Gentle, clear and confident.
Modern luxury meets Korean tradition at car manufacturer Genesis. Connoisseurs appreciate the vehicles for their elegance and high quality, which is never on display, but reveals itself in a restrained and stylish way in all components. We brought the corporate philosophy to life acoustically through 360° audio branding.
Our aspiration was to perfectly capture the brand personality of Genesis, dubbed "Quietly Iconic," sonically. By avoiding fast tempo or high volume in the music, we convey that impression of understated elegance. Gentle chords contrast with a confident composition and show Genesis as a brand out of competition, operating in its own league.
Space is luxury in itself. That's why space and room size play a big role in the music for Genesis. We make use of the silence between notes, let sounds fade out slowly, and give motivic cues room to breathe. Classical instruments like piano and cello underline the premium character.
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To pay tribute to the carmaker's Korean heritage, we took inspiration from an important traditional percussion instrument: The Korean jangu drum provides rhythm and tonal progression for the key Genesis melody, which is also heard in the audio logo.
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Clear guidelines and handy music building blocks help marketing departments and agencies around the world leverage the audio branding. This reduces the costs for new music productions while creating a consistent global identity for the Genesis brand.
As far as the ears can hear.
Every time a customer interacts with the brand, the Genesis sound radiates its atmospheric presence: from the sound in the showroom or the music in the service hotline, to sounds inside the car. In this way, we have created a powerful 360° brand experience that reaches customers on another sensory level.
Sound on and raise the curtain!
When developing the brand sound for Genesis, we also considered the acoustic design of events. Exciting music fills the venue before the start of an event; rousing rhythms resound during a stage performance. Discreet soundscapes underline the breaks, which are only interrupted by the occasional interval gong – of course based on the distinctive 5-tone sequence from the audio logo.
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