The New FIAT Through Sound

The New FIAT Through Sound

 

 

BETTER SOUND 2022 | Category: Audio Branding

 

Entrant
Soundthinkers

 

Abstract

One of the most beloved brands in Brazil, sales leader for 11 years, needed to tell a new story. FIAT reinvented itself, rebranded and rethought its visual and verbal universe, but it didn’t stop there. Soundthinkers was invited to carry out a fully people-centred 360 degree project, tackling sound in every touchpoint.

 
Description

The context:
Sound creates memories and tells stories, and one of the most beloved brands in Brazil, sales leader for 11 years, needed to tell a new story. Fiat reinvented itself in a new visual and verbal identity.

The challenge:
Our insight begins right there: to lead Fiat to tell stories with its own Sound DNA, creating such a particular and unique sound universe for a brand that is passionate about every path.

The creative process:
A team of 11 professionals dedicated more than 800 hours of work between interviews, research, analysis of files and market players, listening and studying, all to translate FIAT’s purpose and the desire to create new connections with people through a unique sound strategy.

The result:
THE FIAT EFFECT THROUGH SOUND!
A sound universe that is connected to the brand and evokes its pop, charming, Italian and spontaneous qualities.

THE FIAT EFFECT THROUGH MUSIC
A pop language, utilizing samples, remixes and new artists. Warm, to refer to the origin of the brand, diverse and relevant, with moods that connect to different contexts. Organic, creating a stronger bond between the brand and its audience. Within this concept, we created MUSIC TRENDS FIAT, a study produced by Soundthinkers focused on revealing different current Latin and Italian musical Micro-Scenes to inspire every touchpoint around the brand.

THE NEW FIAT THROUGH VOICE
The new FIAT is a people-centred brand and, more than talking about products, it wants to talk to people and create connections. More than thinking about genders, it seeks its own way of speaking that brings people together, welcomes, smiles, is empathetic and democratic.

FIAT SOUND LOGO
Our second challenge was to create an emotional connection between FIAT and its consumers. This is how their first Sound Logo was created, emerging from three key movements: The translation of the visual icon “Flag” into an ascending portamento, the translation of the brand’s name into a key-melody and the organicity that accompanies each context.

SOUND UX
Both in a store and in a product scenario, we translated the brand’s pillars so that the user’s journey was even more human, working on acoustics, sound systems and content. Also, redesigning all the feedback sounds of FIAT cars.

 

Project video