EightSix: This is how Siemens home appliances will sound in the future

The Berlin agency EightSix has been commissioned by Siemens Hausgeräte to develop a comprehensive sonic branding system. For EightSix, the project marks another milestone in the company's still young history: by developing sonic systems, strategies and tools, the Berlin-based agency supports brands in making creative, comprehensible, scalable and defensible decisions when dealing with music and sound.

The Sonic System developed for Siemens Home Appliances is a modular sound architecture based on four design principles that defines how the brand sounds at every touchpoint: in campaigns, on social media, at trade fairs, in product interfaces, on voice assistants and in local markets worldwide.

Four design principles for consistent sound

The four design principles include Foundation (stability and reliability), Sequence (progress and intelligence), Human (connection and approachability) and Emotion (innovation and inspiration). Each of these principles can be expressed musically in different ways, but always reflects the unmistakable audio brand identity of Siemens.

«We didn't want to give another brief to a music agency. Instead, we wanted a partner who understood how a brand like Siemens thinks and who could bring sound to the same level as our visual design,» comments Christin Schillo, Global Head of Siemens Brand Communication.

Brand Studio makes decisions measurable

The collaboration also includes the EightSix Brand Studio in the future. The platform, which was developed together with technology partners Cyanite (music data analysis) and SoundOut (emotional impact measurement), makes musical decisions within organizations strategically comprehensible, measurable and scalable. It analyzes the technical characteristics of a piece of music, measures the emotional impact on target groups and checks consistency across different channels and touchpoints. This enables teams to make music decisions based not only on taste, but also on jointly defined criteria.

Based on the sound strategy developed specifically for Siemens home appliances, the use of the EightSix Brand Studio creates an unmistakable sound that carries the brand's DNA and can be used flexibly.

«Visual design systems are essential for modern brands in terms of consistency and recognition value. When it comes to sound, however, decisions are usually still based on gut instinct,» explains Gordian Gleiss, Co-Founder and Managing Director, EightSix. «But to create a truly coherent brand image across all touchpoints, sound must be evaluated according to the same parameters as visual design. This is another reason why we are delighted that a recognized brand like Siemens Hausgeräte is willing to take this step with us.»

Live demonstration at the OMR 2026

Anyone who wants to experience how data-supported music decisions work in practice will have the opportunity to do so at OMR 2026. EightSix will be holding a masterclass on Wednesday, May 6 at 1:30 p.m. on the topic of music and sound decisions on the brand side, including a live demonstration of the EightSix Brand Studio.

About EightSix

EightSix is a Berlin-based agency that treats music like brand design. Founded by Gordian Gleiss, Shai Caleb Hirschson and Joss Ifan Brightwell, the company develops sonic systems, strategies and tools that help brands make clear and defensible decisions around music and sound. With a multidisciplinary team of 15 specialists working internationally, EightSix works closely with leading brands such as Otto, Siemens Hausgeräte, Deichmann and Ferrero. Further information: www.eightsix.com

Responsible at Siemens: Klaus Karl (Executive Vice President Global Head of Brand Siemens), Christin Schillo (Global Head of Siemens Brand Communication), Uzcan Uz (Brand Communication). Responsible at EightSix: Gordian Gleiss (Co-Founder, Managing Director), Shai Caleb Hirschson (Creative), Joss Ifan Brightwell (Head of Production), Franziska Küttner (Client Service Director), Nicolas Peixoto (Production).