The new FIAT has reinvented itself, bringing a vibrant and pop approach to Latin America. The brand’s visual, verbal, and sonic rebranding project was a comprehensive 360-degree effort, with sound playing a central role. We delved into the behaviors of various user profiles to rethink FIAT’s sonic codes, integrating them into its communication, products, and services.
Fiat
The sound strategy of FIAT is born from its new positioning: rethinking brand, products, and store experience through sound.
FIAT has reimagined itself with a new visual and verbal identity. Our challenge began here: helping the new FIAT tell stories with its own sound DNA, creating a unique strategy for a brand passionate about every journey. A dedicated team of 11 professionals invested over 800 hours in interviews, research, file analysis, and benchmarking market players, all to translate FIAT's purpose and ambition to forge new connections with people through its sound identity. The result is a pop language, achieved through the use of samples and emerging music artists. Warm, to reflect the brand’s origins; diverse and relevant, connecting with different moods and emotions; and organic, to strengthen the bond between the brand and its audience. Within this framework, we developed MUSIC TRENDS FIAT, a study by Soundthinkers focused on uncovering diverse, contemporary micro-music scenes from Latin and Italian influences to inspire all stakeholders connected to the brand. The new FIAT is a people-centered brand that goes beyond talking about products. It engages in conversations, creating connections. More than focusing on genres, it seeks a unique way of communicating—one that brings people closer, welcomes them, smiles, and embodies empathy and inclusiveness.
Sound Id | Sound Logo
Our next challenge was to create an emotional connection between Fiat and its different audiences. This is how the brand's first Sound Logo came about. The first one we needed to evoke the evolution of the new FIAT. In this Layer, the protagonist is a revamped Italian path, which goes back to the origins of the brand and brings the ascending portamento: a musical concept that originated in Italy, providing classical music as an element to take people to a new place with lots of energy, power and passion. It is from this portamento that the Sonic Flag Fiat emerges, a sound judgment for a visual and historical icon of the brand, the Fiat Flag. It is a perfect combination of musical notes that interconnect and move from one tone to another, creating a positive feeling of ascension and evolution. Another result we sought was the creation of an engaging melody to make a vibrant sound brand. From this desire, the Sonic Script was born, a four-note melody inspired by its essence and the composition of the name FIAT. To conclude our concept, but no less important, we brought the organicity that makes FIAT speak to different audiences and moments, adapting to the different arrangements and scenarios in which it appears. A brand that is even more human and passionate about each path.
Sound Id | Manual de Identidade Sonora
Building on the developed strategy and sonic guidelines, we created FIAT’s Sound Identity Manual, presenting it to various teams and partners to foster a process of sonic literacy across the organization.
Sound Ux | Product
Designing products through sound. We invited real FIAT users to participate in designing the sounds of the new FIAT’s vehicles. Each participant received an Audio Kit, including professional headphones and a listening tutorial to guide the experience. Feedback from these sessions informed the creation of a sonic palette that evokes the brand’s pop essence.
Sound Ux | Ambient
Store design through sound. Many brands limit the use of sound in their stores to music or playlists. However, they overlook how sound plays a role throughout the entire user and team journey. Inspired by the purpose and essence of the New FIAT, we developed sonic guidelines that make the journey more intuitive, pleasant, and aligned with FIAT’s Sound DNA. This integration combines key disciplines such as acoustics, soundscaping, emerging technologies, and curated content.
SOUND VOCABULARY JOURNEY
Stalo | Assinatura
Based on FIAT’s sound DNA and redesigned store experience, we created exclusive moods for FIAT stores, reflecting the essence of the brand’s new positioning. This curated content is delivered across the entire network via our proprietary player.
Our projects
To reinforce its commitment to sustainability and raise awareness about the conscious use of technology, Vivo innovates by combining our sound intelligence with art, partnering with Soundthinkers and Alok in a unique and disruptive project that evokes the essence of a brand that champions emotional technology.
A leading brand in beauty and personal care in Brazil and Latin America, Natura combines science and nature in its products. Now, this connection extends to its new Sound Logosonic logo, inspired by the relationship between living beings and technology, created from the natural richness of the Amazon Rainforest.
We immersed ourselves in the feminine universe to map out habits and craft a sonic strategy that reflects GNT's DNA: a channel even more connected to Brazilian women. We developed guidelines encompassing musical, vocal, and non-musical elements, strengthening the brand's identity.