Case Study
Rivian Sonic Branding
Rivian Sonic Branding
Category
UX Sound Design, Experiential, Automotive
Opportunity
The future of transportation meets The Future of Audio Branding™ in the full story behind Rivian's sonic identity.
The Sound of Rivian
The Story
Rivian embarked on a journey to develop an Audio Design Language that integrates nature-inspired sounds into their vehicles. Our collaboration resulted in a distinctive and harmonious auditory experience, aligning with Rivian's vision of blending advanced technology with the serenity of the natural world.
The Concept
Naturally Sourced Sonic Branding
The sonic branding blends into the world that Rivian is helping to preserve by sourcing sounds from nature. By synthesizing these natural sounds into new instruments, we created a custom audio system that reflects Rivian's commitment to sustainability and innovation, blending technology with the tranquility of the natural world.
Earcon Ecology
Soundscape ecology is a term used for the acoustic ecosystem of nature. As we developed a suite of UX sounds for Rivian, we took a careful look at how they would impact the world around us, as well as inside the vehicle.
Lock Chirp
Seatbelt Reminder
Turn Signal
Navigation Maneuver
Audio Branding Components
Synthesized sounds from nature were crafted into unique instruments, forming a rich audio aesthetic for Rivian. These sounds create a distinctive and immersive experience, enhancing user interaction and brand recognition.
Lock Chirp Components
Traditional auditory feedback for locking a car is a mechanical click, the honk of a horn, or a digital chirp. Leaning into the animal kingdom, we brought the lock chirp to life through birdcalls.
Turn Signal Components
We took the opportunity to turn the history of the Turn Signal into a branded opportunity. Traditional turn signal sounds were produced by the binary on/off clicks of a relay circuit signaling the lights. We kept the synchronization between audio and visual cues, but took a new approach to the rhythmic nature of the indicator.
AVAS
Acoustic Vehicle Alerting System
Electric vehicles are inherently quieter, necessitating a thoughtful approach to sound design. We integrated Rivian's audio branding into the Acoustic Vehicle Alert System (AVAS). Using broadband noise derived from natural recordings, we crafted a soothing and compliant sound for Rivian's low-speed operation. This sound not only ensures pedestrian safety but also aligns with Rivian's brand ethos by minimizing its acoustic footprint and contributing to a more serene urban environment.
Sonify Your Story™
