At Orange, we developed Worldwide Audio Branding guidelines. This began with a worldwide multi-channel Sonic Audit, exploring how the brand sounded across retail, IVR menus, digital interfaces and handsets as well as advertising and communications - worldwide.
Once we had established how the brand was actually sounding we addressed key issues such as:
Should the brand have a sonic mnemonic?
What voice / voices are right for the brand? Should it be a recognisable or famous voice?
What music is right for the brand? What is the sonic palette? What is the requirement for functional sounds? How should they sound?
How should sound work across channels? How different should that be in different countries?
How can it be used to support storytelling and the brand narrative?
What are the possibilities of sound We developed a worldwide audio strategy for the brand and then progressed to defining how the brand should sound.
We explored how the Orange brand values translate into music, voice and sound, establishing a sonic palette with instruments, soundscapes, music samples and some composed music. We also developed a set of guidelines to accompany the sonic moodboard, enabling worldwide agencies choose and compose appropriate music for the brand. The aim was to provide some guidance on how the values translate into sound whilst allowing for the innate creativity and innovation at the heart of the brand.
The final phase of the project was to compose some audio assets including a full set of functional sounds.
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