Creating an Iconic Sound
Creating an Iconic Sound
The Big Picture
In 2011 when AT&T first approached Made Music, they were struggling to receive recognition and attribution for the amazing services they provide around the world. They predominately remained invisible to their consumers, limited by the confines of a visual logo with unique offerings going unnoticed. Made Music offered a perspective on sonic that could tell the AT&T story across touchpoints. From 4th Down at the Dallas Cowboys Stadium to the on-hold music their millions of customers interact with on a daily basis – Made Music Studio constructed a comprehensive sonic identity system that defines the sound of AT&T everywhere.
When composing the sound of AT&T, several factors had to be taken into account, namely their vast consumer base which includes every 2 out of 3 Americans, their several hundred thousand employees and over 17 internal business units. From mobile phones, to b2b technology platforms, to large-scale activations at music festivals and stadiums around the country – their unique sonic identity system needed to flex across AT&T. Made Music needed to tell a cohesive brand story, building a visceral sense of unity and purpose.
Made Music Studio developed a sonic identity that brought forward an authentically human touch – incorporating unique and surprising elements such as out of tune instruments and finger snaps. As the brand continues to flex into new areas, their sonic identity system flexes with them, bringing continuity and attribution to each moment. From their unique anthem, MMS derived a catalog of original music or MicroCatalog™, customized Brand Navigation Sounds™ (including the latest generation of DIRECTV sounds), an on-brand Voice Talent Bank, expressive Sonic Logos, curated playlists of on-brand tracks, executive walk-on music and custom activations across retail and sponsorships — all while attributing every experience to AT&T.
Impact and Value
AT&T’s bet on sonic paid off. After only three years in market, the AT&T sonic logo had become the second most identifiable brand asset after the globe. The sonic logo also performed second in customer recall to the NBC chimes – despite the NBC chimes entering the market over 60 years prior. The identity continues to evolve with the brand as it transforms and includes new offerings for its customers.
“Some of the finest work I have ever been a part of. Strategic, smart and creative.” – Gregg Heard VP Brand Identity and Design, AT&T
“I hear my brand everywhere now” – Senior Executive, AT&T