Department of Noise designs Sound Identity of Pro Senectute

This is the sound of unagitated action with heart: The Zurich-based audio branding agency Department of Noise developed the sound identity for Pro Senectute Switzerland.

Pro Senectute

Pro Senectute is committed to a self-determined and meaningful life for older people in our society. The organization stands for active participation in events as well as care at home while carefully taking into account the challenges that aging brings. This is a balancing act that is approached with activating confidence and down-to-earth empathy under the claim "Stronger together.

This tension was also a central theme in the development of the sound identity. "It was important to us that the Pro Senectute sound is fresh and activating and appeals to everyone. At the same time, it should be unagitated, friendly and warm-hearted: "Growing older is not always fun," explains Peter Burri Follath, Head of Communications at Pro Senectute Switzerland.

In the process, the warm and earthy sound of the dulcimer, played by Valais luminary Ephraim Salzmann, in combination with acoustic blues guitar, has become the cornerstone of the Pro Senectute Sound Identity. Both instruments are well known in Switzerland, but the unusual texture in the interplay makes you sit up and take notice.

The sound identity is already in use at several touchpoints. One of these is the just launched "Wie Läbsch?", which guides the listener through the stories through the targeted use of sound elements. Furthermore, the Service Center Experience was redesigned and prepared for specific target groups. A flexible soundscape is now available for multimedia content, for example in the current film on QR billing). The audio distillate of the Pro Senectute Switzerland brand - the audio logo - rounds off the sound asset range.

"The result completes the impact of our brand and strengthens the emotional clarity of our communication," says Tatjana Kistler, media officer and deputy head of communications at Pro Senectute, about the new sound identity. "And it was really exciting and a real job enrichment to focus on the impact of sound with DoN!"

Responsible at Pro Senectute: Tatjana Kistler (Media Officer and Deputy Head of Communications); Sandra Kathriner (Head of Marketing Services); Peter Burri Follath Head of Communications - Strategy and Overall Responsibility). Responsible at Department of Noise: Florian Goetze, Ph!L!pp Schweidler (strategy and creative direction); Michael Stuber (strategy). Logo animation: Bold.

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