XRAI Glass
Branding revolutionary smart glasses with a life-changing, lifestyle-first strategy.
Background
XRAI Glass aimed to launch its revolutionary software, which converts audio into real-time subtitles on smart glasses, in the UK and US. We chose to launch the product first to the deaf community, where XRAI Glass provides significant enhancement, to ensure it made the greatest impact.
How we got there
We positioned XRAI Glass as a lifestyle brand that enhances everyday experiences, ensuring it is seen as an enrichment rather than a replacement for existing communication methods.
Branding
A positioning, brand messaging platform, new visual system and brand guidelines were developed, forming the basis of an integrated campaign featuring deaf and hard-of-hearing influencers sharing their emotional first experiences with XRAI Glass.
Content World
We developed new photography and film content for social media, campaigns, and web design, along with editorial-style assets for publications to use freely.
Louder Together
Deaf and hard-of-hearing influencers became brand ambassadors after documenting their first experience with XRAI Glass, generating huge global organic reach and credibility.
'Bringing a new product to market is never easy, getting it in front of more than 3.3bn viewers is almost impossible. However, Boldspace made this a reality for us in no less than 5 weeks! We cannot thank the team enough for all their hard work and expert execution. We've never experienced such a professional service and we can't wait to experience it again and again.'
Mitchell Feldman
Chief Sales & Marketing Advisor