Sonic branding by industry

Fashion changes every season, so the music changes with each collection while people still need to recognize the brand. For Karl Lagerfeld we made a track with a catwalk pulse. For Puma we made club music for a campaign aimed at Gen Z.

When your product makes sound itself, your brand has to sound right on its own speaker as well as in the ads. Harman Kardon played our remix of Lang Lang's Chopin as a demo for their speakers at the Montreux Jazz Festival. For Vodafone Germany we made the complete audio of a TV campaign.

Readers, listeners, and festival crowds hear you again and again, so the sound has to stay recognizable without wearing out. For The New York Times we worked recordings of the paper's own typewriters into the track, with the design studio Studio Dumbar.

In health, people listen to what is said, so the music supports the voice and never pushes. For Janssen × Johnson & Johnson we made an electronic track and sound design that step back while employees tell their story, with Weekend Creative Agency.

In a museum the sound is part of the visit, so it has to fill the room and sound right wherever a visitor stands. For Fabrique des Lumières and the Mauritshuis we made the music and the mix for a projection all around the visitors, with AddiktSchbang.

Food and household brands put out a new ad almost every week. A short jingle or sonic logo at the end tells people whose ad it was.

People notice their bank, insurer, or energy supplier when they pay, call, or make a claim, and in campaigns that run all year. One theme under every product, like the insurer's theme here, makes each campaign recognizable.

Guests and passengers can hear you for hours in a lounge, a lobby, or a park. Calm, spacious music wears well over that time, and a short sonic logo carries the brand into the campaigns.

A city, a transport network, a university, or a cultural organization speaks to people of every age. For Cinema in Concert, which plays film scores live with an orchestra for a broad audience, we wrote the sonic identity that opens every show.