Growing a Brand from a Product to a Lifestyle

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Tile is a compact Bluetooth tracker and app that helps you easily find your lost items. In 2015, after a successful experience selling directly to consumers, Tile called upon Noise 13 to develop a holistic retail customer experience. Since then, Noise 13 has collaborated with Tile across all core products, from packaging to POS displays, marketing materials, product naming, photography, content and all-around creative direction for the brand. 

As the company quickly grew and the family of products expanded, the Tile master brand needed an update and a stronger set of standards. By removing the Tile wordmark from the product shape, we retained the strengths of the original logo and maintained brand awareness during the transition to the new product line.

We also augmented the brand system in other ways. We created a system of custom icons that depict use cases for Tile devices, for both print and digital applications. To expand on Tile’s top down “I found it” photo style, we developed a library of images around how someone might use Tile devices. From location scouting and casting to art direction and styling, we also crafted an aesthetic for new lifestyle imagery that is visually engaging. 

Finally, we developed a custom retail and ecommerce packaging solution. Our goal was to create a balance between functionality and aesthetic that would feel elevated within each retail space. Through prototyping and careful consideration, we designed an optimized box that streamlined production and maintained a consistent brand experience no matter how many Tiles a customer wishes to purchase. 

In 2017, Noise 13 worked closely with Tile again, to help them launch their new Pro Series product line. This included new product and product line naming, product packaging, POS and marketing visuals, and more product and lifestyle photography.

We admit it: we’re human, and we lose stuff, too. When we took on this project with Tile, we were designing each item with consumers in mind, but also ourselves. As users of these great devices and app, we may lose our keys or our phone, but we never lose our cool!


Brand extension
Product naming & messaging
POS & advertising


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