How does a brand sound?
Creating a brand for a tech product is one thing.
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Creating brand for a tech product that brings entertainment is another.It most definitely requires a unique sound identity.
Aside from the obvious touch-points in marketing, we wanted to make sure that whenever people interacted with our product - the brand would welcome them.
Understanding the touchpoints was only the start.
More interestingly was the question: "How do you attribute something so subjective (sound/music) to brand values?"
We went to London to work with the amazing guys from Pitch&Sync. In many sessions, we've explored adjectives that we could translate into sounds; and attribute to our brand.
In the background, you can hear the brand track playing.
We then listened to many tracks from brands that we felt could incorporate that into a song.
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These values then were put into a concise sound briefing; thus our brand track was created.
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The essence of this brand track was then compressed and forged into our sound logo.
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This would greet you every time you started the product in your living room.
And we found ways to incorporate that essence into our marketing.
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