Sunrise Sound Identity: The Brand Comes to Life
Sunrise is adding an auditory dimension to its brand experience. In collaboration with the Swiss sound agency TONIQ, the company has developed a sound identity that brings the brand to life on an emotional level and makes it recognizable at audio-only touchpoints.
What a brand says is visible. What it feels can be heard—if the acoustic identity is right. With its new Sunrise Sound Identity, the Swiss telecommunications company is entering a new level of expression: In collaboration with the Zurich-based sound agency TONIQ, an acoustic identity was developed that conveys brand values, fosters a sense of connection with the community, and unites people across Switzerland. At the heart of the first phase is the sound logo, a distinctive acoustic signature.
The Aurora Principle as a Strategic Foundation
The Sunrise Sound Identity is based on the «Aurora Principle» developed by TONIQ, which features three inextricably linked elements: Bold, Alive, and Epic. Just as with a sunrise, the characteristic moment emerges from the interplay of different nuances—weighted differently depending on the situation. According to the press release, this allows Sunrise to sound powerful and energizing at a sporting event, warm and supportive during a service journey, and grand and emotional in a brand movie—all without losing its own identity.
The bar was set high: The acoustic identity is meant to engage people, create warmth and a sense of closeness, and generate those memorable, connecting moments in which a brand is not only recognized but also felt. Sunrise is a sponsor at ski races, hockey games, concerts, and festivals—and the sound reflects that.
Sandro Tschuor, Senior Director of Brand & Marketing Communications at Sunrise, emphasizes the importance of connection as a core brand value: «Connection is central to us—Sunrise not only connects people digitally, but also brings them together: at ski races, hockey games, concerts, and festivals. With our new Sound DNA and our Sound Logo, we’re bringing the power of music—which is very close to our brand—into our brand identity and creating another dimension of brand recognition.»
The Sound Logo: Short, Impactful, and Recognizable
The sound logo is the central element of Sunrise’s sound identity. Flavian Malär, Brand Manager at Sunrise, describes the design philosophy: «It was important to us that Sunrise not just sound the same everywhere, but remain clearly recognizable as Sunrise. With our new sound identity, we’ve created a flexible system with clear recognizability. The sound logo is the central element: short enough to be heard in an instant, yet strong enough to be remembered.»
The sound logo is already being used in campaigns. In the medium term, the sound identity will be rolled out across additional touchpoints—from social media and events to apps, TV boxes, retail, and service applications.
Empirically validated with MeloMetriq
The development took place through a multi-stage strategic and creative process. The sound DNA concepts that were developed were then tested using TONIQ’s empirical survey format, MeloMetriq, with Sunrise customers, potential customers, and employees to assess their impact, appeal, and brand fit, and were refined into the final sound.
Ph!L!pp Schweidler, Director of Strategy at TONIQ, summarizes the strategic benchmark: «The quality of a modern sound identity is reflected in its emotional range. It must allow a brand to evoke a sense of intimacy, energy, or grandeur depending on the touchpoint, without becoming arbitrary. When this balance between versatility and a distinctive character is achieved, sound becomes relevant in the long term.»
Responsible at Sunrise: Sandro Tschuor (Senior Director of Brand & Marketing Communications), Flavian Malär (Brand Manager), Anna Leutar (Head of ATL & Brand Campaigning), Annika Becker (Head of Performance Marketing & Digital Communications), Simone Höller (Digital Marketing Creative Manager), Martin Bruellhardt (Head of Sales Experience), Petra Gerber (Head of Social Media & Digital Content), Andreas Jäggi (Senior Marketing Manager), Chantale Grondfield (Senior Market Research Manager)
Person in charge at TONIQ: Alexandra Salomão (Consultant), Florian Goetze (Creative Director), Dominique Dreier and Kilian Spinnler (Creative Producers), Yves Gerber (Head of MeloMetriq), Ph!L!pp Schweidler (Director of Strategy)
