DESIGNER

Runn Kiriruangchai

PROFILE/DESCRIPTION

Yamaha is a company that sells instruments and music equipment (reeds, piano pedals, etc.). The goal of Yamaha is to create high quality instruments that will inspire people to play music, regardless of current skill level. Yamaha also sells audio equipment, and their sister company Yamaha Motors sells primarily motorcycles. For this assignment, I will primarily be focusing on the instruments that they sell (pianos in particular).

Gutenberg, NY is a city with household income primarily ranging from $50k to $75k per year. The social group “Multi-cultural mosaic” is described as coming from a multicultural background, with midscale income. People who are in this social group will have a wide range of backgrounds, making it all the more important to stress how the company is for anyone. 

Brand advantages: 

• Well known
• High quality products

Brand attributes:

• Accessible
• High quality
• Trustworthy
• Mature

Brand experience:

• Knowledgeable 
• Approachable
• Reliable

GOALS

I want to make Yamaha accessible to anyone, especially people who may not be primarily passionate about music as a hobby.