Harmonie Mutuelle
sonic branding
Audio Branding
Harmonie Mutuelle
Show Your Commitment
With its new tagline “Let’s move forward together”, Harmonie Mutuelle wishes to reaffirm its mission and has entrusted us with the creation of its new web sonic branding.
Three principles will guide our entire approach: commitment, teamwork, and optimism.
Our approach is to translate these concepts into a contemporary and dynamic context, quite different from the institutional conventions traditionally associated with a mutual insurance company.
Movement and Community
Named GO, the anthem draws inspiration from gospel, hip-hop, and urban cultures, among other influences.
A crisp, direct rhythm conveys movement and action, while the guitar, piano, and bass add warmth and sincerity to the whole.
To give the music a truly human and communal dimension, we are recording a gospel choir with Malik Young, from *Gospel for 100 Voices*. The voices, clapping, and rhythms become essential elements of the landscape.
The piece also plays on variations in tempo—from calm to crescendo—and on the alternation between major and minor keys to allow the emotion to evolve without losing its energy.
An identity capable of changing its tone
Because Harmonie Mutuelle needs to be able to speak out on both lighthearted and more sensitive topics, we are composing several versions of the anthem.
Some are more energetic and unifying, while others are more subdued and emotional. All of them incorporate the same musical elements to maintain the brand's identity.
A brand voice with a light tone rounds out the presentation and lends it a more reassuring and human touch.
The Sound Logo
The sound signature, taken directly from the hymn, symbolizes Harmonie Mutuelle's key values and supports all communications. Combining piano and claps, it reinforces the brand's unity and commitment.
A signature that brings people together
Finally, the sonic logo draws on the most distinctive elements of the musical landscape to encapsulate its committed and unifying spirit in just a few seconds.
Music, voice, and branding thus form a cohesive “ sonic branding ,” capable of conveying Harmonie Mutuelle’s new platform across its various touchpoints.
An identity designed to give “Avançons collectif” a voice: movement, voices, and an energy that comes precisely from the group itself.
