Westfield

A warm, authentic audio identity inspired by the sound of the sun.

Development

Westfield aims to sell insurance in a non-insurance way, by allowing its customers to prosper with the help its insight. Westfield approached The Sound Agency with the aim of developing a holistic audio identity timeless values and pioneering spirit. The sound of Westfield also needed to flex to its “four pillars” – the brand’s multiple dimensions.

The Sound Agency’s work began with an audit of all of the company’s sonic touchpoints – and those of its three closest competitors – to understand its existing strengths and define a unique audio territory.

The brand’s visual identity and personality are based on the sun’s warmth. So, thanks to NASA, the brand’s new sonic logo is inspired by the actual (albeit pitch-shifted) sound of the sun.

This core sound was extrapolated to include BrandSound Guidelines, sonic logo variations, a library of custom marketing music, playlists, event music, UX earcons for the client’s new digital experiences, ringtones, and a podcast kit.









Outcomes

Reactions to Westfield’s new sound were overwhelmingly positive during consumer testing. Westfield’s new sound was praised in consumer testing for its ability to evoke “a warm sunrise on a porch”, “the dawn of a new day”, and “a sun-kissed feel”. The participants had not been given any context or visual cues for the sound. It also performed well for recall, engagement, and brand match to Westfield’s values.

The Sound Agency continues to work with Westfield to roll-out and develop its new sound.

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