Discovering Simplicity.
In collaboration with South Korean automaker Hyundai, we created a holistic sound architecture that brings the brand’s positioning to life at every touchpoint: from music and sound logos for video ads, to soundscapes for dealerships, to user interface sounds in the car.
The brand’s guiding principle, “Richness in Simplicity,” shifts the focus to the subtle, truly important things. Beauty often lies in life’s simple pleasures. This attitude toward life also inspired the central compositional idea behind the Hyundai sound: a swift six-note sequence that passes by like a special, yet subtle and fleeting moment.
The six-note melody is a central component of the sound logo and serves as the foundation for all other sound variations used across the various brand touchpoints: welcome and warning tones in the car, soundscapes that change throughout the day at dealerships, soundtracks in promotional and advertising videos, and hold music on the service hotline.
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We are more than satisfied with the result: In addition to the sound logo, we consistently use a variety of other sound elements all over the world. This underscores that our brand promise is universal and that our customers can count on experiencing the same brand values no matter where they are.
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