Wherever UBS is heard, it sounds like UBS. This goal led us to realize a project that combines all measures of strategic acoustic branding. We focused on “clarity, truth & performance” – brand values of UBS. And we converted them into a holistic acoustic identity: emotional, multidimensional, international.

We thought…
…how to specifically elaborate an acoustic research design that sheds light on people’s emotions and associations related to music in general and brand values in particular. Additionally, we explored how best to convey results sonically.

We listened…
…to people from 7 different countries to understand their psychological schemes of defined brand values. Keeping in mind international project realization we also considered intercultural differences.

We thought again…
…and conducted a worldwide competitive review and benchmark analysis to be best prepared to develop the multiple-channel strategy covering all internal and external touch points. After transferring brand values into music parameters, we finally defined a composers briefing. This especially took into account UBS’ approach not to appear on high recognition value to safeguard integrity and respect clients. It rather focused on the emotional client benefit.

We inspired…
…by the creation of a distinct and flexible brand theme – formed to an acoustic logo and broadened to a world of sound expressing the clear, warm, and vigorous brand tonality. Since then we have been realizing numerous acoustic design elements across all channels and paid special attention to acoustic room conditioning in branches.

We orchestrate…
…the holistic implementation. Acoustic identity guidelines give support and supervision. Global trainings of stakeholders assure understanding and consistency. We conceptually and technically developed an online sound database – encompassing 5 defined music styles with content of more than 400 branded titles. As a brand guardian we globally assist marketing employees in individual questions… and we ensure: Wherever UBS is heard, it sounds like UBS.