maxon

A Sound Identity fit for a mission on Mars

Sound Identity

Maxon

The vision of making the seemingly perfect even better and delivering high-tech microdrive systems across the world and beyond, even as far as Mars, should be at the center. While such a message is already intensely aspirational, it can be further enhanced with a fittingly emotional sound identity.

This is the Sound of maxon

For over 50 years, maxon has been developing high-quality microdrives and precise electric motors. You can find maxon drives in insulin pumps, humanoid robots, tattoo machines, airplanes, camera lenses, race cars and heart pumps. NASA also counts on maxon's high precision and reliability for its Mars missions. The Zurich branding agency Scholtysik & Partner sharpened the brand strategy during the process of global repositioning. Within this project, DoN was entrusted with the task of making the maxon brand a sonically emotional experience.

Sound Logo

The Strategy for Sound

It became clear that the company's vision of making the seemingly perfect even better and distributing its drive systems all over the world (and beyond) should take center stage. While such a message is already intensely aspirational, it can be further enhanced with a fittingly emotional sound identity. We translated the emotions associated with "pioneering forward momentum," "precision" and "energy" into sound and used an internal company survey to explore how far we wanted to go with it. It turned out that other values such as "quality" and the "professional, sympathetic open manner" were allowed to take a back seat on the sound level.

Implementation

On this basis, "The Sound of maxon" was created, represented by a Branded Music Library and the newly developed Sound Logo. This provides the global marketing team with a powerful toolkit for the requested emotionalization of their moving image content.

Services

Audio Strategy

Sound Logo

Branded Music Library

Audio Postproduction

Overview Branded Music Library

Let's talk

… and make sure that you will be recognized always and everywhere.