Department of Noise elaborates Sound Identity by Groupe Mutuel
Zurich agency Department of Noise is developing a comprehensive brand sound system for Groupe Mututel. This is intended to underscore the health insurer's new brand identity.
Groupe Mutuel is undergoing a transformation. The insurer has sharpened its strategy and is increasingly focusing on the combination of health and pension provision. The associated rebranding was developed in collaboration with the agency MetaDesign Lausanne: Both the brand identity and the visual identity were revised and modernized (Werbewoche.ch reported).
Department of Noise was brought in for the brand strategy-based development and execution of sound and music. A comprehensive system of sound assets was created to help convey the brand message coherently and emotionally at all touchpoints.
The new brand identity focuses on closeness to people and their lived serenity: Groupe Mutuel takes care of all its customers' health issues so that they can enjoy life carefree and without worries.
This is also underlined with the campaign "True Life" developed by the agency Numéro10, which has been played out since Monday (Werbewoche.ch reported). The insurer also drew on the expertise and brand knowledge of Department of Noise for this measure.
"The brand launch campaign should be 100 percent in line with the new brand. Accordingly, it was obvious that the music for it should trigger the same feeling as the sound identity and accordingly come from a single source," explains Stéphane Andenmatten, Deputy Director, Head of Communications & Brand at Groupe Mutuel. "Our new sound perfectly supports our brand's sweet spot between empathy and optimism. It is a powerful and versatile tool for us to underline our positioning in our communication."
The new Groupe Mututel sound has been in use in various guises since the brand launch.
Responsible at Groupe Mutuel: Stéphane Andenmatten (Deputy Director, Head of Communications & Brand), Fanny Genoud (Brand Project Manager). Jean Philippe Chevassu (Creative Director); Responsible at MetaDesign Lausanne: Carole Massanes (Global Account Director), Sophie Laird (Global Senior Account Manager), Leo Tissot (Account Executive), Isabelle Carvalho (Creative Director); Responsible at Department of Noise: Florian Goetze and Ph!L!pp Schweidler (Strategy, Creative Direction & Production), Michael Stuber (Strategy), Meng Tian (Project Lead).
