By John Glenday, Reporter

March 5, 2020 | 2 min read

O2 has become the latest business to sound out the potential for sonic branding after entering into a collaboration with creative music agency MassiveMusic.

Building on its signature aquatic blue bubble visual identity the mobile operator is chasing a second sense to hammer home the importance of ‘digital oxygen’ to make listeners feel more alive with a bespoke aural identity spanning apps and stores to gig venues.

Rachel Swift, brand and creative director at O2, commented: “O2 has always had a strong visual identity so it was a natural progression to extend this into the world of sound. This comprehensive and adaptive identity will be integrated across all customer touchpoints, bringing to life the unmissable moments that our customers experience on O2.”

Roscoe Williamson, creative strategy director at MassiveMusic, added: “Our challenge was to reimagine the human breath in sound and music, so we got inspired by life’s unmissable moments and the breath you take right before you act. It resulted in a sonic language that is rhythmic and ethereal at the same time, encapsulating O2’s brand notion of feeling more alive.”

One of the first brands to broaden its soundscape was Mastercard which is poised to release its first full album and has made much of how giving customers an earful has boosted its perception, with 77% of customers in one GFK Global study believing a sound effect makes transactions and stores ‘more trustworthy’.

AXA has also recently entered the fray with a rejig of its own audio identity while related research undertaken by the 4A’s indicates that the future will arrive with a ping.

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