While the high-touch and modern practices of Bartlett keep them on the leading edge of wealth management, historic institutions who have generations of success run the risk of sounding stoic if they lean on their history heavily. Creating a sonic brand that acknowledges its history while illustrating its modernity is key to consumer acceptance and the communication of authenticity.
Working with the brand's archetypes, we developed the music and sounds that illustrated the attributes of each. Once established we created guardrails for production that kept the human touch elements of the service, the history of the institution, and the ability to dream of what's to come.
We developed a sonic brand complete with a brand theme, audio logo, and brand guidelines.
"Upward" paints a picture of a brand steeped with history, confidence, and growth. It was first activated on the company podcast "Principles of Wealth."
Multiple versions of the logo were created to allow appropriate context and flexibility across all touchpoints.