Client: SEAT | Agency: rebel media
Soundlogo Concept: WESOUND
Creative Director: Lars Ohlendorf
Brand Sound Strategy: Dr.Cornelius Ringe
In co-creation with the winners of the MUSICATHON: Ariadna Castellano, Christian Wiercimok, Tomm Zeskel
How to find out the sound of SEAT?
How to find out and create the sound of an automobile brand like SEAT? This was the central question of the SEAT MUSICATHON, a campaign initiated by SEAT Marketing that combined crowdsourcing, coaching and professional brand development. In search of the new brand sound, the automotive manufacturer called for young international musicians to participate in the MUSICATHON. Under the guidance of WESOUND, the three best talents were chosen and invited to co-create new concepts for the sound logo for SEAT.
From Berlin to Barcelona
During an event from 6th to 8th May the finalists produced their own music pieces. The Abbey Road Institute, popstars, such as the Avener and the agency WESOUND supported them in their task to capture the sound of Barcelona and advised the young talents what to pay attention to in brand work with sound. The three chosen MUSICATHON winners then travelled on to Barcelona with WESOUND, where they were introduced to professional sound design and given a deep insight into the Spanish automotive manufacturer’s brand world by SEAT’s brand management team.
California here we come
After studying the brand in and out, the work on the new SEAT sound logo could begin in the legendary locations of United Recording in Los Angeles, once founded by Frank Sinatra and recording studio of many famous artists like Michael Jackson (“Thriller” and “Dangerous”). In a co-creation process between the artists, WESOUND’s sound experts and SEAT’s brand team, three ready-to-use sound logo layouts were produced to serve as brand sound DNA for SEAT. The three samples are handcrafted pieces of music with real recordings that resonate the sound of Barcelona and the spirit of the SEAT brand. This approach is unique for the audio branding industry. They are the basis for the further development of SEAT’s brand sound.