AUDIO IDENTITY
GREEN TECH
2022
Audio Identity, Audio Logo, Strategy, Brand Music, UI/UX Sounds, Branded Playlist
Sustainable Technologies
In compliance with the Company’s confidentiality and legal policies, we will not publish their name and logo in the following audio branding example, and will therefore refer to the client as, “Green Tech”, “The Brand”.
Green Tech is one of the market leaders in providing brands and private consumers with sustainable solutions for spaces, IT, and financial services. The brand operates globally and employs over 400 people.
Green Tech offers products and services based on environmental intelligence and data science technologies, including self-learning algorithms that help businesses and individuals track the climate impact in various areas, measure and manage consumption, and perform environmental monitoring.
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Green Tech wanted its new audio identity to highlight the brand’s technological background and the sustainable side of its products and services.
The brand looked for a sound that felt technological and scientific, while appearing human and connected to nature and the earth. The productions needed to emphasize their data science expertise, communicate a sense of hope for the future and highlight the modern synergy between digital domain and environment.
Alongside their new audio identity and strategy, we created an audio logo, brand music to be used in various scenarios, a branded licensing playlist with 40 tracks and a series of UI /UX sounds for Green Tech’s mobile applications and digital platforms.
Together with Green Tech we did two workshops, during which we established what the direction of the new audio identity should be, which sonic assets and the type of audio branding guidelines we needed to develop.
Following the Audioframework process, we started creating a series of concepts for the audio logo and brand music based on Green Tech’s brand identity.
We then created two alternative versions of the brand music with the same melodic content but with a different balance between the core attributes, focusing respectively more on the environmental side, and technological side.
Last, we did a series of recordings and designed custom sounds for the UI/UX sounds of their mobile apps and other digital platforms.
AUDIO LOGO
For the audio logo, we wanted to create a sound that balanced technology and nature organically. We employed modern processing on textures made of synthetic and natural sounds, and used both synthesizers and acoustic instruments for melodic and harmonic content. The double bass with his deep and woody sound gives a sense of warmth and nature, while the short notes of the melody highlight the innovative aspect of Green Tech. Through various types of synthesis, we emphasized the future-oriented and technological qualities of the brand.
BRAND MUSIC
The brand music has a clean sound that emphasizes the expertise of Green Tech while having an approachable and human feel to it. Through acoustic instruments and organic textures, we help convey the environmental value of their products and services. The drums mix acoustic and digital sounds highlighting the synergy between digital and natural, while the synthesizer pads and sequences support the technological foundation of Green Tech.
We then composed two alternative versions. The first focuses more on the technological aspect, hence using more synthetic and digital sounds; the second employs more acoustic sounds and natural textures and emphasizes the environmental side of Green Tech. For all three versions, we created six short versions in different lengths to fit different kinds of content.
Green Tech wanted a wide selection of music that was consistent with their brand and new audio identity, while giving them enough flexibility to adapt their sonic presence in accordance with their content. Together with our partners at Media Tracks we created a library of 40 tracks ready to license. Within the library, we created four playlists, each serving a specific case of content and brand communication. All tracks follow the new audio identity and core sound of Green Tech.
Green Tech offers a variety of digital products and services, including mobile, digital dashboards and smart assistant applications. Starting from the audio logo and brand music, we broke these down in a bite-sized format and then recorded natural and electronic sounds, which we then layered with the melodic content creating unique short sounds for alerts, notifications and earcons (These sounds can symbolize information, actions, or events and can emphasize an interaction and the characteristics of a product).
AUDIO BRANDING AUDIO IDENTITY & STRATEGY
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