BCG Sound

Can you hear the brand identity? Yes.

From podcasts to events and finishing with advertising.

We met the ever-changing business needs, by creating BCG’s first sonic identity.

Key information:

Project name: BCG Sonic

Date: 2022-2024

Creative Direction: Jan Dudzik

Project Manager: Javier de Salas

Vendor: AMP

In numbers:

  • 1 x Composing Philosophy

  • 1 x Sonic Logo

  • 6 x Branded Tracks (with 3 edits per track)

  • 4 x Event Sounds

  • 2 x Soundscapes

  • 2 x Podcast Sounds (intro and outro)

Impact:

  • Global social media

  • Events

  • Podcasts

  • Advertising

Briefly:

Now you can hear BCG.

Introduction of sonic branding in the core brand vocabulary is a milestone in the 60+ years of the brand’s existence.

BCG’s Sonic Identity is an audible representation of the brand, along with its values and purpose. It ensures that all BCG audible touchpoints are connected through a sonic watermarking.

Sonic adds a new emotional dimension to the brand experience, allowing BCG to create an instant bond with the audience, build brand recognition across touchpoints, and confidently adapt to the ever-changing marketing landscape.

The Sonic Identity can continuously be enriched with the development of new sonic assets and music productions to be applied to any storytelling based on BCG needs.

The 5 BCG sonic characteristics:

Bold

Iconic, impactful, depth, and NOT obtrusive, flat

  • BCG’s sound is distinct and memorable, crafted with layers that bring depth and elegance to each note, creating an iconic and impactful musical experience.

  • Prioritize clarity and spaciousness, avoiding overwhelming walls of sound that could detract from the richness of our Sonic Identity.

Clear

Premium, minimal, focused, transparent, and NOT distant, bare, sophisticated, flawless

  • A clear and premium sound, offering a focused sonic experience where every detail shines with precision. Transparency is key, allowing the authenticity of our music to resonate.

  • Aim for approachability, steering clear of overly complex structures and intricate techniques that may distance our audience. Imperfections are embraced, adding character to our authentic sound.

Human

Real, trustworthy, honest, relatable, and NOT soft, cold, uncertain, sterile

  • Embracing the human element, allow imperfections and nuances to shine through, adding authenticity to our sound. It's real, trustworthy, and relatable, forging a genuine connection with our audience.

  • Steer clear of excessive softness or cold, uncertain tonalities. Our sound is warm, certain, and resonates with the genuine emotions of the human experience.

Transformative

Determined, growing, cyclical, empowering, inspiring, and NOT hectic, stagnant, dragging, ethereal

  • BCG’s sound is transformative, navigating complexity and mirroring the journey of unlocking potential for positive change. It's a determined and growing narrative that empowers and inspires.

  • Maintain focus, avoiding hurried or chaotic elements that could disrupt the transformative essence. Our sound is purposeful and grounded.Derived directly from BCG’s “2D Device”, this movement is inspired by another Principle of BCG - Conquering Complexity.

Optimistic

Positive, friendly, vibrant, hopeful, and NOT sad, melancholic, exuberant, overjoyed

  • Consistently evoking a positive tone, craft a dynamic and vibrant atmosphere. Our sound is friendly and hopeful, maintaining control and balance.

  • Avoid excessive exuberance, ensuring a positive yet composed arrangement that resonates with our audience. Our optimism is grounded and genuine.

Now, let’s hear
the BCG “Sonic Logo”:

BCG Branded Tracks

Branded Tracks are central pillars of the Sonic Identity and include carefully crafted arrangements of the BCG Sonic DNA in various genres or styles. These are immediately available for use in BCG audiovisual productions.

To ensure their utmost relevance, we have crafted 6 branded tracks, drawing inspiration from a thorough analysis of existing BCG digital content.

These branded tracks belong to the following genres:

BCG Event Sounds

BCG Event Sounds are a carefully curated collections of sounds to enrich pivotal moments during online and in-person events, elevating overall audience engagement.

Event Sounds are infused with BCG Sonic DNA melodies, subtly imprinting the unique BCG sonic signature. Two different Event Sounds packages have been created, having two sounds available per each.

Event Sounds
Package 1

  • Walk-On sound: developed to watermark the beginning of a talk and accompany the speaker while walking towards the stage.

  • Speaker Transition: designed to harmoniously bridge the time between one speech and another.

Event Sounds
Package 2

  • Walk-In: loopable sound specifically created to complement the entry moments of audiences into physical or virtual event spaces. Its versatile design allows for repeated use, catering to the dynamic requirements of the ongoing event.

  • Walk-Out sound: gradually fading out, it serves as an accompanying track for attendees leaving a session. Together with the Walk-In, they seamlessly blend into a unified sonic experience tailored for events and can also be used together with soundscapes.

Celebratory

In addition, a loopable Celebratory themed track was created and can be used to enhance celebratory moments during events (e.g. balloon drop, photo shooting, etc.) This Celebratory track can also be leveraged for other purposes in which its cheerful style will enhance the message.

Soundscapes

BCG Soundscapes are long-form audio assets designed for physical spaces. They are loopable audio files, lasting 5-10 minutes, featuring a multi-layered arrangement with strategically embedded Sonic DNA melodies for a distinct and memorable sonic imprint. Unlike traditional music, a soundscape creates an immersive BCG experience when compared to conventional musical structures. The Soundscapes are meticulously crafted to seamlessly adapt to different environments, serving well in varied situations such as concierge services and events.

Podcasts

These sounds play a crucial role in introducing the audience to BCG podcast environment with a tailored theme and balanced presence, ensuring impact without being overly disruptive or too subtle.

Want to see some of the work?

There is plenty to choose from:

3D Imagery

Photography and Illustration

Motion Design

Icons

Data Visualisation

Sonic Identity