The Challenge
Creating a distinctive audio logo that could work consistently across all brand communications—from major campaign moments to everyday customer touchpoints.
Brand scale
Create a sonic signature for one of Australia's biggest brands.
Emotional resonance
Capture the optimism and "can do" spirit at the heart of the CommBank brand.
Long-term thinking
Build an audio asset designed to endure and evolve with the brand.
Campaign integration
Work seamlessly with diverse creative executions and campaign music.
The Solution
A distinctive audio logo created for Commonwealth Bank—designed to evolve alongside the brand while maintaining recognition.
The Strategy
Strategic foundation
CommBank's brand was built on the ‘CAN’ platform, optimism, possibility, and enabling Australians to achieve their goals.
Musical direction
Clear, memorable melody that builds instant recognition
Optimistic and uplifting tone
Flexible enough to integrate with diverse campaign music
Designed for long-term use and evolution
The System
Core Components
Audio logo with flexible integration architecture
Campaign adaptations
Channel-specific versions
Touchpoints
TV/Cinema campaigns
Digital/Social
Radio
Campaign integration
Brand communications
How it Sounds
Clips are provided for reference from public sources.
Audio Logo
Brand Film - Beacon
Brand Film
Building Salience
"Changing the sonic identity for one of the biggest banks in Australia is about as daunting a journey as one can undertake in this business. But the Resonance team made it smooth and methodical. More than that, they captured the essence of our new brand positioning and the sense of optimism inherent therein."
Mandie van der Merwe, Executive Creative Director, M&C Saatchi Sydney
The audio logo built instant sonic recognition across one of Australia's biggest brands through a flexible system that integrated seamlessly with diverse creative executions and campaign music. Multi-year collaboration with M&C Saatchi enabled the audio logo to evolve alongside major brand transformations while maintaining recognition—successfully navigating significant brand refresh while expressing optimism and "can do" spirit. Deployed consistently across TV/cinema, digital/social, radio, and campaign integrations, it created continuous brand signature that worked from major moments to everyday customer communications, proving that sonic identity can evolve without losing recognition.
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: Commonwealth Bank
Agency: M&C Saatchi
Composer/Creative Director: Ramesh Sathiah
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