Philips challenged us to define their sonic identity, giving the brand a distinctive mark in sound and music. How people experience the brand every day through advertising, products, and services is the core for building their business – and sound is integral to this. We recorded samples from the human body and Philips lightbulbs – their founding and iconic product, combining them to create 'the Philips Instrument'. This playable instrument provides a flexible sound palette that is uniquely Philips and can create music or sounds for all of their touchpoints, increasing brand consistency and strength.

We tailored branded sounds and provided Philips with their own voice, through a solid set of assets delivering on all touchpoints such as:

• Products

• Services

• Solutions

• POS

• Events and spaces

• Online/offline comms, marketing and advertising

• Apps and digital environments with bespoke UI sounds

To make the original recordings sound like an actual instrument, we edited and tuned them in software sampler Kontakt, transposing them to different keys. We then added reverb and delays to expand the sounds for a variety of music compositions. For the UI sounds, the samples were pitched and edited to mimic intonations of the human voice. The essence of the instrument is always the lightbulb samples and the samples from the human body, ranging from heartbeats and finger snaps to capturing the sound of a cello bow playing the filament of a lightbulb.

A holistic brand experience shapes the brand perception: by going beyond the traditional sound logo whilst connecting the dots between product experience and overarching brand communications, we gave the brand a distinctive, completely own-able sound, used by all their lead agencies and markets across the globe.