Abstract

By combining a fresh visual design with a bespoke sonic identity (developed by Amp.Amsterdam // The Sonic Branding Company), Webex regained its reputation for innovation, reinforced its brand leadership, and captured the hearts and minds of its clientele.

Description

As part of the overall rebrand initiative, we needed to create a set of sonic guidelines and deliver a full suite of key sounds for the Webex brand. The sounds will be used specifically across Webex app and Room OS (device operating system) product experiences, including desktop, web, and mobile apps and all Webex devices. These sounds may also be used in front-line worker communication/collaboration experiences (e.g., push-to-talk devices). The goal was to create new sounds that would echo the newly developed visual Webex brand universe as produced by AKQA. They should…

The sonic rebrand elements should also reflect an overall human-ness, exploring authentic life moments and spontaneity. The sound still needed to be authentic, true-to-life, and relatable. Webex appeals to diverse audiences through universal themes and inclusivity. In turn, the sonic suite should also highlight the synergy of collaboration.