SOUND CRAFTED
WITH
PURPOSE
CASE STUDY
Transforming a notification sound into a modern sonic identity
CLIENT: Amazon Alexa
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AGENCY: Moonbuggy
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SERVICES: Sonic Branding
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Amazon Alexa created a series of tutorial videos on YouTube to help users get the most out of their smart speakers. For the new series the Amazon Alexa logo would be animated for the first time. The new logo reveal needed a sound to identify Alexa as a modern innovative device.
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APPROACH: Alexa's invocation sound, a two note leap, was identified as the most recognizable Alexa sound. The original sound was a dull monophonic waveform. Sonic Signatures adapted the original two note leap to sound more dynamic with a wider color pallet. Additional sounds with rich harmonics were added along with a swoosh to synchronize with the animation.
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RESULTS: The new animated logo and branded sound strengthened Amazon Alexa’s presence on a major competitor’s website. The logo was expanded from tutorial videos to also include live event streaming.
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When creating a logo reveal for a well-known brand, it's paramount that it's approached with intentionality...everything must be considered. Sonic Signatures brought the strategy and purpose we needed to exceed the expectations of the client and to create something truly unique for them.
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—Justin Boh, Creative Director, Moonbuggy
