“Always Close” is the fundament of Proximus, the brand promess. Key words and values are: innovative, trustworthy, human and enthousiastic. All to be translated into their sound ID.
Proximus, previously known as Belgacom, is the largest mobile telecommunication company in Belgium and is a part of Proximus Group. Sonhouse came into the picture to develop a sound identity together with the development of a new visual identity to introduce a new era. The team created a fresh and rich Score to start off a solid Sonic Branding.
The Score 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.
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.
Sonic Branding respects the creative freedom at campaign level, the music is changeable and alive. Sonhouse doesn’t recommend using the brand’s Score when it doesn’t match the creation perfectly.
For this campaign Sonhouse took care of the synch/remix/clearing of Calvin Harris. We composed a combination of the I Feel So Close arrangement and the Proximus Score, which got released after approval of Mr. Calvin himself.
Remix of the Proxiumus Score specially made for the Belgian Red Devils at the World Cup!