Joyn — Case study
How does a brand sound?
Creating a brand for a tech product is one thing.
Creating a brand for a tech product that brings entertainment is another — it needs a unique sound identity.
Aside from the obvious marketing touchpoints, we wanted the brand to welcome people whenever they interacted with the product.
Understanding the touchpoints was only the start.
The harder question was: how do you attribute something as subjective as sound and music to brand values?
We went to London to work with Pitch&Sync.
Across many sessions we explored adjectives we could translate into sounds and attribute to the brand.
We also listened to tracks from brands we felt could carry those values into a song.
Those values became a concise sound briefing. From that briefing, our brand track was created.
The essence of the brand track was compressed into our sound logo.
It greeted you every time you started the product in your living room.
