Navy Federal Credit Union

The Navy Federal Credit Union audience is growing, adding to their core membership of military families and veterans. With younger audiences increasingly embracing new technology like mobile apps, voice assistants, and digital platforms, they identified sonic branding as the next step to building brand awareness, recall, and emotional appeal across touchpoints.

Navy Federal Credit Union and creative agency MullenLowe brought in Made Music Studio to create a strategically-crafted sonic identity system that could remind members what they stand for: a symbol of empowerment no matter what one’s financial journey may bring.

The Navy Federal Credit Union sonic identity is an ear worm and an instant classic. Snare drums pay homage to Navy Federal Credit Union’s strong military roots, with the timelessness of strings and brass serving as the core of the sonic logo. The theme culminates in a sticky, nine-syllable melody that playfully sings the brand name: “Na-vy Fed-er-al Cred-it Un-ion.”