Lenovo pursued an Audio Identity with the primary objective of increasing brand recall & recognition. They needed a sound that evoked the personality of their brand - something clever, smart, positive, optimistic, exciting, energetic, and modern. In its modernity, it also needed a feeling of humanity and warmth to balance the potential coldness of the tech industry. To appeal globally, it would need to sound unique, without overt references to musical genres from any one region or tradition. Additionally, their sound would need to coexist harmoniously with the Intel sonic logo, which is also used at the end of their advertising. Through a strategic audio branding process, we learned the sonic textures and musical devices that best represented their brand and supported these goals.

The Lenovo Mnemonic states the brand name clearly in a repeated pattern, using group vocals. The Thematic takes a deconstructed approach to expressing the brand: a single vocal fragment at the beginning, singing syllables of the word "Lenovo", is built upon with additional vocal fragments as the piece progresses - symbolizing Lenovo's power to connect one to many. A memorable core melody is woven throughout, played on a variety of organic-based but reimagined instrumentation - giving a unique, genre-agnostic feel to the work. The piece builds to a climatic final statement of the Mnemonic device - "Lenovo, Lenovo". Group vocals again represent the connective power of the brand, and their unification into one simple phrase (out of disparate voices within the Thematic) represents the brand's ability to bring simple solutions to complex challenges.

The Audio Identity has been adopted globally, with exposure to millions of people through advertising, events, and call center uses. However, Lenovo has indicated that it is too early to provide official data/metrics on its impact.