The AV industry is full of great technology, but as a brand marketer, I'm often more interested in the brands behind it.

The companies that stand out aren't always the biggest or the most innovative. More often than not, they're the brands with a clear point of view, a distinctive personality and the confidence to do things differently.

This isn't a ranking or an endorsement. They're simply brands I admire because they bring something fresh, creative, authentic or distinctive to the table.

In no particular order...

Disguise

Disguise is a media server and experience technology company serving the live events, broadcast, virtual production and immersive experience markets.

Since the transition from d3 to Disguise, I've always admired the brand.

In an industry where many companies still look and sound quite technical, Disguise feels different. The visual identity is bold, modern and unmistakably premium. The combination of a monochrome base with vibrant accent colours creates a look that feels fresh, future-focused and instantly recognisable.

I particularly love the way colour is used throughout the brand. Bright gradients and contrasting colour combinations bring energy and creativity without ever feeling cluttered or overdesigned. The result is a visual style that feels slick, confident and contemporary.

The use of geometric 3D forms is another detail I admire. They're visually striking in their own right, but also feel like a subtle nod to the worlds of visualisation, content creation and immersive experiences that Disguise helps bring to life.

The tone of voice is equally strong. Whether it's the website, social media or product messaging, the communication is clear, authoritative and purposeful. There's a consistency that gives the brand real confidence.

I'd be lying if I said Disguise hadn't influenced some of my own thinking around branding over the years. For me, Disguise is proof that good design isn't decoration – it's a strategic tool that shapes how a brand is perceived.

Huddly

Huddly creates AI-powered cameras designed to make meetings smarter and more inclusive.

I've always had a soft spot for Scandinavian brands, and Huddly is no exception.

The branding is clean, understated and timeless. Predominantly black and white, with a simple, functional design language that feels distinctly Nordic. Nothing feels forced or overdesigned. There's a confidence in its simplicity that I really admire.

What I love most about the brand, however, is its personality.

The AV industry can sometimes take itself a little too seriously. Product launches become feature lists, trade show videos become corporate highlight reels and everyone starts sounding the same.

Huddly manages to avoid that.

Their content is consistently professional, but never boring. A big part of that is Huddly's flying reporter Jørgen, who pops up throughout their event coverage and product videos. The format is simple, but it works brilliantly.‍ ‍

The videos are funny, self-aware and genuinely entertaining whilst still communicating the message. Even product setup and unboxing videos feel more engaging than they have any right to be.

For me, Huddly is a great reminder that humour is one of the most underrated tools in B2B marketing. Done badly, it can feel forced. Done well, it makes brands more memorable, relatable and ultimately more human.

Huddly gets that balance just right.

Production Park

Design & build by Peter & Paul

Production Park is home to a diverse mix of studios, businesses, education facilities and creative talent, all centred around the live events, entertainment and production industries.

Visually, the brand feels fresh, modern and energetic. I love the use of colour and creativity throughout the website and marketing. It helps bring to life a business that could otherwise be difficult to communicate.

What I admire most is the clarity of the story that connects it all.

Perhaps it's because I was involved in launching the Innovation House brand, but I have a real appreciation for how difficult it is to unite multiple spaces, uses and stakeholders under one story. That's no easy task.

Production Park encompasses a wide range of activities, yet the brand never feels fragmented or confusing. Despite the complexity of the offering, I never find myself wondering what Production Park actually is or what it stands for.

What particularly resonates is their commitment to developing the next generation of talent. Skills shortages one of the biggest challenges for the live events and AV sectors, so it's refreshing to see education and industry development positioned so prominently within the brand story rather than treated as a side initiative.

For me, Production Park is a great example of the power of a strong brand story. When you have a clear purpose, even a complex organisation can feel coherent, focused and easy to understand.

Tateside

Tateside is a UK-based AV integrator specialising in AV and IT solutions for commercial, workplace and hospitality environments.

The thing that sets Tateside apart for me is how visible the people behind the business are.

Spend a few minutes on their social channels and you'll quickly get a sense of the culture they've built and the people behind it. The content feels human, authentic and approachable – something that's surprisingly rare in a sector often dominated by technical specifications and corporate messaging.

The standout example is their Lateside event.

There are no shortage of networking events in AV, but Tateside has created something that feels genuinely different. Bringing together clients, manufacturers and industry professionals, Lateside combines technology, entertainment and networking in a way that feels more like an AV Boiler Room than a traditional industry event.

What I love about the concept is that it perfectly reflects the brand. It's creative, people-focused and memorable. More importantly, it's an event that people genuinely look forward to attending and talk about long after it's finished.

I've yet to make it to a Lateside event myself, but I've suffered from serious FOMO every year. My social feeds inevitably fill up with photos, videos and comments from people wishing they were there. That's usually the sign of an event worth paying attention to.

For me, Tateside is a great reminder that strong brands aren't just built through marketing – they're built through experiences that bring people together.

Pixel Artworks

Pixel Artworks is a London-based creative studio renowned for designing immersive experiences that fuse creativity and technology.

I've admired the brand for years, not just because of the incredible projects they've delivered, but because they've always carved out a distinctive position in the market. Long before "immersive" became the industry's favourite buzzword, Pixel Artworks had built a reputation around creating experiences that genuinely lived up to the term.

I've also enjoyed watching the brand evolve.

Previous Pixel Artworks website by KOTA

I was a big fan of the previous identity, particularly the distinctive white shard device that ran throughout the brand. It was a simple but highly recognisable visual element that, in my opinion, made Pixel Artworks instantly identifiable. Following the merger with DesignStudio and Analog to form Further, it was fascinating to see the identity evolve alongside the business.

The new positioning, "Creating worlds beyond spectacle", feels like a natural progression and well suited to where the industry is heading.

I also appreciate the smaller brand details, from the team's colour-lit profile photos on LinkedIn to the consistently high-quality visual content they produce. It all reinforces a business that clearly cares about every touchpoint.

For me, Pixel Artworks is a great reminder that the strongest brands don't stand still. They evolve with confidence while staying true to the qualities that made them distinctive in the first place.

Who would make your list?

These are just a few of the AV brands that have caught my attention over the years.

Each stands out for a different reason, but they all demonstrate the power of having a clear identity and a point of view.

Have I missed any? I'd love to hear your suggestions.

Connect with me on LinkedIn and follow Arrow & Zest for more thoughts on branding, storytelling and marketing in the AV industry.

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