Lift Up A/S

Sound design is often an overlooked parameter in product development. Often, the engineer chooses a ‘free’ beep sound online and overlooks the advantages that can be gained through design of intuitive product sounds.

Raizer II is an outstanding example of how sound design has both improved the usage of a product and resulted in a significant boost of sales compared to the previous Raizer I model.

Raizer II has become very popular and has resulted in Raizer II being sold to the UK company Felgains for a very significant amount. This highlights sound design as a critical parameter in the improvement of Raizer II, compared to Raizer I, that had no intuitive sound design.

Felgains emphasizes the sound design as playing a crucial role in the usability, functionality, and safety as significant product improvements for Raizer II.

Sound has always been an important part of people’s navigation. We experience and understand both through sound and the sounds awaken our deep instincts. We know the sound of the siren, ambulance, a slowing car but also the sound of TV News, the Nokia phone and many more. Sounds that create reaction and action or sounds that create mood give us a sense of security.

Since the invention of the phone in the middle of the last century, designed soundhas electricity and digitalization are gaining ground, there have been more opportunities to implement designed sound.

As development progresses, it is a necessity to apply professional sound design,which both supports the use of the product’s application and user experience, butwhich creates differentiation for competing products.

Sound design is therefore increasingly used by innovative Danish companies, as in the case here, where the companies Soundbranding and LiftUp A/S, which have just completed a successful collaboration regarding Raizer II.

LiftUp A/S is known for innovative welfare technology, combining aesthetics, quality and functionality to produce cutting-edge aids. Soundbranding is a well established and experiences company within product sound design and audio branding solutions.

LiftUp has just launched the new Raizer II with a number of improved actions,including an expanded and custom made audio page that improves users experience and use of the product.

Take a look at the video where you will meet Flemming Eriksen Proprietor of LiftUp aswell as Birgitte Rode and Jonas Rode Hvass from the company Soundbranding for asmall talk about the collaboration, the result and the challenges they encountered inthe process.

Martin Lindstrom

PURPOSE

The Corporate Sound Identity of the Branding guru began on a cold december day back in 2003. Soundbranding, as Audio Management at the time, was contacted by a rather unclear phone connection from Australia. While in need of a unique platform providing a recognisable Sound Identity across touch points, for his projects including BRANDchild as well as the upcoming BRANDsense, Martin found us in Denmark from among various German and British companies. Together with Martin we handpicked and designed custom intro and background music for use in various stages of his conferences, on his websites, as well as in his BRAND Sense DVD, and in his BRANDflash weakly WebTV show.

PROCESS

Initially, the job required analysing and describing Lindstrom as a proactive brand across touch points. By applying the Sound Identity analysis method Soundbranding researched the use of sound in videos, slideshows, and presentations for possible areas in need of improvement for Lindstrom as a case brand. As to create differentiation providing recognition the sound branding platform needed distinctive and durable sound design tapestry and background music for use in the BRANDsense DVD and on WebTV. After adjusting interpretations, Soundbranding designed soundscapes capturing the moods corresponding with the Lindstrom brand identity. After further feedback, an audience appealing audio design frame matching the Lindstrom brand was agreed upon.

OUTCOME

After inspiration meetings, audits, briefs, development and implementation the sound design platform has, according to Martin, been exposed to almost 10 million views over 4 years across touchpoints, and has become a central part in his brand expression. Also, the sound phenomena was described in the BRANDsense book. Martin Lindstrom raised his revenue by75%.

FRIIS

PURPOSE

In order to create recognition in all touchpoints Friis decided to create a unique Sound Identity. The project required redesigning their Corporate Sound and their media mix to create a strategic branding tool suitable across media.

PROCESS

The sound mix for Friis needed to provide opportunity for integrating new marketing opportunities such as social media in coherence with other traditional broadcasting channels.

OUTCOME

The sound designs created for Friis included a Brand Sound Signature, a Sound Identity for application at events, presentations, conferences, as well as WebTV. Additionally, the ringtone for Friis was designed. Friis received full branding guidelines for their sound use.

BANG & OLUFSEN

PURPOSE

When facing difficulties with strategic use of sound and music in their communication andmarketing, Bang & Olufsen turned to Soundbranding. Together, the first steps towards strategic sound use were made in 2001.

PROCESS

By developing a method of documenting Audio Corporate Identity, Soundbranding devised branding guidelines for Bang & Olufsen through close co-operation with the key people behind the brand. The continued co-operation resulted in the creation of sound design ringtones, in a change in the approach towards product sound, and in the humanisation of all future product sound.

OUTCOME

With the release of the Beocom 5, a set of product ringtones was introduced along with the core sound of the series: the “Asian” Ringtone. Refining the existing touchpoint revolutionised corded phones manufacturing and established additional brand equity for Bang & Olufsen, which developed the universe of the brand.

DANISH SOUND

PURPOSE

Danish Sound was in need of integrating all its media touchpoints by developing of a distinctive Sound Identity as to improve overall performance and in order launch physical space experience projects.

PROCESS

The project entailed expanding the Corporate Logo Identity of Dansk Lyd Danish Sound into the audio dimension as to create a Corporate Sound Logo Identity, and thus expanding brand identity to the next level.

OUTCOME

A direct outcome of the case was the formation of the Corporate Sound Logo Identity of Dansk Lyd Danish Sound. The project resulted in an improvement of online performance and in enhancing physical spaces experience.

LOUIS NIELSEN

PURPOSE

Soundbranding was approached by the Communications Manager of Louis Nielsen A/S in November, 2009. The optician brand wanted to use sound and music design for creating an Employer Branding platform. The audio design was to be used for Human Resources Teambuilding purposes as well as for facilitating the Corporate Culture of the brand in general.

PROCESS

The project entailed creating sound design that would drive the stakeholders and employees of Louis Nielsen and develop the Corporate Culture of the company. There was a need to analyse the Sound Identity of the company, and enhance the Employer Branding as well as Teambuilding effort of Louis Nielsen through audio design.

OUTCOME

The project was successfully presented on February 6, 2010 at the yearly event hosting all 450 of Louis Nielsen employers. There, a double sided DVD/CD karaoke version of the “When the Green Blood is Rolling” song was provided for every participant. The project resulted in much positive feedback from the employees and various other stakeholders of Louis Nielsen.

SPAR NORD

PURPOSE

After recognising the need for creating a coherent perception across touchpoints Spar Nord contacted Soundbranding. There was a need of establishing overall synergy and consistency in all channels that would create familiarity. As a result, creating a Corporate Sound Identity for Spar Nord was necessary as to unify the auditory perception of the brand.

PROCESS

In order to provide basis for building overall coherence in all Spar Nord touchpoints there was a need of developing the Spar Nord Corporate Sound Identity. The project required creating guidelines for unifying and enhancing the auditory perception of Spar Nord by creating an audio profile of the brand. The resulting tool needed to develop the communications an marketing of Spar Nord to the next dimension.

OUTCOME

The Audiovisual Brand Signature of Spar Nord developed in the process became a powerful asset providing synergy and overall coherence to the communication and marketing efforts of Spar Nord. As a result of the project the Spar Nord Corporate Sound Identity was developed for application across touchpoints.

IKEA

PURPOSE

While designing a research study focused on the role of sound in the sensory shopping experience of clients IKEA contacted Soundbranding. There was a need for a project researching sensory integration and exploring its implementation possibilities in application to shopping experience.

PROCESS

Soundbranding developed a sensory integration process on the basis of such former Birgitte Rode cases as the “Listen to the rainbow dancing” study of integrating sound to light. The project was aimed at establishing sensory integration in based on experience from interactive art design exhibitions.

OUTCOME

As a result of the “Power to the Shops” project sensory integration of IKEA shopping experience was analysed. The solutions analysed were based on the outcomes of many international therapeutic music events throughout Northern Europe. The shopping experience in IKEA was enhanced with sensory integration of various visual and audio elements.

VISIT NORDJYLLAND

PURPOSE

The marketing team of Visit Nordjylland has recognised a need of developing a Sound Branding tool that could serve as a universal sound platform providing coherence for all tourist partners across the North Region of Denmark.

PROCESS

The project entailed developing a common sound package for North Jutland representing the identity of the region. The sounds that were to be designed had to capture emotion, and serve as a signature for the region, providing a framework for the visual elements used.

OUTCOME

As a result of analysing the sounds of place that may be fitting to serve as signatures of the North Region of Denmark a number of pieces were developed. The products included the Visit Nordjylland Corporate Sound Brand Signatures With Beat and With Child Giggle, as well as the overall Sound Identity.

RUTHS HOTEL

PURPOSE

Ruths Hotel recognized that the was a missing piece in the overall stimulation of all of your senses and they realized the importance of creating a sound that would be an integrated part of the Ruths Hotel Experience.

In cooperation with Soundbranding from Aalborg Ruths Hotel has now composed their own signature melody called “it´s in our nature”. The melody is emphazises on the fact that Ruths Hotel is famous for an authentic French style brasserie with an ambient atmosphere of life enjoyment, hygge and relaxation.

The brand brief, and a short stay at the hotel gave us an insight as well as a fundament to start working with the audio indentity and the staging of the brand.

PROCESS

The brand brief, and a short stay at the hotel gave us an insight as well as a fundament to start working with the audio indentity and the staging of the brand.

OUTCOME

The signature melody was unveiled at the hotel, in front of guests, and the PR manager of Ruths Hotel. We had created a handwritten note-sheet with the theme song, that Ruths Hotel now can hand out to the guests, as the only hotel in the world. As a result of this project, we created a complete sound identity for Ruths Hotel, including: Audio identity, Playlists for their 2 restaurants and their buffet, hand written note-sheet for piano, 2 animated logos, trimmed versions of the audio identity for use on different social media platforms, as well a when you are on hold on the telephone.