Bartlett Wealth Management Sonic Brand
About Project
Bartlett is a wealth management firm founded in 1898 and have guided generations of investors through world wars, a Great Depression and recessions. They have a very high touch and team oriented approach to guiding their client's decision making. We developed their sound.
The Challenge
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.
The Strategy
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.
The Solution
We developed a sonic brand complete with a brand theme, audio logo, and brand guidelines.
"Upward" Brand Theme
"Upward" paints a picture of a brand steeped with history, confidence, and growth. It was first activated on the company podcast "Principles of Wealth."
Audio Logo
Multiple versions of the logo were created to allow appropriate context and flexibility across all touchpoints.
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