UBS Unveils New Sonic Identity From MassiveMusic

Since announcing its global re-branding campaign earlier this week – which features inspiring videos and photos taken by Annie Leibovitz – banking giant UBS has done the unthinkable and unveiled a new musical identity.

Together with MassiveMusic, who won the pitch for its quirky and rule-breaking approach, the three-chord-tune was composed on the world’s largest piano.

“It’s the only piano that measures 12 feet in height and [that] you have to climb a set of stairs to play it,” says MassiveMusic creative director Tommy Zee. “The special ingredient in this story was David Klavins – a master piano builder on a quest to create the best sounding piano in the world. The story of David Klavins is actually the story of UBS – they are both striving to be different from the industry – not for the sake of being different, but for the sake of simply being better.”

The sound was used in UBS’ latest Life Questions campaign (below), which was created by Publicis UK, and will also feature in future TV and radio promos.

UBS hopes that this sound will identify the brand much in the same way that its logo is recognised internationally. The company realises the importance of creating specific content for each of its public platform.

“Huge global brands have so many touch points and produce so much content – they’re increasingly producing online films, for example – that they now use more sound and music,” says MassiveMusic director Michiel Cremers.

The new sonic identity will come to represent UBS and will be used to identify the brand in future projects.