Challenge

For decades, Knowles was widely recognized as an audio-first company, largely due to its market leadership in micro-acoustic components. But with the strategic sale of its Consumer MEMS Microphone division, that perception no longer reflected the company’s business reality.

Despite a strong and growing portfolio in precision devices, specialty components, and engineered solutions, the market continued to define Knowles through an outdated audio-only lens. This created a critical positioning gap:

• Analysts and investors lacked clarity on the company’s new strategic direction.

• Customers still associated Knowles with consumer audio rather than high-performance components.

• The brand narrative, visual identity, and messaging failed to articulate the company’s evolution.

Knowles needed a comprehensive repositioning to establish itself as an innovative electronic components and solutions company, align internal and external audiences, and set the stage for a high-visibility Investor Day that would announce its renewed direction.

Suggested image placement:
– Legacy “audio-first” marketing assets
– Diagram illustrating transition from “audio” → “precision components & engineered solutions”

Objectives

1. Reposition Knowles as a forward-looking electronic components and engineered solutions company.

2. Create clear, compelling brand messaging and a strategic narrative connecting legacy strengths to future innovation.

3. Refresh the visual identity to improve clarity, consistency, and credibility.

4. Roll out the new brand internally to ensure alignment across all teams.

5. Support marketing and HR with updated communications and ongoing asset development.

6. Develop and execute a successful Investor Day to communicate the company’s evolution to the investment community.

Approach

1. Strategic Brand Repositioning

I led a comprehensive repositioning initiative grounded in market research, competitive analysis, and stakeholder interviews.
The resulting brand platform positioned Knowles as a precision technology company building high-performance components and solutions for next-generation applications.

Deliverables included:

• Brand positioning statement

• Messaging architecture

• Narrative pillars

• Audience-specific value propositions

Suggested image placement:
– Brand platform frameworks
– Messaging architecture visuals

2. Visual Identity Refresh

To reinforce the new positioning, I evolved the visual brand to feel more modern, precise, and engineering-forward.

Updates included:

• Color palette, typography, and imagery

• Design system for digital and print

• Executive and sales presentation templates

• Refined brand voice and tone

Suggested image placement:
– Before/after brand system
– Updated slide templates and collateral

3. Internal Brand Rollout

A successful repositioning required internal alignment. I helped lead a company-wide rollout through clear guidelines, toolkits, and ongoing asset development.

Internal deliverables:

• Brand guidelines

• Employee communication packages

• Messaging toolkits

• Department-level asset refreshes

4. Ongoing Creative + Marketing Support

Following the rollout, I continued to support Knowles across marketing, HR, and executive communications, including:

• Website content refreshes

• Sales and product collateral

• Recruiting materials

• Corporate and investor presentations

Suggested image placement:
– Examples of updated marketing + HR assets

5. High-Stakes Investor Day Production

The repositioning culminated in a critical Investor Day, where Knowles presented its new strategic direction to analysts and shareholders.

I supported:

• Narrative development and flow

• Executive presentation design

• High-impact visuals for financial and technology content

• Consistent messaging across all event materials

Outcome:
The Investor Day was well received by the investment community and reinforced Knowles’ renewed strategic clarity and long-term growth story.

Suggested supporting data:
– Analyst coverage excerpts
– Attendance and engagement metrics
– Event satisfaction or sentiment indicators

Impact

Stronger Market Understanding

The refreshed positioning helped clearly articulate Knowles’ evolution from audio to advanced electronic components.

Internal Alignment

Marketing, HR, product teams, and executives adopted consistent brand language and tools.

Increased Investor Confidence

One of the strongest indicators of success is the increase in Knowles’ stock price from May 2025 to today, reflecting renewed investor confidence in the company’s direction and messaging.

Suggested placement:
– Simple line chart showing stock growth
– High-level KPI callouts

Results Snapshot (Suggested Visual Section)

Include metrics such as:

• ↑ Stock price growth

• ↑ Website engagement post-rollout

• ↑ Analyst sentiment shift

• ↑ Internal adoption of new brand tools

• ↑ Consistency across marketing and HR assets

Suggested image placement:
– KPI cards, charts, performance visuals

Conclusion

Through strategic repositioning, refreshed brand identity, and comprehensive rollout across marketing, HR, and investor communications, Knowles successfully shifted market perception from an audio-first company to a forward-looking electronic components leader. The work culminated in a successful Investor Day and measurable improvement in investor sentiment — demonstrating the power of clear, confident positioning and unified communication.