Designing an audio Identity: case Kasvukonstit
Vilska, Jarkko (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051612636
https://urn.fi/URN:NBN:fi:amk-2024051612636
Tiivistelmä
The market is saturated with visual cues as numerous brands are each investing heavily in developing and maintaining their visual identity through logos, colours, shapes, and branding guides. Yet, the potential of audio has been widely ignored, potentially diminishing the whole brand experience. Strategic use of audio in branding can enhance the brand perception and the customer experience. Ensuring congruence between audio and the brand is crucial for leveraging the full potential of audio.
This thesis provides insight into the discipline of audio branding, focusing specifically on the process of designing an audio identity. It provides a comprehensive understanding of audio branding by outlining key theoretical concepts and applying these to practice by designing an audio identity for Kasvukonstit.
A detailed analysis of the company’s brand resulted in the identification of specific brand attributes, which were translated into an audible form through a brand track. This lays the foundation for future use of audio within the communications of Kasvukonstit. The effectiveness of the brand track was analysed through a survey, demonstrating a successful alignment with the identified brand attributes. Therefore, making the created audio asset useful for developing the brand image.
This thesis was written to be accessible to readers with no prior background in audio branding, aiming to demystify the topic and its core processes. It introduces advanced concepts and includes a detailed case study that will benefit industry professionals alike.
This thesis provides insight into the discipline of audio branding, focusing specifically on the process of designing an audio identity. It provides a comprehensive understanding of audio branding by outlining key theoretical concepts and applying these to practice by designing an audio identity for Kasvukonstit.
A detailed analysis of the company’s brand resulted in the identification of specific brand attributes, which were translated into an audible form through a brand track. This lays the foundation for future use of audio within the communications of Kasvukonstit. The effectiveness of the brand track was analysed through a survey, demonstrating a successful alignment with the identified brand attributes. Therefore, making the created audio asset useful for developing the brand image.
This thesis was written to be accessible to readers with no prior background in audio branding, aiming to demystify the topic and its core processes. It introduces advanced concepts and includes a detailed case study that will benefit industry professionals alike.