Grammy-winning producer Mike Dean — known best as the mind behind Kanye West’s most popular songs — saw an opportunity to develop specialized headphones using planar magnetic sound technology in a market driven by lifestyle brands. Intense market research helped segment the customer base and develop psychographic profiles to identify audio products that fell adjacent to high-fidelity headphones. We tested our assumptions and learned there are a lot of audiophiles who appreciated quality hardware, but couldn’t afford it (because they’re young, starving artists). Think Creative was part of the founding team contributing headphone product design featuring the audio technology developed by our partners. We focused on brand innovation, market positioning and the go-to-market strategy for their successful launch.