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Raiffeisen Schweiz
Clearing the way for the future
Sound Identity
Sound is like water: it is hard to stop or control - but it can be directed in the desired direction. Raiffeisen's new sound identity connects the whole of Switzerland and paves the way for a bank with a clear focus.
Powerful, solidary and unifying: The Raiffeisen Sound Logo
Ambition
Raiffeisen stands for 124 years of solidarity with Switzerland: always close to the people and at the same time on the pulse of time. Based on these core principles, the third largest banking group in Switzerland has thoroughly reworked its sound identity together with DoN. The overarching challenge was fairly obvious: Raiffeisen's cooperative background makes it a very multi-layered organization with a local presence throughout Switzerland. How can this be represented in its entirety? How can the heterogeneous stakeholders be involved in the developments in such a way that the creative flow in the process does not suddenly congest or even seep away?
Execution
«In an initial stage, we established clarity about the needs and strategic requirements for our sound identity by involving all sections of the bank.» says Jürg Moosmann (Project Manager Marketing Services & Branding at Raiffeisen). «Within these guard rails, DoN then presented us wide spectrum of musical drafts, which we were able to examine once again in the large committee for common denominators regarding their impact. This gave us a strong sense over the possibilities for realization, which gave us confidence and really helped us in our evaluation.»
Survey
In addition to the attitude of the project team, the empirically designed survey tool «MeloMetric», developed by DoN (based on the research project carried out with the FHNW, more info here), was also a decisive factor in the discourse. With this, the pulse of both employees and customers of the bank was taken in terms of impact and brand fit. Markus Meier (Marketing Services & Branding at Raiffeisen) states: «It was exciting to see how that particular sound, that was perceived as 'right', found its own way through the various assessment instances just like water and was thus able to form itself into the undisputed Raiffeisen-Sound.»
On-Site Event Sound Kit (medley)
Services
Audio Strategy
Sound Identity
Sound Logo
Campaign Music
Service Center Music
On-Site Event Sound Kit
Webcast Sound Kit
Image-Campaign with adapted Sound Logo
In the press
Within the strategically set guard rails, DoN presented us a wide spectrum of musical drafts...
... which we were able to screen for common denominators regarding their impact. In this process, we made use of DoN's empirical survey tool, which gave us confidence in the assessment and a strong sense of the possibilities in the implementation. In combination, this made a decisive contribution to the success of the project!
Jürg Moosmann – Raiffeisen
Projektleiter Marketing Services & Branding
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