Listen embarked on a mission to help Microsoft create a sonic identity and define their sound across all their products, platforms, and brand.


Sonic Brand Strategy, Music Strategy, Brand Anthem, Music Library


TV Commercials, Audio Advertising, Social Media, Digital Content

We started with a comprehensive survey, analyzing sounds across Microsoft brands including X-box, Windows, Office, and Skype.

We also examined sounds from the giant’s partners and competitors. Dozens of interviews and thousands of video analyses later, we identified Microsoft’s core brand principles.

Microsoft’s sound emerged from this as humanizing and organic. Intelligent and unconventional, connected and universal, productive and empowering.

These are the principles that underlay our sonic approach across the brand in its entirety, from products to communications.