Sound that actually works.
The Federal Employment Agency provides individual advice on a daily basis on issues relating to work and training. Yet many people still regard it as an impersonal agency. A new brand sound should help to convey a new self-image to the more than 80 million customers: with optimism and positive energy.
Together with the Hamburg agency Kolle Rebbe, we developed a holistic audio branding that, at its core, addresses the question: "What does work actually sound like?"
Work gives people structure and support. People who work have a regular daily routine. Every day follows a rhythm that varies depending on the job. In the sound of the Federal Employment Agency, these individual rhythms become a multi-layered percussive mesh. This is how the rhythm of the Federal Employment Agency is created.
But work also creates freedom. The freedom to develop, to stand on one's own two feet and to make one's own decisions. Lively, dynamic melodies symbolise this freedom in music.
The combination of rhythm and melody results in a driving, euphoric sound that carries away and motivates. The Brand Sound makes every contact with the Federal Employment Agency a positive experience and thus helps to break down barriers and prejudices in people's minds.
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