Bringing empathy to life through sound.
As a mutual insurer, owned by its policyholders, Amica has always been about people—built on trust, financial stability, and empathy. That empathetic mindset shows up everywhere: in award-winning services, smart digital tools, and real conversations. It’s also in the brand’s visual identity: Amica’s design language is clear, focused and approachable—creating experiences that feel supportive, personal, and unmistakably human. Now it was time to make empathy audible.
Following the successful launch of Amica's "Empathy is our best policy" platform, Amica took the next step together with the agencies Mother NY and why do birds: the message also needed to be brought to life in terms of sound. The challenge: to create a sound identity that conveys calm, warmth and trust - and at the same time radiates self-confidence, reliability and modernity.
Our sonic toolkit was designed to be memorable, resonate emotionally — and scale flexibly across every brand touchpoint.
Our audit revealed a clear industry trend: U.S. insurance brands leaned heavily on jingles and sticky, attention-grabbing sounds to stand out in an intangible service category.
Amica needed a different kind of presence. The company did not want to add one more jingle to the insurance landscape. Instead, they looked for a sound rooted in empathy. To get it right, we didn’t guess. We consulted with musicologists at Humboldt University Berlin and audio experts to decode the science behind empathy in music.
Empathy means sharing the experience of another person. This is not a single emotion, but a complex interplay of different emotional states - something that cannot be directly translated into sound. And yet research results show: Certain musical elements can trigger basic emotions - and thus activate precisely those empathy networks in the brain that we have specifically used in our sound.
The Amica Sonic DNA consists of four parts built upon musical elements scientifically linked to empathy.
When interacting with its policyholders, Amica truly listens. We turned that approach into a 7-note motif, beginning and ending on “A” — echoing the name: A–mic–A. The first five notes carry the tension of the policyholder’s call. The last two notes? Amica’s answer, the relief — empathetic, warm, uplifting. Voiced by a cello, piano and synthesizer.
From the very first note, human connection takes the lead. We created a custom synsthesizer instrument made entirely from layered human voices — capturing the natural flow of conversation– calm, clear and reassuring. No jingle. Just trust, authenticity, and a sound that feels genuinely human.
Every conversation with Amica brings comfort — and we made that feeling audible. Through immersive reverb and delicate sound design, we created a sonic atmosphere that feels like an auditory embrace — spacious, premium, effortless.
Relationships
Built on trust, driven by rhythm. Amica’s mission is rooted in genuine, meaningful connection — not transactions. We brought that to life with a steady, driving, ongoing rhythm– a pulse that evokes a timeless, confident and stable feel.
The four parts of the Amica sonic DNA reflect the policyholder’s journey with Amica and the brand’s commitment to empathy, trust, and long-term care.
We brought it all together in the Brand Music Masterpiece–a dynamic soundtrack that evolves from first contact to lasting connection.
Each DNA element also stands on its own, forming the basis for future library tracks — a flexible system that scales across formats, channels, and touchpoints.
Im Zentrum von Amicas Klangidentität steht unser Call-and-Response-Leitmotiv – einfach, einprägsam und voller Empathie. Inspiriert von der fließenden Bewegung des animierten „A“ entfaltet sich das Soundlogo mit legato-artiger Eleganz – wie ein Dirigent, der ein Orchester führt, oder wie ein Gespräch zwischen zwei Menschen. Aufbauend auf der akustischen DNA der Marke entwickelt es sich innerhalb von vier Sekunden: Klavier, Cello, Bass, Schlagzeug, Synthesizer und eine beruhigende Stimme – jedes Element spiegelt einen Moment im Erleben der Versicherten wider.
