Case Study
Northwell Health Sonic Branding
Northwell Health Sonic Branding
Category
Audio Logo, Branded Music
Opportunity
Audio UX® partnered with Northwell Health to create a holistic sonic identity powered by the voices of their caregivers, raising the voices behind “Raise Health.”
The Sound of Northwell Health
The Story
In a sea of sameness, Northwell wanted to stand out from the cold and clinical sound of healthcare.To create a sonic brand as warm and inclusive as the care they provide, we teamed up with Proper Villains and turned to the heart of the brand: their people. We recorded The Northwell Health Nurse Choir—note by note—along with other caregivers and created a component library of textures, instruments, and samples. We used this audio design system to compose a sonic identity that not only reflected the brand's voice but was truly created by the voices of the brand.
The Process
Sonic Logo
The Northwell Health mnemonic serves as the primary sonic signature. It is an ascending melody that mirrors the motion of the visual constellation symbols. The four notes of the sonic logo stand for "Northwell: Raise Health," and the system supports different combinations of brand terminology.
Sonic Logo System
The Northwell Health Sonic Logo is systematized to work seamlessly across any media type. The short-form Fingerprint works at the beginning of ads and social media, whereas the Constellation Swell can be used to transition in and out of content.
Sonic Logo
Sonic Logo Fingerprint
Constellation Swell
Brand Theme
The Northwell Brand Anthem functions as an expansive musical narrative that embodies the organization's core values. The composition is a journey—one that embodies the ups and downs faced by patients and practitioners to work across dynamic storytelling.
THE JOURNEY
Voice Innovation
Branded Voices
Northwell is transforming healthcare. We saw an opportunity to transform the actual voices of the brand—its employees—into a fully playable ensemble. Listen to how the raw vocal recordings are processed into an audio design system of unique instruments.
Hum → Synth
Choir → Keys
Choir → Pad
The Outcome
Master Pieces
The culmination of the sonic branding can be heard in the latest campaign by StrawberryFrog, “Master Pieces.” The brand theme scores the storytelling of how Northwell is transforming women's health. The sonic logo scores the brand name and slogan, "Northwell, Raise Health."Hearing everything come together for an empowering campaign is truly a masterpiece.
Sonify Your Story
Your brand already has a voice. We’ll help the world hear it.
