Sound Thinking oriented for BRAND
We were invited to develop a sonic signature to LATAM.
One of the biggest merges between airlines in the world.
How could sound generate a unique and at the same time plural identity for a genuinely Latin-American brand?
With the Sound Thinking method, we were fully immersed on the aviation subject.
We researched technical materials, interviewed influencers and studied many cases on the theme. The next step was to assemble a special multitasking team for the project and travel to 6 cities in Latin America on board of LATAM’s aircrafts. It was more than 62 hours of flights and airports. A profound cultural immersion into the Latin DNA where we were able to live the essence of LAN and TAM airlines, listening to workers, clients, competitors and all of LATAM’s sound universe.
Using our Sound Perception Matrix, we mapped every sound impact during this journey. After all this work, we assembled discussion groups and co-created workshops with key-partners to develop prototypes of the DNA sound that could reveal its role on the brand’s new moment.
We created Meszcla, a LATAM’s sound experience that discovers and mixes new sounds all the time, feeding the brand’s contact points with its clients as well.
Meszcla means “mix”, a word that is almost identical in all Latin-America’s languages, but with a small difference. Just like latin countries. A cultural mix that gives LATAM a unique and unexplored sound identity, transcending the creation of a Sonic Signature and more important: helping the brand to realize how it can use sound to recreate not only its identity, but to change the flying experience.