OVERVIEW
As part of our ongoing sonic branding partnership with Spotify Advertising, Listen developed a sound logo and sonic brand strategy for the department store retailer Burlington, launched in conjunction with an audio advertising campaign on Spotify.
SERVICES
Sound Logo, Sonic Brand Strategy
APPLICATION
Audio Advertising, Digital Content
OVERVIEW
As part of our ongoing sonic branding partnership with Spotify Advertising, Listen developed a sound logo and sonic brand strategy for the department store retailer Burlington, launched in conjunction with an audio advertising campaign on Spotify.
SERVICES
Sound Logo, Sonic Brand Strategy
APPLICATION
Audio Advertising, Digital Content
OPPORTUNITY
While many associate Burlington with coats, the retailer's signature deals extend to clothing and home furnishings. Finding a good price at Burlington can be exciting on its own, but these deals can mean more, empowering diverse (and often Spanish-speaking) customers with affordable prices that build confidence and bring families together. The sound we created needed to represent not just the thrill of a low price, but the unique sense of optimism the brand builds through its deals.
PROCESS
We crafted a sonic brand framework for Burlington's sound logo that could ladder up to the brand purpose, foregrounding energy and vibrancy, while also layering in warmth that lends a depth sense of depth and weight to Burlington's sound.
BRAND DNA
Enticing: Vibrant, energetic movement
Exciting: Bright, bold melodies
Empowering: Warm, confident textures
SOLUTION
The sound logo for Burlington pairs a quick tempo with a vibrant, richly textured melody to evoke the energy of the brand's tagline, “Love the Deals." We composed the sound to consistently underscore Burlington's sign-off within the initial Spotify audio ad campaign, and across digital and TV ads in the future to build brand attribution and equity over time.
IMPACT
Burlington uses the sound logo on all audio ads and plans to continue implementing across English- and Spanish-language campaigns. The brand is already seeing strong results in building memorability and association through a sound logo, with an 8% lift in brand recall on sonic media compared to non-sonic media according to Spotify Advertising.
OPPORTUNITY
While many associate Burlington with coats, the retailer's signature deals extend to clothing and home furnishings. Finding a good price at Burlington can be exciting on its own, but these deals can mean more, empowering diverse (and often Spanish-speaking) customers with affordable prices that build confidence and bring families together. The sound we created needed to represent not just the thrill of a low price, but the unique sense of optimism the brand builds through its deals.
PROCESS
We crafted a sonic brand framework for Burlington's sound logo that could ladder up to the brand purpose, foregrounding energy and vibrancy, while also layering in warmth that lends a depth sense of depth and weight to Burlington's sound.
BRAND DNA
Enticing: Vibrant, energetic movement
Exciting: Bright, bold melodies
Empowering: Warm, confident textures
SOLUTION
The sound logo for Burlington pairs a quick tempo with a vibrant, richly textured melody to evoke the energy of the brand's tagline, “Love the Deals." We composed the sound to consistently underscore Burlington's sign-off within the initial Spotify audio ad campaign, and across digital and TV ads in the future to build brand attribution and equity over time.
IMPACT
Burlington uses the sound logo on all audio ads and plans to continue implementing across English- and Spanish-language campaigns. The brand is already seeing strong results in building memorability and association through a sound logo, with an 8% lift in brand recall on sonic media compared to non-sonic media according to Spotify Advertising.