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Zürcher Kantonalbank
A bank embraces the digital age
Sound Identity
The Zürcher Kantonalbank has developed its sound identity in a multi-stage process, and is thereby supporting the digital transformation at the brand level.
Translation of the brand into a meaningful sonic system
Switzerland's fourth-largest universal bank is moving with the times, has embraced the evolution in banking, and has also expanded its communications to include digital formats in line with changing media consumption. However, it is also clear that a 150-year-old traditional bank with a public mandate must act somewhat more cautiously than a young neo-bank if it is to achieve acceptance of digitization across all its customer groups.
Sound Logo
Ambition
How far can this bank modernize itself while remaining the trusted financial partner it is? As with the rebranding, this overarching question was also at the heart of the development of the brand sound. And it gave sound a clearly defined role: «For us, there are two decisive drivers in the brand context: technology and trust. Our sound identity aims to establish the link between the two while making our unique identity tangible in a comprehensive way», says Daniel Locher, Senior Brand Manager at Zürcher Kantonalbank.
Execution
These ambitions were realized through a combination of organic and digital sounds, which are well known and familiar, but are presented in a surprising and unconventional way: crisp, vibrant and self-confident. The brand sound system is designed to address specific applications and target groups with a variety of different expressions. As a result, the overarching appeal of a dynamic banking innovator is successively linked to the sentiment of trust towards the state-owned bank.
Empirical support
In order to fine-tune the sound identity, the Sound Survey (developed by the Department of Noise in collaboration with the University of Applied Sciences and Arts Northwestern Switzerland FHNW) was used to assess the impact on both internal and external stakeholders and then to make adjustments accordingly.
Roll-out
Over the next few months, the dynamically designed sound ecosystem will be heard on more and more of the bank's channels: from marketing, sponsoring, and moving image activities to the service center experience and the branches. For the latter, a playlist strategy and various soundscapes have been developed to ensure that the Zürcher Kantonalbank brand is also made tangible in a consistent and integrated manner at this touchpoint. «Sound is often underestimated as a brand element, but it is an important component for the holistic, emotional experience of a brand», says Monica Dreyer, Head of Marketing and Brand Management at Zürcher Kantonalbank.
Services
Audio Strategy
Sound Identity
Empirical Sound Survey
Sound Logo
Video Score Set
Service Center Music
Webcast Sound Kit
Campaign Music
Sponsoring Jingles
Soundscape
On-hold Music
Branded Music Library
POC Playlist System
POC Experience Sounds
Licensing
Copyright Consulting
In the press
Sounding 100% like Zurich from Zürcher Kantonalbank's perspective, while always addressing our broad target group on a personal level -
that is quite a task. DoN mastered this brilliantly with creativity, precision and listening closely. We now have a sonic toolkit in our hands that allows us to comprehensively experience our brand in an audible way on all our channels. The process to get there has been an exciting, inspiring experience and great fun!
Dominik Streich – Zürcher Kantonalbank
Creative Director
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Department of Noise
Agency for everything Sound.