Branding for all the senses.
The German Federation of the Blind and Partially Sighted (DBSV) has 40,000 members with varying degrees of visual impairment. In our sound for the DBSV, we bring together perceptible user research with considerate audio branding and the work of the organized federation.
We live in a world of the sighted – for many people this becomes a challenge in the course of their lives, others are confronted with it since birth. The DBSV unites blind and visually impaired people as well as eye patients and their respective needs under one brand.
Alongside the new corporate design of the organization, created by the Berlin design agency adlerschmidt, we developed an audio branding and asked ourselves the following questions: How can we incorporate the different experiences and needs of so many people into a few minutes or even seconds of music? And can we create an adequate representation of the DBSV when our living worlds are essentially different?
To get to know people and brand, our service design unit why does robin undertook an in-depth user research. For this, we selected a diverse group of members with different visual impairments, stories and interests to get to know the members of the DBSV better.
We followed this group around in their daily lives, going shopping and to the post office, navigating city traffic and visiting them at home. We formulated our insights into three core principles. This allowed us to create the strong foundation for a sound that is sustainable and credible.
Organization and a sense of community is provided in a multi-voiced choir.
A simple rhythmic scheme is used to translate acoustic orientation in space.
Warm piano chords and a composition that is not too overloaded create security and confidentiality.
As the last component, we have developed the DBSV motif. It is composed of the notes D, Bb, Eb and V, the fifth note of the key signature. In combination, the three sound elements and the DBSV motif form a unique and unmistakable DBSV brand sound.
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The team at why do birds took a sensitive and systematic look at the world of blind and visually impaired people and then incorporated the findings into our brand sound project. They had a plan - and it worked!
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In an interview with the "Sichtweisen" podcast, Ann-Christin Ahrens and Sebastian Jautschus explain how identity-forming audio branding can be done efficiently for a brand.
