Work > Saxo Bank
For three decades, Saxo Bank was synonymous with dark suits, high finance and a touch of Wall Street cynicism. But as private investing became more accessible, and trust in the financial sector declined, this positioning no longer reflected the evolving market. Saxo needed a brand refresh, and this also included sonic branding.
A sonic identity for the curious investor
To bring their purpose “We get curious people invested in the world” to life, Unmute has developed a sonic identity designed for a new generation of investors. Optimized for digital-first experiences, it ensures consistency across every touchpoint of the customer journey.
Instead of a traditional melodic hook, Saxo’s new sonic logo is built on two distinctive chords - capturing the essence of curiosity that drives investors. Beyond the sonic logo, an extensive toolbox provides adaptable brand music for diverse communications, all backed by comprehensive sonic identity guidelines.
With this transformation, Saxo now sounds as forward-thinking as the investors it seeks to inspire.
Curious for more?
Reach out to Simon Kringel to learn more about this project
or if you want to hear more about sonic branding
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