easyCredit Sonic Branding

In the finance and insurance sectors, it is particularly important to have a strong brand that can be clearly differentiated — because of high market saturation, low brand loyalty, and the presence of similar product portfolios. Sonic branding can enhance brand perception at all stages of the customer journey, consolidate different aspects of the brand, and increase brand recall. To address this issue, together with Denkwerk, we developed a comprehensive and flexible sonic branding for easyCredit, which audibly represents the brand and its various facets at all points of contact.

The sound world

In the first step, the acoustic core of the brand was defined and made audible in the form of a unique sound world. This sound world serves as the content framework for all acoustic works to be produced: from the brand song and sound logo, through to UX/UI sounds, meaning that this acoustic core of the easyCredit brand will be utilised in every audio-visual point of contact.

Our main challenge was to make the easyCredit brand acoustically perceptible across all touch points and communication occasions — from the hero campaigns and help content through to the hotline. The result is a flexible, easily utilised acoustic ecosystem that complements the brand's corporate identity.– Mike Arnus, Senior Account Manager (TRO)

The sound world "In Good Company" was created based on easyCredit's brand values and positioning. The combination of two rhythmic characteristics takes the listener by the hand:

Breakbeats
A driving rhythm sets the pace — slow and stimulating at the same time.

Walking bass line
The "walking bass" (known from jazz) is rhythmically even and harmonically complex — we adapt the "walking" and position its notes into a rhythmic, casual figure with catchy harmonics.

Brandsong

The easyCredit brand song reflects all the characteristics of the brand's sound world.

The brand song is being used at the launch at many different contact points, such as radio campaigns, explanatory films, and the hotline.

Soundlogo

Small, simple instruments (e.g., whistles, toy organ, mini trumpet, piccolo flutes) make up the basis of easyCredit's sound logo. By using a realistic, small space, they seem to be as near to us as they would be if they were in our living room.

Das Sound Logo wird in allen visuellen und audiovisuellen Kontaktpunkten der Marke eingesetzt.

Brand Voice

In order to address regional differences in the perception of voice and language, we have defined a separate brand voice for both the German and Austrian markets.

The brand voice will encompass all of the brand's spoken content. Both the German and Austrian voices are utilised in all campaigns, the online content and the hotline of the respective market.

Flexibility

Clearly defined rhythmic and melodic characteristics allow flexible adaptations of existing assets and new productions for a wide variety of campaigns and points of contact.