, while still conveying the technical achievements of the products.

New brochures for almost the entire B&W range, all designed by Thomas Manss & Co, have now been completed, and other copywriting commissions for B&W have also followed, including a corporate brochure and a consumer microsite. 

"Among the more esoteric pastimes enjoyed at B&W's University of Sound is the auditioning of components for the crossover filters. Capacitors, in particular, elicit endless hours of study..."