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"fuseproject is a cornerstone of how we built the Jawbone brand and business into a success" Hosain Rahman, CEO Jawbone. We have developed, directed and infused every element of the Jawbone brand resulting in the best selling Bluetooth headset and a leading visionary company. A coordinated brand strategy, product, packaging, collateral, communication and art direction has established Jawbone as its own category - Earware(TM): setting the stage for a leader in personal communication accessories. Following the success of the first Jawbone, the next step was to create a headset that improved on the technology, usability and design. The new Jawbone is designed to look and feel like an accessory along the lines of jewelry and eyewear. This philosophy was applied from the unique product design details of the Jawbone which are minimal and refined, to the jewelry box packaging, in-store displays and experiences, all the way to the website and brand identity. Unseen in the headset sector, Jawbone's brand + product story has driven notable performance in media and the market: Well into several million units sold, the Jawbone products and brand is set to become a premium mobile accessory company far into the future.<<