SONIC BRANDING

“Writing about music is like dancing about architecture.” For this reason, we prefer to share our sonic branding work through a behind-the-scenes look at some of each project’s work in progress. We believe you will see more of our approach to sonic branding and identity than you may sometimes get from a single mnemonic or sound cue in isolation.

ACURA

Mullen Advertising hired Robot Repair to explore percussive mnemonics to expand on ACURA’s existing “Kick Kick Snare” audio / logo sequence. They wanted a range of modern options that could work against aggressive or more mellow spots.

 

AMEX

McGarry Bowen Hired Robot Repair to explore a campaign mnemonic to be used on all spots. The intent was to interrupt whatever music preceeded the end animation of the card spinning onto screen.

 

Zappos

Mullen hired Robot Repair to create quick musical end tags to otherwise dialog-only TV campaign for Zappos. They wanted something friendly and a little bit silly. These are some of the options we wrote. The winner was ‘peaches and cream’.

 

ISIS PAY

THE MOST UNFORTUNATE COMPANY NAME CHOICE OF ALL TIME!? Long before the name belonged to terrorists, we were hired by an online payment company to create sounds for their smartphone app. Sounds ranged from app launching sounds, message notifications, to payments made and received. (They did eventually change their name.)

 

LG

Strawberry Frog hired Robot Repair to explore a range of tones to use as brand mnemonics for LG’s ad campaigns and for use on a new range of devices.

 

US Cellular

Mullen hired Robot Repair to create a series of sounds representing technology and communication for use in various branding and apps.

 

TenCent Games

Droga 5 hired Robot Repair to create a mnemonic for the TenCent Games intro logo that appears as one of their video games is loading. The goal was something dark, a little ominous but understated.

 

Quickbooks

RPA Hired Robot Repair to explore some campaign mnemonics for an animation on a campaign promoting a new quick tax returns product. We explored tonal mnemonics as well and sound design that summed up a quick fast easy experience getting taxes done.

 

US Bank

Carmichael Lynch hired Robot Repair to Explore the introduction of a brand mnemonic based off of the music we created for a national broadcast campaign already on air. We explored options that could seamlessly integrate with the existing music we wrote for the spots.

 

K Swiss

72andsunny hired Robot Repair to create a series of ridiculous musical end tags that would hold together as a campaign purely based on their common sillyness and faux-retro charm.