Corona Direct needed to sound clear, fresh and human yet with a certain intelligent edge. So we created a playful, indie sound layer with a twist, that also matches Corona Direct’s new visual ID.
Sonic Branding . Sound Strategy
Corona Direct is the largest direct insurance company in Belgium and has been around for more than 80 years. As a pioneer, they launched a car insurance per kilometer in 2006 as well as a dog insurance 2 years later. Sonhouse was contacted for a complete sound identity, with a new radio and television campaign in mind.
The brandscore is the starting point of creating a sound identity. This soundtrack is the alpha and omega of your sound: it contains all the necessary elements for further derivatives. Our mission with it? To make a brand sing in a relevant, distinctive, catchy and ownable way.
The sonic brand is the sound logo that represents the melodic heart, distilled from the brandscore. Short, particular, recognisable, completely ‘you’.
And now, the possibilities are endless. Here are 10 more variations on the sonic brand or sound logo.
Touchpoints are the various opportunities where customers ‘touch’ the brand. At each and every one of these points, brands should give the customer a consistent experience, reinforcing its identity and fulfilling its promise.
Mozart said “The music is not in the notes, but in the silence between”. Deploying the sound identity consistently makes your brand stronger. But it’s equally important to avoid sound pollution and overload. Sound should be used only when it amplifies.
This case was developed together with Kunstmaan.