Latam Airlines

Winner of the ISA2017 Award.

How can sound create a unique yet plural identity for a genuinely Latin American brand? We fully immersed ourselves in the theme of aviation, researching technical materials, interviewing influencers, and studying cases on the subject. And with a multidisciplinary team put together especially for this project, we traveled to 6 cities in the continent on LATAM airplanes. Over 62 hours were spent in airports and on flights, during which we conducted a profound cultural immersion into the Latin DNA, experiencing the essence of both LAN and TAM airlines. We listened to employees, customers, competitors, and the entire sonic universe of LATAM. Using our Sound Perception Matrix, we mapped the whole impact of sound throughout our journey. Following this extensive research, we organized focus groups and co-creation workshops with key partners to develop prototypes for LATAM’s Sound DNA and uncover the role of sound in LATAM’s new moment. We created Meszcla, LATAM’s sound experience that discovers and blends new sounds, enriching the brand’s touchpoints with its audience. "Meszcla" means "mixture," a word nearly identical across the continent’s languages, with subtle differences—much like the Latin American countries themselves. This fusion of cultures gives LATAM an unexplored, one-of-a-kind sound identity that goes beyond a Sonic Signature. More importantly, it helps the brand leverage sound to not only redefine its identity but also to reimagine the entire flying experience.