THE SOUND OF UNICREDIT

THE SOUND OF UNICREDIT

THE SOUND OF UNICREDIT

the sound of the brand warms up the customer experience. On every touchpoint.

 

Sound influences our mood and behavior in ways we hardly realize. The right music has the power to bring us to tears, put a smile on our face or simply make us feel at home. That’s why amp developed a whole new dimension of UniCredits brand identity—the UniCredit Sound Identity. As financial services go digital, the UniCredit Group wants their customers to continue to enjoy the same warm and personable experience they’ve always counted on from UniCredit. Based on the original “You are Welcome” Brand Theme, the new Sound Identity expresses in music UniCredits ‘Real-Life Banking’ brand positioning, providing an emotional reminder that, while life has its ups and downs, UniCredit is there for both.
 

ABOUT THE CLIENT
UniCredit Group is an Italian global banking and financial services company. Its network spanning 50 markets in 17 countries, with more than 8,500 branches and over 147,000 employees.[7] Its strategic position in Western and Eastern Europe gives the group one of the region's highest market shares. The company is a component of the Euro Stoxx 50 stock market index.

 

UniCredit Case film

Premise & Brand positioning

As a leading European brand, UniCredit must represent their unique communications and identity approach through an impactful and recognizable Sound Identity. The implementation must be consistent across all markets and across all our stakeholders’, customers’ and employees’ touch-points.

A strong and consistent sound identity differentiates UniCredit, allowing the brand to stand out from the crowd.

UniCredit's brand positioning - Real-Life Banking - is about delivering concrete answers and real benefits to the challenges and opportunities their customers face in their real life, every day, everywhere.
Each piece of audible communication helps to build and maintain the image of a highly professional and approachable organisation.

 

Objectives of the UniCredit sound branding strategy

Why?

Client behavior is changing.
The client-bank relationship is increasingly ...
• ... remote, as interactions on the web, mobile banking and ATM have increased
tremendously over the last years.
• ... impersonal, creating a need to also introduce emotional & warm elements on remote channels.

Which values do we generate? What are the benefits for UniCredit?
The emotional power of the UniCredit Sound Identity helps to:

• strengthen the relationship with customers
• create a stronger association with the bank
• differentiate the brand from its peers

Sound as:
• a warm element of the brand identity
• a unifying element for locations in all cultures and markets
• a „humanizer“ for the digital brand experience
• a tool to work with for all media productions on various media channels
• an important tool for internal communication

 

Implementation Process

The UniCredit Sound Identity contains both a brand theme as well as branded sound elements for usage at different touch points of the bank.
As media budgets are continuously under pressure, a holistic approach to the implementation of the Sound Identity must go beyond the mere usage of sound logos in TV commercials. This type of holistic approach introduces and establishes the Sound Identity successfully on a local level. 
When launching the Sound Identity in local markets it was recommended to leverage the “You Are Welcome” brand theme (or one of its moods) in TV commercials. That way, a bigger effect is generated with the future implementation of the UniCredit sound logo. This is because the sound logo works as a reminder of the brand theme.

 

Brand Sound

The basis of the UniCredit Sound DNA are the Sound Attributes. These are derived from the UniCredit Brand Positioning and the Communication Format Tone of Voice.
They are also based on the results from UniCredit brand reputation studies as well as relevant insights identified within the Sound Branding process.

Brand Attributes for Sound

UniCredit sounds warm. The sound is not a purely acoustic sound, because the brand is not intended to be naïve or simplistic. The brand sound has different elements and motifs coming from different music styles; all of them trustworthy and authentic. The sound consists of warm and empathic voices, warm instruments, close dimensions and a well-rounded sound spectrum.

Brand Instruments

Brand instruments are defined by ukuleles, acoustic and electric guitars - a typical indie-band sound.
In addition we have also used warm electronics and analog synthesizers as bass instruments or as layers.

Overview of the Sound Identity Elements

• You Are Welcome, the Brand Theme
The Brand Theme You Are Welcome is the basis for all sound elements. It contains the Brand Melody, its basic harmonization and riffs/motifs, which comprise the Sound Identity.


• Sound Logo
The shortest audible element of the brand. The Sound Logo is to be used as a compulsory element at the end of TV spots and is recommended (not compulsory) for use at the end of all UniCredit videos.

• The Masterpiece

The Masterpiece is the basis for development for all UniCredit Sound elements at various touch points.
The Masterpiece contains the “You Are Welcome” Brand Theme as its main mood, as well as four other moods that are played in different styles and arrangements. This allows a flexibility and brand consistent editing for all possible videos and needs at events etc.

The different moods are recommended for different communication applications (internal and external videos).

Serious & Corporate

  • External and Internal communications related to institutional
  • Videos related to Financial Results and Reports
  • product communication

Easy & Friendly

  • Tutorial videos
  • General internal communication (events, reportages, interviews,...)
  • External communication (sponsorships and events)

Dynamic & Activating

  • Innovation initiatives like appathon, fintech accelerator, app camp...
  • General internal communication (events, reportages, interviews, news, market-news,...)

Sportive

  • External communication (UEFA, sport sponsorships and sport events)
  • Internal communication (events, meetings, sport events)
 

• Audio Construction Kit

The Audio Construction Kit is a powerful music tool giving film teams, music production teams and other people who work with the sound material from the Masterpiece the possibility to create own edits of the music. It’s a great tool and a great possibility to deliver even more quality-provenmedia works with the usage of branded music.
 

 

• Multichannel Sounds
A set of functional sounds and on-hold music to be used for mobile banking, online banking and the customer contact center. They cover different functions and scenarios in the interaction between customer and the bank, helping to make these interactions warmer even on purely digital channels. 


• Film Sound Package
The film sound package contains sounds derived from the Sound DNA, which are to be used at the beginning or at the end of videos, normally accompanying visual animations with titles etc. The film sound package is a powerful tool for video production teams, guaranteeing a standard sound among all UniCredit video productions on digital channels and at corporate events. The film sound package ensures brand compliance and uniformity.


• Employee Branding Package
SMS sounds and Ringtones to be used on emloyees’ smartphones.

 

 

Uefa Champions League Billboards with Music from the UniCredit Sound Identity

 
Ninety-six percent of potential customers better remember a brand whose music reflects its identity. We therefore searched for a warm sound that can be easily connected to UniCredit’s values, and the result perfectly aligns with our ‘Real Life Banking’ brand positioning.
— Silvio Santini, Head of Group Brand Management UniCredit

UniCredit is among the few players worldwide to embrace a sound branding strategy in such a holistic way. We at amp are convinced that music can help financial service brands to connect on an emotional with clients and are very honored to accompany the group as the leading agency for the development and implementation of this Sound Identity. During our intense year of work, we interacted with various cultures and stakeholders and found the UniCredit music to be a unifying language for all of them.
— Michele Arnese, Creative + Managing Director amp
 

UniCredit Bulbank TVC

UniCredit Ukraine TVC

UniCredit Romania TVC

UniCredit Serbia Twitter Campaign

UniCredit Bosnia TVC

 

SOUND BRANDING

SOUND BRANDING

The Sound of Triumph

From digital channels to the store:
emotionalizing a world leading fashion and lingerie brand

Since the repositioning of its main brand, Triumph has focused on the successful implementation of its new brand identity at retail locations, their most important contact points. In parallel to this implementation, amp developed a Triumph-specific sound for retail locations around the world. Using amp’s innovative, targeted and brand-specific Music Profiler, a well-rounded and professional selection of music was compiled for the in-store sound of the Triumph brand.

amp’s Music Profiler works in combination with the Rosebud Profiler. By taking into account the values and attributes of a brand, the music profiler defines musical qualities that appeal to target consumers. This tool makes it possible for amp to generate a precise profile of what Triumph should sound like, not only in terms of brand fit, but also in terms of recognition and differentiation.

Following the global rollout of the Triumph Music Library, Triumph recognized the potential of Triumph-specific music beyond retail spaces. Under amp’s guidance, the Triumph brand theme, “You Belong to Life”, was developed for the use of various campaigns.
 

ABOUT THE CLIENT
Triumph belongs to Triumph International, an international market leader among lingerie, undergarments and sleepwear companies and the world’s biggest manufacturer of undergarments. The company distributes its products under the main brands of Triumph®, sloggi®, Valisère® and HOM® in more than 120 countries. Around the world, Triumph International supplies 40,000 wholesale customers and retails its products in 2100 Triumph stores, as well as in many of its own online shops. Triumph International’s more than 36,000 employees chalked up sales of CHF 1.44 billion in 2014.

IN DETAIL

THE APPROACH: A CONCEPT COMBINING TRIUMPH’S BRAND VALUES AND TARGET GROUPS' PROFILES

In order to generate a Triumph-specific store sound, amp collaborated with Triumph’s branding and retail departments. The Triumph Music Library was established by developing a concept integrating Triumph’s brand values and the archetype profiles of its target groups.

  

DEFINING AND CREATING THE SOUND FOR TRIUMPH

MUSIC ASSESSMENT CONCEPT

The initial phase of the project required amp to define the sound of Triumph. Given the importance of this preliminary phase, a joint workshop with Triumph’s branding departments was held. It served as the starting point for the development of a Creative Brief, which ultimately defines the sound of the brand and its essence.

ARCHETYPES
In analytical psychology, archetypes are thought to be situated in the collective unconscious and serve as primordial images of human value systems. They are now used in various systems that serve as marketing instruments with diverse areas of application. In this archetypal framework, it is possible to specify and categorize the wishes, inclinations and disinclinations of various consumer-types.
In collaboration with Tom Ramoser of Rosebud Strategies, amp engaged in qualitative and quantitative customer-analyses to identify the archetypes of Triumph’s target groups. Using this information, it was possible for amp to isolate specific archetype values and desires and to translate these into definable musical qualities, using time-tested musical parameters (harmonic and rhythmic complexity, tempo and dynamics, etc.).
All potential Triumph-specific retail songs were analyzed in the Music Profiler and assigned to an archetype depending on the evaluation of their musical parameters.

BRAND VALUES
Once a song’s target archetype was found to correspond to one of the Triumph customer archetypes, it was further evaluated against amp’s translation of Triumph brand values. The assessments were not done automatically, but by experts, albeit assisted by specialized software. But how can brand values be illustrated or represented in a song?
If a brand and its products are supposed to sound self-assured, self-determined, carefree or passionate, then a more intensive study of the songs and their performers is called for. For instance, if the mood of a song is oppressive, the lyrics not very self-aware and the performer not autonomous, then there will be no agreement between the song and a brand whose central brand value is self-awareness. The title is therefore deemed unsuitable for the Music Library.

 

 

 

APPROACH
1st step: from the artist to the song
To get started, amp first filled the Triumph Music Library with potential songs by so-called "core artists", who represent Triumph's brand values well.  Other artists with common attributes were then sought across all genres.

2nd step: from the song to the Triumph brand
Once the Music Profiler analysis of a song yielded a correspondence with both Triumph archetypes and brand values, then the title was added to the Triumph Music Library.

3rd step: playlists for different times of day
Based on human circadian rhythms, the songs from the Triumph Music Library were sorted into playlists for different times of day according to their energy levels.

 

BRAND THEME

For the creation of the Triumph Brand Theme (Sound DNA), amp referred back to the Creative Brief established by the initial workshop with Triumph’s branding departments. The result was „You Belong to Life“, the Triumph Brand Song, written by Violetta Parisini, a well-known Austrian singer-songwriter. This Sound DNA consists of a brand melody, brand-specific sounds and unique riffs and licks. “You Belong to Life” now characterizes the brand and makes Triumph unique and recognizable at all of its audible touch-points. 


“You Belong to Life” is what amp refers to as the “Masterpiece”. The Masterpiece consists of multiple moods and styles allowing for flexible and brand consistent adaptations. The diverse moods enhance visual language with a unique sound, but most importantly share a strong common element, the Sound DNA. In this way, the Triumph Sound DNA is not only heard in the Brand Theme, but also in all future edits and adaptations, film productions and events

 

 

 
 
 
 
We attach great importance to an integrated conceptual approach in brand communication. Using amp’s Store Sound Concept, Triumph has built a unique and emotional relationship with its customers. We are very happy with the result and are currently in the process of rolling out the new store Sound Concept in Europe and the USA.
— Mirjam Pfundt, Senior Store Design and Communication Manager at Triumph
 
 
 

THE SOUND OF PORSCHE

THE SOUND OF PORSCHE

The Sound of Porsche. Brand Pop Up Sound.

Don't sell a car. tell a story.

Porsche launched its unique pop-up store concept in 2014. “The Sound of Porsche: Stories of the Brand” includes various media stations, a design corner and the heart of the store, the so-called “Soundlab”. This is where visitors will find the iconic 911 model and be able to choose the setting for the most varied drive of all time – without actually getting into the car.
amp realized the entire Soundlab-project, both creatively as well as technically. This involved video and audio production (from recording to post-production), app development (front end, back end), 3D mapping and composition of the soundscape.
amp tele-transported visitors into three different driving situations and returned them as Porsche proponents. The Soundlab has been experience by fans across cultures and continents, triggering an overwhelming press and visitors response.
 

ABOUT THE CLIENT

Porsche AG is a German automobile manufacturer specializing in high-performance sports cars, SUVs and sedans. Headquartered in Stuttgart, it is owned by Volkswagen AG, which is itself majority-owned by Porsche Automobil Holding SE. 2014 was the most successful year in Porsche’s history thus far with 22,401 employees having sold 189,849 new vehicles and contributing to 4,320 million euro gross profit.

IN DETAIL

"The Sound of Porsche: Stories of the Brand" is written on the window of a shop on 14th Street, right next to the High Line in Manhattan’s fashionable Meatpacking District.

The sound of Porsche, presumably the revving of engines,
you might well think. 
Wrong!

In 2014, Porsche launched its unique pop-up store concept "The Sound of Porsche: Stories of the Brand" referring to an entirely new, interactive brand experience created in the form of a multisensory pop-up store. 

 

The Approach: Don't sell a car. Tell a story. 

The Porsche pop-up store, styled like a modern record store, is an innovative, interactive way of using multimedia to tell the story of the Porsche brand. The idea here is not merely to sell a car, as is the case in branch offices and showrooms – the primary aim of the pop-up store is to present a new, sociable way to make contact with people who are young or young at heart and let them experience the Porsche brand at close range.

"The pop-up store is a new kind of supplement to customary marketing activities. It will further enhance awareness of our brand in close cooperation with the local Porsche centers" says Detlev von Platen, Managing Director of Porsche North America, who is convinced by the unusual brand presentation.

Instead of just selling cars as in traditional showrooms or local dealerships, the pop-up store is divided into three areas.
At the media stations, visitors can watch sixteen specially produced films about the Porsche brand, including clips for Porsche enthusiasts, such as "Porsche Exclusive – The Most Personal Car" and "A Porsche Goes to Hollywood" with animated film star Sally Carrera.
The Design Corner provides visitors with a communicative space where they can sketch what they associate with the "Sound of Porsche". The sketches can be uploaded via #soundofporsche to social networks like Instagram.
In the Soundlab, the heart of the pop-up store and outfitted in the style of a sound studio, everything revolves around the famous Porsche 911. Visitors find the iconic 911 model embedded in an atmosphere reminiscent of an upscale sound studio.

 

Defining and Creating the sound for Porsche

In the Soundlab, visitors stand in front of the Porsche 911. By choosing from three different driving scenarios, visitors can take a virtual drive without getting into the car. The Soundlab experience involves hearing the real soundscapes of the test drive and seeing the visual setting as it is 3D-mapped on the 911 in real-time. Using an app developed by amp, Porsche fans can choose between three of these scenarios, each lasting about 1:30 minutes: Metropolitan Melody (Miami), Country Cadance (Kaunertaler Gletscherstraße), Racing Rhythm (Nürburgring).

The Soundlab: our way of putting the 911 in its driving context. 
A multi-sensory brand experience.

After selecting a scenario, visitors watch the car drive by means of 3D mapped surroundings on the vehicle. The sound is naturally synchronized and heard spatially in 7.1 surround sound thanks to a collaboration with audio hardware manufacturer Bose. In addition to choosing the scenarios, visitors can also have the car run in sport mode with a sport exhaust system.
Each of the scenarios has a characteristic visual setting and, above all, a very characteristic, unique sound. The interactive experience of the car in various contexts is similar to a virtual test drive. This equates to a great deal of value added for potential new customers and young people: where else can you take a test drive in the mountains, in a city and on a speedway in only 4.5 minutes?

"A virtual drive experience experienced in a store is certainly better than any app or microsite viewed in 3D glasses!"
(September 17, 2014 by Think Digitally).

In addition to the Porsche sound, visitors can immerse themselves in the soundscapes featuring the background sounds of a city, speedway and mountain roads.

All elements of the Soundlab in "The Sound of Porsche: Stories of the Brand" project were produced by amp (in collaboration with the event-agency Avantgarde), including both the creative and technical aspects: 
- Video production at Nürburgring, in Miami and on the Kaunertaler Gletscherstraße using 9 Go-Pros cameras on a Porsche 911 and high-quality sound recording (6 different tracks for different parts of the engine)
- Audio post-production (sound design, surround mix for Dolby 7.1 Surround).
- App development (iPad visitors app, backend surround sound player)
- 3D video mapping on the car
- Composition and production of the soundscape (Surround 7.1)

 

The result and its potential

With "The Sound of Porsche: Stories of the Brand" amp engages visitors by tele-transporting them into three different situations and returning them to reality as true  Porsche proponents. 
With this emotional, brand-immersive experience, Porsche appeals to a young audience and turns them into the Porsche drivers of tomorrow. Enthusiastic visitors who have shared their impressions and experiences of the Soundlab on social media, as well as the overwhelming press response (for example New York Times), show us that the Soundlab works effectively across cultures and continents
The Porsche Soundlab leads by example, putting a car into an emotional context and using the medium of sound to effectively tell a story that will not be forgotten. 
Especially because "The Sound of Porsche: Stories of the Brand" is still going! Following the sensational launch of Porsche’s multisensory pop-up store in New York’s Meatpacking District in September 2014, the Soundlab was unveiled in London, Moscow and in Shanghai's luxurious IAPM Mall – featuring the likes of Stella McCartney, Alexander McQueen and Alexander Wang stores. In 2016 Porsche will further expand the launch of its unique pop-up store concept mesmerizing fans in other metropolises.

"The Sound of Porsche: Stories of the Brand" continues …
stay tuned and go for another spin (we’ll spread the sound)!
 

 

CONVINCING BOTH: CLIENT AND EXPERT JURY

The Red Dot Award's jury honored the "The Sound of Porsche: Stories of a Brand – The SoundLab" project with the highest individual award 2015.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

THE SOUND OF BRÜGGLER

THE SOUND OF BRÜGGLER

The Sound of Brüggler

TaIlored music for Swiss Made-To-Measure Chronographs

Brüggler is the first Swiss »made to measure« watch company. The company’s highly customizable and fascinating time pieces are available worldwide via brand ambassadors and at selected horology specialists in cities including Paris, Zurich and London: In the prestigious Fine Watch Room at Harrods, an exclusive selection of Brüggler’s watches in on display.

Brüggler’s unique blend of a no-holds-barred attitude, its self-assured zest for life, and its uncompromising technical standards are reflected in unique music libraries curated by amp. This new audible brand identity evokes the Brüggler brand in both digital and analogue channels: Customers using Brüggler’s innovative software to explore the full potential of individualization and create truly individual time pieces that are then hand-assembled by Swiss specialists, can experience the brand emotionally through the sound of Brüggler.

And at exclusive brand events, such as the Brüggler Polo Classic in the »Villa a Sesta Polo Club«, specially curated playlists provide the perfect accompaniment for special customers who appreciate the newest Brüggler watches, while drinking select Chianti wines in a relaxed Tuscan atmosphere.
 

ABOUT THE CLIENT

Brüggler Chronographs combine Swiss craftmanship with a seemingly limitless number of combinations in colour and materials. Using »best in class« mechanical components from specialized Swiss suppliers, a functional and elegant design and a stunning variety of colours, bearing names like Dark Chocolate Brown or Kermit Green, these truly bespoke time pieces reflect the genuine individuality of their owners while making zero compromises in every aspect of quality.

 
 
 

IN DETAIL

THE APPROACH: A CONCEPT COMBINING BRÜGGLER'S BRAND VALUES AND THE PROFILES OF THEIR TARGET GROUPS

In search of a unique sound concept that is true to their Swiss chronographs, Brüggler approached the sound branding experts at amp. To establish this brand-specific music library, amp developed a concept that integrated both Brüggler’s brand values and the archetype profiles of Brüggler’s target groups.

 

DEFINING AND CREATING THE SOUND FOR BRÜGGLER

Music Assessment Concept

During the initial phase of the project, Michael Brüggler invited amp into the world of his brainchild to help define the sound of Brüggler. A workshop served as the starting point for the development of a Creative Brief, which ultimately defines the sound of the brand and its essence.

ARCHETYPES
In analytical psychology, archetypes are thought to be situated in the collective unconscious and serve as primordial images of human value systems. Using data based on 15 years of market research in various cultures (Europe, USA, China, etc.), we can analyze correspondences between the target group’s value system and specific musical parameters. In accordance with this approach, we used our »Music Profiler« to analyse all potential Brüggler-specific songs and assign them to different archetypes, depending on the evaluation of their musical parameters. Only those songs which resonated with Brüggler’s core archetypes were selected.

BRAND VALUES
Once a song’s target archetype was found to correspond to one of the Brüggler customer archetypes, it was further evaluated against amp’s musical translation of the Brüggler brand values. These assessments were not done automatically, but by experts, albeit assisted by specialized software. But how can brand values be represented in a song?
If a brand and its products are supposed to sound self-assured, self-determined, carefree or passionate, then a more intensive study of the songs and their performers is called for. For instance, if the mood of a song is oppressive, the lyrics not very self-aware and the performer not autonomous, then there will be no agreement between the song and a brand whose central brand value is self-awareness. The title is therefore deemed unsuitable for the Music Library.

Approach

1st step: from the artist to the song
To get started, amp first filled the Brüggler Music Library with potential songs by so-called »core artists«, who represent Brüggler's brand values well.  Other artists with common attributes were then sought across all genres.

2nd step: from the song to the Brüggler brand
Once the Music Profiler analysis of a song yielded a correspondence with both Brüggler archetypes and brand values, then the title was added to the Brüggler Music Library.

3rd step: from the selection to the playlists
With a selection as manifold as this, careful curation and sequencing were prerequisites for fitting and exciting playlists.

The result

Listen to the Sound of Brüggler by clicking on the "Spotify" icon

Listen to the Sound of Brüggler by clicking on the "Spotify" icon

A confident brand statement
The resulting playlists are an audible invitation to explore the infinite possibilities of Brüggler’s bold idea. Rather than trying to fulfill certain expectations a potential customer might have of the brand sound, Brüggler sounds exactly like the distinctive watches bearing its name: Self-confident, somewhat playful, funky and generally effortless. Which by the way is pretty much how Michael Brüggler characterizes the people who enjoy his watches.

The future sound of Brüggler

For Brüggler, this translation of brand values into a curated music selection is only the beginning. As it continuously strives for individuality, Brüggler’s next step in sound branding is to explore the possibility of a unique sound identity: a brand masterpiece - written, recorded and specifically produced to resonate with the brand – »music made-to-measure«.

PRODUCT BRAND SOUND

PRODUCT BRAND SOUND

Sound Design and Research for BMW

amp has conceptualized and developed functional sounds for BMW in cooperation with the BMW Research, new Technologies and Innovation department, including a validation of the effectiveness of the implementation through a user study designed, conducted and analyzed by amp.

This project once more indicates the relevance of sound in the automotive industry and predicts a great sounding future for BMW drivers. amp as a leading sound branding agency is happy to be a part of this future.

 

RETAIL BRAND SOUND

RETAIL BRAND SOUND

ERSTE BANK – THE SOUND OF RETAIL

MUSIC AND SOUNDSCAPES FOR
CUSTOMER'S WELL-BEING

Erste Bank is opening large consulting centers with a new design: Consulting centers that herald the modernization of the branch office network.
By creating the Erste Bank Music Library and the Soundscape Stories, amp developed a sound and music concept that changed the perception of the bank, making customers the protagonists.
Erste Bank’s brand experience was effectively enhanced and its brand loyalty intensified. The aural identity and audible brand space not only leave a lasting impression on customers, but also become an integral part of the employees’ daily work.
 

ABOUT THE CLIENT

Erste Group Bank AG was founded in 1819 and has its headquarters in Vienna. Its 47,000 employees work in more than 2,800 branches and serve approx. 16.6 million customers in seven countries. Erste Group is one of the biggest financial service providers in Central and Eastern Europe.

IN DETAIL

Austria's biggest bank, Erste Bank, was founded on the premise that all people deserve access to financial services. For its flagship branch, new elements in interior design were implemented, inviting customers to stay.
The "Brand Wall" not only supports the value-campaign "What counts" and the claim "What counts are the people", but also highlights Erste Bank's brand values: accessibility, simplicity, pioneering spirit and independency. Customers can now experience banking from an inspiringly fresh perspective. 

THE APPROACH: CUSTOMERS' RELATIONSHIPS WITH THE BANK AT THE AUDIble CORE

Since 2015, amp has served as Erste Bank's consultant and specialist in musical matters. 
The question How does the banking center of the future sound? is now followed by the question How does the Erste Bank brand sound? The quote below provides a fitting approach to the answer:

The branch was built around the customers: The customer occupies center stage. Consultants are able to move around freely, thanks to notebook and tablet, and the rooms are designed to be friendly and bright, with coffee bars, sofas and children’s corners. As such, it was only logical for us to put the customer’s personal relationship with the bank, at the center of the auditory concept.
— Peter Bosek, executive officer of private clients

DEFINING AND CREATING THE SOUND FOR ERSTE BANK

amp has worked to accentuate the visual appearance of Erste Bank's new consulting center with a generous music library and specially composed soundscapes suited to the brand environment of Austria's Erste Bank. 

EXTENSIVE MUSIC LIBRARY

amp compiled an extensive music library to fill all public rooms of the consulting center with music.
Taking into account the needs of the bank’s customers and employees, amp gave the brand an aural personality and an acoustic expression emphasizing Erste Bank’s brand valuesbrand presence and target groups. 
amp developed four main musical themes, which the music library effectively reveals, to present the various facets of Erste Bank’s brand personality.
These musical themes are used throughout the entire area of Erste Bank’s new branch office. Depending on the time of day, these themes are either heard alone or in combination with each other. The following themes build the cornerstone of the music library:

CAREFREE: "People are what counts" – this brand claim inspired amp to compose specific themes for the music library. All people have dreams, visions, and ideas, what counts however, is that these ideas keep us happy and make us independent. This resulted in the target attribute "carefree" (lighthearted, easygoing, positive).

CLOSENESS: An analysis of a previous Erste Bank campaign helped amp identify "more time for the important things" as a main theme among customers. Most of the wide variety of customer responses to this campaign were categorized under the theme of personal "closeness" (personal, empathetic, organic). This not only correlates with Erste Bank’s brand attributes, but also represents an important foundation for customer relationships built on trust.

SUCCESS: Since one of the bank’s many purposes is to help customers reach certain financial goals, another theme in the music library is devoted to personal "success" (inspiring, great, ambitious). As a theme, this represents a sense of motivation and ambition, as well as an open-mindedness and desire for innovation.

AFTER WORK: This particular branch also hosts events and employee meetings, separate from its normal customer business, to promote creative solutions and networking. Since this usually takes place outside normal office hours, the fourth theme of Erste Bank’s music library is labeled "After work" (energetic, pulsating, loosening up).

Listen to Erste Bank's Music Library by clicking on on "Spotify" icon

Listen to Erste Bank's Music Library by clicking on on "Spotify" icon

 

SOUNDSCAPE STORIES FOR THE BRAND WALL


Along with brand music, the brand wall is a central element of the new design.
To accompany the pictorial world of the brand wall, amp composed a fitting soundscape for each subject. These aural stories represent prototypical realms of existence, accompanying the pictorial worlds displayed on the brand wall. This combination provides a deeper insight into the customers’ world and brings the customers’ real life into the branch office.
amp created 2-minute soundscapes for these real life stories: a runner, organic food shopkeeper and a sophisticated couple. In accordance with the brand claim "What counts are the people", the soundscapes contain acoustic elements of progress and success. amp used sound as a subtle but effective storytelling-medium to discuss the successes of the dynamic customer's life. Each story is put together from individual scenes, intended to remind the listener of their own subjective world. Furthermore, each story contains audible elements of progress and success.
The brand wall displays its subjects – in large-scale, highlighted images – and runs vertically through all three floors of the consulting center.
The brand wall focuses on Erste Bank's customers and their needs, allowing us to see and hear the Erste Bank brand!

 

THE RESULT AND ITS POTENTIAL

By creating the Erste Bank Music Library and the Soundscape Stories, amp has effectively enhanced the brand experience and intensified brand loyalty. Customers and their needs were at the center of making Erste Bank's brand visible and audible. 
The aural identity and audible brand space not only leaves a lasting impression on customers, but also becomes an integral part of the employees’ daily work.
With efficient collaboration from Erste Bank, amp has laid the foundation for the transfer of this sound concept to the next consulting centers.



SOUND IDENTITY MINI UNITED

SOUND IDENTITY MINI UNITED

SOUND BRANDING

A catchy tune for an iconic brand

For its 50th birthday, MINI wanted a brand-specific jingle and a Sound Identity for its various event videos.
Based on a Britpop-syle, amp composed a catchy theme and produced the music with live musicians in its own sound studio.
This appealing maximizing-attitude-to-life theme contributed to MINI’s maxi success during a three-day festival dedicated to its 50th anniversary.
 

ABOUT THE CLIENT
With its three brands BMW, MINI and Rolls-Royce, BMW Group is the world’s leading manufacturer of automobiles and motorcycles. BMW Group also provides premium financial and mobility services. As a global company, the BMW Group operates 30 production and assembly facilities in 14 countries and has a global sales network in more than 140 countries. 2014 was BMW Group’s company’s fourth record year in a row with more than two million deliveries and sales of of 2,117,965 units, more than ever before in the group’s history. 110,351 employees contributed to a profit (before tax) of approximately € 8.7 billion.

IN DETAIL

THE APPROACH: MINI MARQUE - MAXIMUM ATTITUDE TO LIFE

The MINI United Festival brought 25,000 fans from 30 countries to the Formula 1 racetrack in Silverstone, England, to celebrate fifty years of MINI. For this occasion, the video trailer needed music which expressed the "MINI attitude to life"with a strong signaling character.


DEFINING AND CREATING THE SOUND FOR MINI

amp decided to use an electro-acoustic sound in the "Britpop" style, an countercurrent to electronic music. The sound spectrum is marked by acoustic and electric guitars, an electric bass and natural drums played live. amp composed a catchy theme and produced the music with live musicians in its own sound studio.

 

THE RESULT AND ITS POTENTIAL

The appealing, compact-sounding music was used on the main stage innumerable times during the three-day festival, contributing to MINI's maxi success.

 

Sound identity for BEEZERO

Sound identity for BEEZERO

Sound identity for BEEZERO

INNOVATING THE AUTOMOBILE INDUSTRY AS WELL AS THE BRAND ITSELF

 

The Linde Group asked amp to develop a new Sound Identity for their startup, BeeZero: a hydrogen-powered car-sharing program. amp created an intimate and inspiring brand song, inviting people to try this entirely new mode of transportation, free of all emissions.

The Linde Group is a world-leading gas and engineering company with approximately 62,000 employees working in more than 100 countries worldwide. Linde’s Gas division serves customers across almost all industry segments, including healthcare (medical gases). Linde represents over 130 years of technological progress. Technology, innovation and an inventive spirit have characterized the company since its inception, thanks to its founder Carl von Linde.

IN DETAIL

The Approach: A Hydrogen-Powered Car With the Sounds To Move People (Emotionally)

The Linde Group, one of amp’s many clients, has perfected hydrogen-powered mobility.

BeeZero, a subsidiary of the Linde Group, asked amp to develop a Sound DNA introducing its cutting-edge product: a hydrogen-powered car-sharing program, based in Germany. amp’s goal was not only to inspire engagement with the new product, but to inspire the courage to try this entirely new mode of transportation.

 

Defining and Creating the Sound for Bee Zero

Based on briefings provided by BeeZero’s brand management team, amp analyzed the BeeZero brand and defined its target group. Given the brand’s focus on zero-emissions mobility, the decision was made to focus the Sound DNA concept on both innovative and humanitarian values. This was a straightforward decision, given how environmentally friendly the product is (car sharing and zero emissions), and the fact that it provides real authentic mobility, independent of digital experiences. Another reason for this particular focus was the need to humanize a futuristic product: a product, which had previously been deemed dangerous. In other words, given the futuristic nature of the product and past fears associated with hydrogen-powered mobility (previously uncharted territory) the Sound DNA was designed for intimacy and close impact.  

 

The Result and its Potential

amp created a Sound DNA for BeeZero. Through the use of claps and energetic vocalisms, the Sound DNA inspires people to try the new product, presenting the Hyundai ix35 Fuel Cell car and the BeeZero car-sharing program as the innovative and environmentally friendly initiative that it is.  

 
 

SOUND BRANDING

SOUND BRANDING

UNIFYING A MYRIAD OF MOVING PARTS

amp connected the Linde Group, a technology and engineering company, with the emotions of music.
With Linde in search of a unique sound identity, amp provided the brand with a tool that is flexible and can deliver the right audio support for all communication activities.
amp developed an acoustic identity in the form a four-movement suite, with a catchy and flexible Linde theme at its core.
The Linde Suite reflects the company’s values, fuzing traditional and futuristic elements. It has been performed internationally by a wide range of different ensembles.
 

ABOUT THE CLIENT

The Linde Group is a world-leading gas and engineering company with approximately 62,000 employees working in more than 100 countries worldwide. Linde’s Gas division serves customers across almost all industry segments, including healthcare (medical gases). Linde represents over 130 years of technological progress. Technology, innovation and an inventive spirit have characterized the company since its inception, thanks to its founder Carl von Linde.

IN DETAIL

THE APPROACH: CONNECTING A TECHNOLOGY AND ENGINEERING COMPANY WITH THE EMOTIONS OF MUSIC

Why is The Linde Group in search of a sound identity? What connects a technology and engineering company with the emotions of music?

MAIN AUDIO BRANDING GOALS

Emotionalize the company’s transformational journey

The Linde Group has been on a transformational journey, reshaping the company for several years. The first goal of The Linde Group's audio branding was to emotionalize a message of unity; of becoming one company, one culture and one brand.

Add an emotional dimension to an engineering-focused and technical communication

Adding audio branding to The Linde Group is also a way to add an emotional dimension to all types of company communication, which are otherwise very technical and engineering-focused. This audible communication opens up a new emotional dimension, especially with the use of musical storytelling techniques.

Increase brand uniqueness

One of the reasons why The Linde Group decided to develop audio branding assets, was to improve brand uniqueness; one of the many benefits of an effective sound identity. With better integration of all aspects of the brand personality, The Linde Group is able to differentiate itself through its mission and products.  

DEFINING AND CREATING THE SOUND FOR THE LINDE GROUP

amp began the creative development with a composer pitch. The compositional pitches were then evaluated along two criteria:

1) brand representation/compliance
2) flexibility, memorability and recognizability.

Brand compliance was measured by evaluating the music with The Linde Group’s brand communication language and visual language.

 

 

The cornerstone of this acoustic identity is the catchy and versatile Linde Theme. The music is played by a classical symphony orchestra, supplemented by both ethnic and electronic instruments. The fusion of different styles takes the listener on an awe-inspiring journey through four epochs and the most important phases of the Linde Group's history.

 

 

THE RESULT AND ITS POTENTIAL

amp set up the production of the Linde Suite as an international project. The internationally-unifying character of the Linde Suite is easily seen in the multiculturalism of its contributors: Los Angeles, Vancouver, Cologne, Munich and Bratislava all served as production stations for the realization of this musical masterpiece. At each station either, composers, orchestrators, arrangers, our agency or the orchestra itself, contributed to the final international product. The Linde Suite has been used for emotional staging at Linde events (corporate events, brand merger events, award ceremonies, etc.) around the world, making the Linde experience a memorable and lasting one.

After the successful premiere of the Linde Suite at the Linde Management Conference 2010, a CD (along with a personal greeting from the CEO) was sent to all employees around the globe – as audible evidence of their shared identity.

The core elements of The Linde Group’s sound identity, The Masterpiece and The Linde Suite, are the basis for the continued development of a wide range of applications. Derived from the core compositional elements, amp has continued a focused development of applications which make the brand audible at different touch-points and in different situations.

A sound identity has to be continually developed, enhanced and extended – The Linde Group sound identity is still evolving, even after 3 years. amp is working to integrate all elements, all applications and guidelines of The Linde Group’s sound identity into the Linde Brand Management Portal. By doing this, all communication, marketing and branding employees worldwide are given direct access to the sound media. amp is also working on the "contextualisation" of The Linde Group brand music in two subcategories – healthcare and clean technology – to create branded music that can be used in the corresponding divisions.

Spreading the message

Brand music can be used for all media and for both internal and external communication. The Linde Group's branding, communication, design and event teams are now aware of the advantages the right audio support can have. Since 2010, The Linde Group's communication team has been using The Linde Suite for several major brand change events worldwide. While it does serve as entertainment, The Linde Suite is ultimately a strong brand ambassador and a story-teller.
For the 2012 Management Conference in Shanghai, amp realised the Linde Suite Part II: the journey continues. A new symphony celebrating a strong determination to be an industry leader and a great demonstration of continuity in the brand's emotional approach.

The CEO’s personal message to all employees

"Music forms an integral element of culture – it brings its spirit to life. Our common culture is what binds us together, through the values we live and the inner conviction we share. We have translated this spirit into music, into the Linde Suite. It is a musical journey through time, from the early days when our company was founded, all the way to its most recent transformation and our rise to a truly global player. Our very own music shall now accompany us on our journey to become the High Performance Organisation we are striving to be. It shall give us a feeling of pleasure by creating our very own unique profile."
 

CONVINCING BOTH: CLIENT AND EXPERT JURIES

Concept, strategy, development and implementation of The Linde Group's holistic audio branding not only convinced the client of amp's audio branding proficiency, but won over two expert juries.
In 2014 Red Dot Award's jury honored this project with its Winner award, the award for high design quality. 

In 2012, Audio Branding Award's jury honored this project with the Bronze Award at the Audio Branding Congress 2012.

 
 

SOUND SIGNATURE

SOUND SIGNATURE

Sound Signature for Airbus

Sculpting sound in the air of the brand

In search of an audible asset that fit its new rebranded identity, the Airbus Group found amp.
In a joint effort with the branding agency Lambie Nairn, amp developed and produced the main sound for the motion identity, an element used for openers in all media productions.
amp ultimately translated Airbus’ secret for success (a combination of power and reliability) acoustically.
 

ABOUT THE CLIENT

Airbus Group, originally formed as European Aeronautic Defence and Space Company (EADS), is an European multinational aerospace and defence corporation registered in the Netherlands. In 2014, 138.622 employees at 70 development and production sites worldwide, contributed to an EBIT of € 4,066 million, making Airbus Group the second largest aerospace and defense company worldwide.

IN DETAIL

THE APPROACH: GIVING THE BRAND Recognition AND VISIBILITY

The rebranding of the former EADS group was completed in early 2014. By taking on the name Airbus Group, the brand effectively highlighted its daughter-company's importance. The Airbus Group was given a new identity, developed and derived directly from the former EADS group brand.

 

DEFINING AND CREATING THE SOUND FOR AIRBUS GROUP

In a joint effort with the branding agency Lambie Nairn, amp developed and produced the main sound for the motion identity, an audible opener in all media productions.

 

THE RESULT AND ITS POTENTIAL

The sound is an acoustic translation of upwards striving power and the reliability of a strong brand
– Airbus’ secret to success.

The implementation of the motion identity has already begun and the Airbus-Sound is heard in Airbus-Group’s YouTube channel.

HOTEL SOUND

HOTEL SOUND

Sound for The Dolder Grand

ReFINEd SOUND CONCEPT FOR A
TRUE LANDMARK OF ZURICH

In search of sophisticated background music for its superior 5 star hotel, The Dolder Grand found amp.
Using amp’s Music Profiler, and taking into account The Dolder Grand’s target archetypes and brand values, amp generated a precise profile of The Dolder sound.
amp strengthened The Dolder Grand’s brand identity with a holistic concept, an expression of style and an attitude.
 

ABOUT THE CLIENT

The Dolder Grand (formerly known as Grand Hotel Dolder) is a 5 star hotel in Zürich located on the Adlisberg hill. Spreading out over 40,000 m², the hotel offers 173 rooms and suites, two restaurants, a bar, 13 conference rooms and a 4,000 m² Spa. The original "Curhaus" dating back to 1899, is now known as a luxury City Resort. The hotel’s elevated location, nestled between the pulsating life of the city and the calming forest, provides a magnificent view of Zurich, the lake and the Alps."

IN DETAIL

THE APPROACH: HOTELS - MORE THAN JUST ACCOMMODATIONS

A hotel is an overall concept, an expression of style, an attitude. That is why music is critical for cultivating your hotel's image. Music can indicate a high quality of service or express a lifestyle of high demands. Music heard in a hotel expresses and prescribes the in-house lifestyle of the setting. 

DEFINING AND CREATING THE SOUND FOR THE DOLDER GRAND

In order to create a Dolder Grand-specific and exclusive sound, amp collaborated with the The Dolder Grand branding team to develop a concept which both incorporates The Dolder Grand’s brand values and the profiles of its their human archetypes. This concept serves as the basis for the implementation of the "The Dolder GrandMusic Library" in all public areas of the hotel.

THE DOLDER GRAND MUSIC LIBRARY

1st step: from the artist to the song
To get started, amp first filled the The Dolder Grand Music Library with potential songs by so-called "core artists", who match The Dolder Grand's brand values. By looking for other artists with common attributes (across all genres), the list of core artists was expanded.

2nd step: from the song to the The Dolder Grand brand
If the analysis of a song yielded a correspondence with the The Dolder Grand archetypes and brand values, then the title was added to the The Dolder Grand Music Library.

3rd step: playlists for different times of day
Based on human circadian rhythms, the songs from the The Dolder Grand Music Library were sorted into playlists for different times of day. According to the energy levels of the songs, they were placed into the appropriate playlist to fulfill particular needs according to the human performance of the setting.

THE DOLDER GRAND TOPICS

As the result of amp's collaboration with the Dolder Grand Branding team, amp was able to define The Dolder Grand’s brand values acoustically. By categorizing brand values and understanding the themes, amp was able to attribute musical parameters to each playlist.

Listen to the themes on Spotify:

Spotify Playlist “Closeness”

Spotify Playlist “Castle & Zurich”

Spotify Playlist “Tradition & future”

Spotify Playlist “Detox”

Spotify Playlist “Beauty”

Spotify Playlist “Vitality”

Spotify Playlist “Relax”

 

THE DOLDER GRAND PUBLIC AREAS
Although each area of the luxury resort (lobby, restaurant, entrance hall, spa) has its own needs and requirements, it was important to create an integrated and holistic sound concept for The Dolder Grand. Therefore the sound concept needed to incorporate and unite The Dolder Grand’s brand values, while also satisfying each area's needs. 

 

THE RESULT AND ITS POTENTIAL

amp has given The Dolder Grand an acoustic identity which expresses the unique Dolder-experience consistently. The Dolder Grand’s guests experience the topics "closeness", "castle & Zurich" and "tradition & future" audibly throughout their stay at the Dolder Grand, taking these impressions home with them. The musical topics heard in the spa area adhere to the Dolder Grand’s Spa concept: "Life Balance". Inherent in this concept are four different themes ("relax", "vitality", "beauty" and "detox"), which immerse the guests in an environment of health and well-being, restoring balance and harmony for body and soul.

 
 

BRAND APP SOUND

BRAND APP SOUND

The Sound of BrainLab Buzz Application

Audible functionality and
functional audio for medical communication

Brainlab was in search of audible support for its new videoconferencing software (designed for communication between medical professionals in hospitals).
amp developed a brand-specific functional sound concept and used this as the bases for the production of a holistic functional sound set.
In this way, amp created a professional and unique acoustic product identity supporting crucial communications in hospitals.
 

ABOUT THE CLIENT

Brainlab is a world leading manufacturer and designer of soft- and hardware for medical devices. With innovative technologies the brand ranks among the world’s leading manufactureres of medical equipment. The brand is characterized by a new and individual design, has been awarded serveral design awards and, thus accupies a niche in the medical technology sector.

IN DETAIL

The Approach: Making functions Audible

Given the distinctive features and high design standards of Brainlab's products, the brand wanted to enrich its software with a unique sound identity. The software is implemented in the digital control center Buzz, a system developed by Brainlab. Buzz provides a wide range of functions: including accessing patient records and editing plans and videos for specific medical procedures. An integral part of Buzz is its videoconferencing application. This software facilitates and eases communication between doctor's offices, nurse's station and other medical facilities.

To enhance this software with unique and relevant sounds, the question to be answered remains: what does the brand Brainlab sound like?

 

Defining and Creating the sound for Brainlab

Based on the Brainlab brand values, INSPIRATION, INTEGRITY and SIMPLICITY, amp developed a set of functional sounds. Each sound takes into account the various technical requirements as well as the graphic interface design of the software. This sound set supports user-friendliness and eases interaction with the software, while also communicating the brand acoustically. In workshops with Brainlab's development team, amp definded sound characteristics by considering various possible effects and intermodalities of sound. The decision came down to a sound route which is familiar but also embellished with small individual surprises. amp ultimately translated these workshop results into a set of functional sounds heard in the Brainlab's Buzz software today. 

 

The result and its potential

When using the software now, a simple and organic sound family can be heard. These sounds mostly consist of musical and rhythmic components but also contain noise-like elements. This sound characterization aims to contrast the dense noise made by typical medical devices.

amp particularly consindered the spectral transmission characteristics of different devices (internal and external speakers at Buzz, laptop, headset), making sure that the final sounds remained as flexible as possible.

To establish a meaningful contrast from background noise during procedures, amp had to ensure intuitive sound-interpretation. Therefore it was important to test and optimize the synergistic audio-visual perception of actions and animations, making the user´s interaction with the videoconferencing application more intuitive.

Brainlab understood that a unique sound identity supports both functionality and brand image. Sounds for feedback, advice, alarm and error functions now support and supplement the interactive nature of the software and demonstrate a concrete brand communication within a holistic acousic identity.

 
 
 

SOUND BRANDING

SOUND BRANDING

Camp Beckenbauer Brand Sound

THE SOUND OF SPORT

CAMP BECKENBAUER – THE FUTURE OF SPORTS – event was looking for a sound identity that would capture both the history and the future of the event.
amp created a holistic concept for the event’s musical brand communication. Through the use of three different moods, amp gave the event a unique character.
 

ABOUT THE CLIENT

From 1 - 3 September 2014, the most important representatives of the international sports scene came together with economic and political leaders, as well as the media, to discuss "The Future Of Sports". Marcus Hoefl is foudner and CEO of this international summit, owner of the MHM Gmbh and the closest confidant of football legend Franz Beckenbauer.

IN DETAIL

THE APPROACH: A SOUND CONGRUENT WITH VISUAL CI AND BRAND ATTRIBUTES

THE FUTURE OF SPORTS – has been the Camp Beckenbauer claim since 2013. International decision makers and opinion leaders in sports, media and economics meet at CAMP BECKENBAUER every year for an exchange of socio-political ideas. Along with lectures and panel discussions, a gala evening and the Kaiser Golf Trophy create a specific atmosphere. The impressive mountain known as "Wilder Kaiser" in the Kitzbühel Alps is the magnificent backdrop of the event and the source of inspiration for the visual identity of CAMP BECKENBAUER.

 

DEFINING AND CREATING THE SOUND FOR CAMP BECKENBAUER

THE BRAND SOUND

Both the motif and the body of sound are in line with the visual CI and the brand attributes. The melody of the main four-tone motif is also inspired by the exalted backdrop of "Wilder Kaiser". The sound and melody are designed to be stimulating and motivating, bringing in new ideas. A french horn plays the leading instrument, symbolically referring to the powerful think tank that is CAMP BECKENBAUER. Similarly the use of electronic percussion and pulsating string elements are meant to demonstrate the expertise and analytical procedures of the event.

THE MOODS

Each day of the event followed a specific theme (summit, gala, golf party) and was thus accompanied by specific mood. The strong brand theme itself is heard in each of these musical moods:

 

THE RESULT AND ITS POTENTIAL

amp developed a holistic concept for Camp Beckenbauer's music and brand communication.

Three different moods in the music give the event a unique character.

For touchpoints such as films, TV-spots and announcements, a characteristic brand voice represents the brand CAMP BECKENBAUER. 

Further adaptions of the brand melody were used for announcements of special stage appearances and specific items on the program (e.g. audience voting). These musical forms are heard throughout the event. The sound thus acts as an acoustic business card, meeting the audience at all relevant touchpoints.

 
 

SOUND OF FASCINATING GASES

SOUND OF FASCINATING GASES

The Sound of Fascinating Gases

SCULPTING SOUNDSCAPES FOR A FUNDAMENTALLY ABSTRACT PRODUCT

The Linde Group has developed a unique, exciting and informative way to present its products on digital devices through the “Fascinating Gases” app.
amp designed acoustic identities for various Linde gases, based on each gases’ physical properties. This way amp transformed a ‘mute’ topic into something audible, inviting users to engage in an interactive journey of discovery.
The “Sound of Fascinating Gases” was honored with the Red Dot award: best of the best.
 

ABOUT THE CLIENT
The Linde Group is a world-leading gases and engineering company with approximately 62,000 employees working in more than 100 countries worldwide. Linde’s Gas division serves customers in almost every industry segment, including healthcare (medical gases). Linde stands for over 130 years of technological progress. Technology, innovation and an inventive spirit have characterised the company from the very beginning, thanks to the pioneer Carl von Linde.

IN DETAIL

The Linde Group has found a unique way to give its products a visible and audible presentation that is both exciting and informative for the general public. Following the slogan "discover a world of unseen potential", the Fascinating Gases app and microsite, allow users to discover more about Linde's industrial gases and the decisive role they play in our daily lives.

FASCINATING GASES APP

Working closely together with the Hamburg-based agency Peter-Schmidt-Group – responsible for the visualization of Linde gases – amp created the soundset for the Linde app: an app, which invites users to experience Linde's "Fascinating Gases" project.

The air separation process patented by Linde, is also a central element of the app: it is also explained through animation, text and sound.

THE APPROACH: GIVING GASES A VOICE

This innovative project was an especially appealing challenge for amp, given that it started with the question of how it is possible to hear products and processes which are neither visible nor tangible.

This is where amp recognizes the potential of sound, as an impressive and effective means of communicating processes not accessible to the eye (in this case, the physical separation of air). By using intermodal analogies of tonal colors and perceptions, these abstract processes can be communicated through sound design. 

This is how amp's sound design was able to effectively demonstrate the technical phases of air separation.

 

DEFINING AND CREATING THE SOUND FOR "FASCINATING GASES" APP

As seen on the "Fascinating Gases" Website, the app itself depicts twelve visual representations of different gases. amp takes it a step further, by composing a separate soundscape for each gas. These soundscapes reflect the physical properties of the gases, giving each specific gas a unique acoustic identity. 

AIR SEPARATION
The air separation process begins with the intake (1) of air. The filtering (2) process then removes any dust particles. The filtered air is then put under pressure and compressed (3).
The cleaning (4) process then removes impurities from the air. The pure compressed air is relieved of tension in an expansion turbine. The cooling (5) process then triggers the liquefaction of the air.
For the separation (6) of the liquefied air, different boiling points are used to concentrate the gas components at specific levels. When the gases reaches the desired level of purity, they are either delivered to customers for further processing or filled (7) into intermediate storage tanks in liquid form.


THE RESULT AND ITS POTENTIAL

By accompanying selected interactions with music, such as popuppinch-in and pinch-out, the navigation of the app is made more intuitive. A fragment of the Linde audio logo is used as the starting sound for the app. Both the compressed air sound and the audio logo are key components of the Linde Sound Identity. These sounds thus create a clear connection to the brand’s acoustic identity.

With this app, Linde has stayed true to their motto of "getting ahead through innovation", while at the same time making an exciting contribution to the brand experience.


This app bridges the gap between a engineering-focues B2B company and their consumers, providing graphic illustrations of the Linde's technological process.
 

The Fascination Gases app is available in the Apple Store.

 

CONVINCING BOTH: CLIENT AND EXPERT JURY

The Red Dot Awards honored the "Sound of Fascinating Gases" project with its "Best of the Best" Award. 
In 2014, these honors were awarded to only 101 entries (or 1.4% of all entries), as very few met the high demands of the expert jury.

"The sound concept of this work convinces with a very good solution to the challenge of how to develop a sound for a fundamentally abstract topic. On the other hand, its aesthetic implementation has been particularly well thought out. Together with the use of intermodal analogies, the entire approach towards the sound design has been realized exceptionally well." (Jury statement)

BRAND SOUNDSCAPES

BRAND SOUNDSCAPES

The Sound of Munich Fabric Start

ORGANIC sound TEXTURES FOR
ORGANIC TEXTILES

Trade show MUNICH FABRIC START wanted a soundscape for its 2011-unique feature: the Eco Village.
Sounds from the natural world and certain musical fragments served as the basis for the soundscape created by amp.
 

ABOUT THE CLIENT

MUNICH FABRIC START is Germany’s leading textile trade show. It is one of the most important international trade shows for apparel manufacturers. A focal point of the event are the textile finishings and full packaging services provided. Twice a year, beginning with the new fashion season, MUNICH FABRIC START serves as a trading space of ideas and materials for around 20,000 trade visitors. The most important representatives of the apparel industry from all over Europe meet here, at the MOC Conventioncenter Munich.

IN DETAIL

THE APPROACH: NATURE'S NEVER STEADY - NOR IS ITS SOUNDSCAPE

The most significant new feature of Munich Fabric Start in 2011 was the green-ification of its Blue Zone. The fair's fifty-four denim specialists gathered here, in the (newly coined) Eco Village, displaying goods specially produced and devoted to eco-friendliness.

 

DEFINING AND CREATING THE SOUND FOR MUNICH FABRIC START

To provide an acoustic setting for the Eco Village, amp created an organic soundscape using sounds from the natural world (nature and the animal kingdom) and from musical fragments played by natural instruments. amp configured software which mixed all sounds and musical fragments in real-time (live), generating an organic and varied result. 

 

THE RESULT AND ITS POTENTIAL

amp's organic soundscape served as a natural backdrop and provided a unique acoustic setting for the Eco Village, making the entire experience both memorable and emotional.

The generative soundscape was used for the entire term of the exhibition and, thanks to amp's organic approach, was never "exhausted" but stayed fresh, entertaining and full of variety. 
 
 
 
 

MANAGEMENT CONFERENCES

MANAGEMENT CONFERENCES

For its Management Conference 2010, The Linde Group looked to amp for audio-support.
amp organized a concert of the Linde Suite, played by a symphony orchestra and a keyboard player, whose LED key matrix let the audience see the music as it was played in real-time.
amp not only provided musical entertainment, but also delivered long-lasting audible proof of a common Linde Group identity.

As the Linde Group prepared for its Management Conference 2012 in Shanghai, amp developed a concept that would leave lasting emotional impressions and lifelong memories with participants.
This spectacular result was achieved through the use of impressive sound installations at a Linde Group concert played by the Shanghai Opera and Choir.
 

ABOUT THE CLIENT

The Linde Group is a world-leading gas and engineering company with approximately 62,000 employees working in more than 100 countries worldwide. Linde’s Gas division serves customers across almost all industry segments, including healthcare (medical gases). Linde represents over 130 years of technological progress. Technology, innovation and an inventive spirit have characterized the company since its inception, thanks to its founder Carl von Linde.

IN DETAIL

2011

THE APPROACH: CONVEYING The CONFERENCE'S MESSAGE THROUGH SOUND

Every two years, the entire Linde Group Board and 500 top Linde managers from around the world meet at The Linde Group's Management Conference to define, discuss and evaluate strategic topics for corporate development. amp's task was to set the musical and acoustic scene for the Management Conference in such a way, that those attending will remember the conference's themes for a long time to come. The Linde motto, "I am taking the lead", demonstrates The Linde Group's goal of taking decisive steps to become the world market leader in industrial gases.

Defining and Creating the Sound for the Management Conference

The cornerstone of the Linde Group's acoustic identity is the catchy, versatile Linde theme, which grows into a four-movement suite. At the Management Conference 2010, the Linde Suite was performed by a classical symphony orchestra and supplemented by ethnic and electronic instruments. This took the audience on an awe-inspiring journey through four epochs and the most important phases of the company’s history. The music was not only designed to fuze traditional and futuristic elements, but also to reflect the company’s multicultural values.

THE RESULT AND ITS POTENTIAL

How does one create true passion for something? Through unique musical experiences. This was the case at the Linde Management Conference 2010, where 500 attendees were treated to a surprise premiere of the Linde Suite. The audience was spellbound by the symphony orchestra and the four soloists playing ethnic and electronic instruments – the most important of which was the Tenori-On, a keyboard whose LED key matrix let the audience see the music as it was played in real-time. Following the success of the premiere, a recorded copy of the Linde Suite and a personal greeting from the CEO, were sent to all Linde employees around the world – audible proof of a common identity.

2012

DEFINING AND CREATING THE SOUND FOR THE LINDE GROUP'S MANAGEMENT CONFERENCE

Following the extraordinary musical sensation at the Management Conference 2010, the challenge was to go a step further in 2012. Meeting in Shanghai set completely new standards.
Extravagant sound installations at various locations were intended to welcome participants in the spirit for the conference. The goal of the soundscapes was to reference both the venue as well as to the company: industrial sounds, natural sounds, urban sounds, ethnic sounds and music accompanied participants throughout the conference. The main event and conclusion of the conference was a live concert played by orchestra and choir.

  • At the hotel, the conference's main location, the Linde Lounge featured an unobtrusive soundscape accentuating visual design themes.
  • Specific musical themes and motifs guided participants through the conference. A traditional gong announced the beginning of important events.
  • The club event at the trendy M1NT Club was divided into two different sound zones: the restaurant and the club lounge. In both zones, a fitting atmospheric sound and music environment provided pleasant entertainment for guests from all over the world.
  • The emotional highlight was the live concert in the Bubble. The location presented unimaginable challenges for the sound engineers, however, the team managed to convert the location into a concert hall in no time. Orchestra and choir, as well as erhu, duduk and taiko players, created veritable waves of excitement in the audience.

THE RESULT AND ITS POTENTIAL

The first part of the Linde Suite of 2010 was a musical trip through the history of the company. In 2012 the journey continues through amp's new composition "From Source to Ocean", accompanying all Linde employees on their way to the top of the world.

 
 
 
 
 
 
 

PRODUCT SOUND IDENTITY

PRODUCT SOUND IDENTITY

The Sound of BSH Extreme

A powerful SOUND tool with enough torque for a lifetime

BSH Hausgeräte was in search of a very specific type of audio support. amp was able to provide this music production in the form of an audio construction kit. This music was used in product films, particularly for films dedicated to the “Extreme Power Edition” product line.
A simple, catchy theme was composed in a rock style with select electronic sound effects.
amp provided a fresh, forward-thinking sound that remains flexible for future adaptations of other videos.
 

ABOUT THE CLIENT

BSH Hausgeräte is a global group of companies with an annual revenue of around € 11.389 million (2014). Originally a joint venture between Robert Bosch GmbH (Stuttgart) and Siemens AG (Munich), BSH Hausgeräte was acquired by Bosch in 2014. Today BSH has 42 factories in 13 countries in Europe, the U.S.A., Latin America and Asia. Together with a worldwide network of sales and customer service companies, the group boasts more than 80 companies doing business in 50 countries, and has about 53,200 employees.

IN DETAIL

THE APPROACH:POWER EDITION PRODUCTS NEED POWER EDITION SOUNDS

For musical accompaniment of the product video "Siemens Z6 extreme power edition", BSH Hausgeräte needed sounds that were reminiscent of the product, as well as visual footage that was appropriate for their target group. In addition, the music had to be adaptable to other film editor’s cuts.

 

DEFINING AND CREATING THE SOUND FOR BSH HAUSGERÄTE

amp composed a simple, catchy theme in a rock style, using select electronic sound effects. When producing the music, attention was paid to the malleability of the song, ensuring possibilities for future form and length changes.

 

THE RESULT AND ITS POTENTIAL

In the end, the music’s fresh and innovative character met all the wishes and requirements of BSH Hausgeräte. amp developed an audio construction kit from this music, making it very easy to create future adaptations of the music.

 

SOUND BRANDING

SOUND BRANDING

The Sound of China Club Berlin

AN UNUSUAL AND EXCLUSIVE
SOUND JOURNEY ACROSS CULTURES

China Club Berlin was in search of a brand song for their club, as well as an exclusive playlist compilation.
amp developed a concept comprised of an exclusively composed brand song and a high-quality compilation of well-known pieces.
With the compilation “Aperó Mondial”, amp takes guests on an exclusive cocktail hour journey to various places in the world.
 

ABOUT THE CLIENT

China Club Berlin is one of the most unusual and exclusive business clubs in Germany. Founded in April 2003 by Anne Maria and Anno August Jagdfeld, it is located right next to Hotel Adlon at the Brandenburg Gate in Berlin. The aim of this "place of communication, relaxation and enjoyment" is to give luminaries from the business, politics, culture and media industries a platform for stimulating conversation, as well as rest and recreation.

IN DETAIL

THE APPROACH: A SOUND IDENTITY MIRRORING THE CLUB'S POSTURE AND ROOTS

The China Club's management decided to add an integrated music concept to its already dominant visual identity. This combination of design mediums highlights the club’s exclusive quality and its special relationship with Chinese culture.

 

DEFINING AND CREATING THE SOUND FOR CHINA CLUB BERLIN

Following several workshops with the venue's management, amp developed a concept involving the composition and production of a unique brand song, as well as the compilation of well-known pieces played by famous artists. This bundle was presented in an elegant package, which was designed in accordance with the China Club’s CI.


THE RESULT AND ITS POTENTIAL

After choosing the titles, clarifying the rights involved and monitoring all stages of production, the compilation "Aperó Mondial" came into being. The CD begins and ends with the title “Taste of China”, a title composed and produced by amp exclusively for China Club Berlin. Eleven other excellent pieces and songs from the around world are heard on the compiled playlist. Each evokes the fine atmosphere of cocktail hours in various places around the world.

 
 
 
 
 

SOUND IDENTITY

SOUND IDENTITY

Sound for the German Film Award

A grand music concept for a superb award ceremony 

German Filmpreis (German Film Award) wanted its event to resemble the Oscars for the first time since 1951.
amp composed a theme song for use in three scenarios – the grand opening, the winner jingle, and the closer – and recommended a large symphony orchestra to play.
The power and opulence of this music concept embellished the award ceremony with grandeur and successfully contributed to the Oscar Night character that the event strived for.
 

ABOUT THE CLIENT

Deutscher Filmpreis, founded in 1951, is the most famous and most generously endowed award for German films. Until 1998, the prize had been handed out by the German Interior Minister. Since 1999, however, the Federal Government Commissioner for Culture and Media has nominated prize-winner. This new trophy is the called "Lola", a statuette in female form. The official awards show, inspired by the Oscars, is held in the Berlin State Opera Unter den Linden.

IN DETAIL

The Approach: Event-transformation through sound

In June 1999 - for the first time since 1951 - Deutscher Filmpreis (German Film Award) was to be held as part of a glamorous TV gala rivaling Hollywood's Oscar night. For this nearly four-hour mega-event, which brings together the crème de la crème of German culture, the German Federal Film Board commissioned production company Schwanstein AG to develop a Hollywood-grade soundtrack that would encompass the whole evening, from the arrival of the guests, to the winner’s anthem, up until to the grand finale.

 

Defining and Creating the sound for Deutscher Filmpreis

After receiving the creative brief from the production company, amp composed the theme song, designing it for three different scenarios – the grand opening, the winner jingle, and the closer. amp recommended a large symphony orchestra play the music live while simultaneously enhancing the performance through the use synthetic drum loops.

 

The result and its potential

Following the extensive arrangement and orchestration work, as well as the sound mix conducted in amp's own studio, the power and grandeur of the music was realized with the help of 72 members of the Bavarian State Orchestra.

 

THE SOUND OF SUMMER

THE SOUND OF SUMMER

The Sound of Summer for Maxi Magazine

Selected gems for hot summer days

The Heinrich Bauer Verlag was interested in releasing a CD compilation for its June issue of Maxi magazine.
For this compilation, amp selected pop songs which would meet the Maxi readers standards and make the beautiful moments of the summer unforgettable.
With “THE SOUND OF SUMMER”, amp not only substantially increased the June issue’s sale, but also gave 250.000 Maxi readers a musical treat.
 

ABOUT THE CLIENT

"REAL LIFE in GLAMOROUS SHOES" – that is Maxi, the young, sophisticated monthly magazine for self-confident women. The makers and their readers are one of a kind: the same wishes, the same troubles. They mirror their readers. Maxi is not only a look, Maxi is an identity: in some ways decadent and beautiful – sometimes naive and playful, even girlish, yet elegant. This identity makes Maxi modern and unique. Maxi readers are young educated, working women with above-average net household incomes.

IN DETAIL

The Approach: Summer sound pearls for readers' maximum treat

Maxi's publishing and editing management wanted to give their readers a unique and special gift – one that would reflect the identity of the magazine and arouse emotions. The idea: A playlist compilation designed to make the most beautiful moments of the summer unforgettable.

 

Defining and Creating the sound for Maxi

amp presented a concept themed: "Mix tape for a short summer trip". This concept involved high-quality songs that take listeners on short journeys into the sun and highlight the moments that make the journeys unforgettable. Unlike other playlist compilations which are based on mainstream titles, amp selected "pearls" of pop music to meet the Maxi reader's unique standards.

 

The result and its potential

Artists such as Phoenix (word-famous band from Versailles), Benjamin Biolay & Chiara Mastroianni, Lissy Trullie (a strawberry blonde model from New York), Keren Ann (part of the Paris "nouvelle chanson" movement) and Jasmin Tabatabai, made up this acoustic treat. With its 250,000 copies, "The Sound of Summer – Maxi-CD Vol. 1" substantially enhanced the issue’s sale, with readers' feedback showing that the CD really did contribute to a musically unforgettable summer.