The new FIAT through sound
A 360 branding project.
Sound generates memories and tells stories. One of the most beloved brands in Brazil, sales leader for 11 years, needed to tell a new story. Fiat reinvented itself in a new visual and verbal identity.
Our job begins right there: leading Fiat to tell stories with its own sound DNA, creating such a particular and unique sound universe for a brand that’s passionate about each path. A 360 design project through sound, focused on enhancing the brand’s new positioning.
Sound design for the brand’s universe.
Uma equipe com 11 profissionais destinou mais de 800 horas de trabalho entre entrevistas, pesquisas, análises de arquivos e de players do mercado, escutas e estudos, tudo para traduzir o propósito da Fiat e a vontade de criar novas conexões com as pessoas através de uma estratégia sonora única.
The result? THE FIAT EFFECT THROUGH SOUND!
A pop language that utilizes samples, remixing and new artists. Warm, to refer to the origin of the brand, diverse and relevant, with moods that connect to different moments, and organic, to connect the brand even more to its audience. Within this concept, we created the MUSIC TRENDS FIAT, a study produced by Soundthinkers, focused on revealing different music Micro-Scenes, Latin and Italian, to inspire the brand.
The new FIAT is a people-centered brand that, that does more than just talking about products, it wants to talk to people and create connections. More than thinking about genres, it seeks its own way of speaking that welcomes, smiles, is empathetic and democratic.
Sonic logo design.
Our next challenge was to create an emotional connection between Fiat and its different audiences. This is how Fiat’s first Sonic Logo was created, from three key movements:
BACK TO THE ROOTS 1st MOVEMENT
In this Layer, the protagonist is a revamped Italian path, which goes back to the brand’s origins and brings the ascendant portamento, a musical concept from the italian classical music, as an element to take people to a new place with lots of energy and passion.
It is from this concept that the Sonic Flag FIAT arises, a sound strategy for a visual and historical icon of the brand, the FIAT Flag. It is the perfect combination of musical notes that intertwine and move from one tone to another, creating a positive sense of ascension and evolution.
MEMORIES THAT STAY 2nd MOVEMENT
Another result we were looking for was the creation of a memorable melody to make the sonic logo feel powerful. From this desire, the Sonic Script was born, a four-note melody inspired by the composition of the FIAT name and its essence.
OUR WAY OF CREATING CONNECTIONS. 3rd MOVEMENT
To wrap up our concept, we bring the organic feel that makes FIAT connect to different audiences and moments, adapting to the different arrangements and scenarios in which it appears, becoming an even more human brand that’s passionate about each path.
Store design through sound.
A number of brands limit the use of sound in their stores, fixating only on music or, more specifically, Playlists. However, they forget that throughout the user journey, sound is present in many ways.
Inspired by the purpose and essence of the NEW FIAT, we created sound guidelines that make the journey more intuitive, pleasant and connected to its SOUND DNA, integrating key disciplines such as acoustics, sound system, new technologies and, finally, content.
Product design, also through sound.
When there is no 360 degrees thinking, it is very common for the mechanical and feedback sounds of a product to be dissociated from the construction of its sound DNA. A misconception, as the brand needs to sound congruent, regardless of the touchpoint.
Utilizing our Sound Thinking methodology, we invited the brand’s users themselves, from different territories in Latin America, to rethink their relationship with their cars and help us build a functional and proprietary sound vocabulary for the new FIAT.
Only after organizing the different sound codes that are a part of the driving experience, we designed a sound palette that evokes the POP essence of the brand, where all the feedback sounds of the car, got tuned and created with a truly people-centred way of thinking.
Seat belt warning
Open door warning
Turn on the car