Projects
ISD Team
18 Apr 2024
Abstract

The Japanese automotive luxury brand INFINITI is creating rewarding experiences for all senses that extend beyond the car. The Audio Branding is based on the rich Japanese heritage, which is all about the balance of different forces. Our goal: A sound, that embodies INFINITIs fusion of power and serenity, deeply rooted in their brand strategy.
 

Description

INFINITI has never aimed to be a brand for everyone. Their goal is to be everything to some. Distinctively Japanese, INFINITI create rewarding experiences for all senses that extend beyond the car. To elevate the experience for the customers, we were asked to add a new dimension: a signature sound. For retail spaces, live events, and digital trade shows, for social media and service contact points, and – of course – for the driving experience in the luxurious vehicles themselves.

We drew inspiration from the rich Japanese heritage, which is all about the perfect balance of different forces, thus becoming greater than the sum of their parts. Our goal: A striking, yet tranquil sound, that embodies INFINITIs fusion of power and serenity, deeply rooted in their brand strategy.

We brought this fusion to life by using two instruments:
The Taiko Drum – distinctively Japanese – embodies human performance and power. Combined with the Japanese wind-chime Furin, an instrument solely played by the wind. A delicate sound, representing serenity. The human-experience is at the center of everything at INFINITI.
So naturally, the signature sound is centered around the human voice. A soothing, humming female vocal, speaks to the Japanese philosophy; that power is not about loudness but a sense of inner confidence.

We created a musical hook leveraging inspiration from the Japanese concept of Ma, where the pause between the notes is as important as the notes themselves. The delicate balance of Taiko, Furin and the singing voice brings our signature sound to life. Welcome to INFINITIs Moment of Tranquility.

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