The Challenge
Creating a sonic identity for a brand positioned as the "biggest bank with personality"—a differentiated stance that gave permission to sound different.
Distinctive in a crowded category
Stand apart from other major banks through sonic personality.
Long-term consistency
Build recognition through repeated use while enabling creative adaptation.
Authentic differentiation
Create a sound that felt genuinely ANZ, not generic financial services.
System flexibility
Work across diverse applications—from brand campaigns to corporate communications to podcasts.
The Solution
A highly distinctive audio logo and accompanying brand music system—designed to express ANZ's personality across every touchpoint where the bank communicates.
The Strategy
Strategic foundation
ANZ's "biggest bank with personality" positioning meant the sonic identity could break category conventions. Rather than playing it safe, the brief was to create something with genuine character and distinctiveness.
Creative direction
Unique sonic flavor: Permission to sound different from typical banking sonics
Memorable and characterful: An audio signature with personality, not just professionalism
Modular system: Core audio logo supported by brand music and adaptations
Flexible deployment: Work seamlessly from 3-second radio stings to full campaign tracks
The System
Core Components
Audio logo (distinctive sonic signature)
Brand music (extended compositions for campaigns)
Bespoke adaptations (versions for specific applications)
Corporate variations (business banking, corporate comms, podcast themes)
Touchpoints
TV campaigns
Radio advertising
Corporate communications
Business banking
Podcasts
Social
Digital
How it Sounds
Clips are provided for reference from public sources.
Security
ANZ Falcon
ANZ Barber
5 in 5 Podcast
Building Salience
The distinctive audio signature broke category conventions—expressing ANZ's "personality" positioning sonically where most major banks sound similar. The modular architecture enabled bespoke adaptations across campaigns, corporate communications, business banking, and podcast themes while maintaining recognition. Deployed consistently across all brand touchpoints—from 3-second radio stings to full campaign tracks—the audio logo built cumulative brand recognition through repeated exposure. The sonic system proved that distinctive character and professionalism aren't mutually exclusive, particularly for a brand with permission to sound different.
Disclaimer
This work was led under our creative strategy during our time as founders of Resonance Sonic Branding (later acquired by Songtradr). All trademarks and materials remain the property of their respective owners. Inclusion does not imply endorsement or an ongoing commercial relationship.
Credits
Client: ANZ
Client Lead: Paul Siedle
Agency: Special Group
Sonic Strategy: Ramesh Sathiah & Ralph Van Dijk
Sonic Branding Composer: Lance Gurisik
ANZ Falcon : Score and Sound design by Rumble
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