Elias
WHO WE ARE AND WHAT WE DO A pioneer in the discipline of audio branding, ELIAS has provided this dynamic branding tool to a long list of global companies and prominent newcomers alike. No matter the specific need, our 5 step Audio Identity process allows us to create audio mnemonics, sound suites, and full service systems that are durable, scalable, and perfectly represent a brand’s DNA. Contact us about your next project >

FIND YOUR SOUND.

The Elias 5-step process has been field-tested and honed over many years of successful Audio Identity initiatives. This process mirrors that of a traditional branding engagement, and ensures the resulting creative is durable, scalable, and embodies all aspects of the brand accurately regardless of the specific need.

PHASE 1 DISCOVERY

Includes a Brand Audit to evaluate the existing emotional equities, brand guidelines, and audio assets of the brand as well a Competitive Audit to ensure our developed Audio Identity remains wholly unique. Key Stakeholder Interviews are performed to allow us to understand the brand on deep level, with the firsthand input of C-level brand teams.

PHASE 2 STRATEGY

Establishes audio opportunities for the brand within (and beyond) its current audio aesthetic and includes our Audio MoodBoard process to articulate the brand’s emotional attributes in composer-friendly sonic terms.

PHASE 3 DESIGN

Includes our creative exploratory to provide multiple demo assets for review, refinement, and selection. Proof of Concept exercises (through varied stylistic and use-case arrangements of selected finalists) are done to ensure the desired breadth and depth of expression exists in the work. External quantitative testing can be facilitated with 3rd party partners, timeline & budget permitting.

PHASE 4 EXECUTION

Includes finalization of the selected assets and delivery of an Audio Styleguide – a multimedia “reference manual” for effective and successful deployment of the brand’s Audio Identity.

PHASE 5 OPTIMIZATION

The developed Audio Identity must be under constant review. Elias offers consulting (electable on a retainer basis) following launch of the work, to ensure it is deployed correctly and remains fresh, relevant, and effective.

THE GOAL

…is to create an Audio Identity System that is consistent across all communications, building recall and resonance for your brand. A successful system amplifies brand awareness, increases emotional connection, differentiates your brand within the marketplace, and is flexible enough to evolve for many years to come.

1

Evaluate

the brand.

2

Identify

opportunities.

3

Create

audio expressions.

4

Deliver

audio solutions.

5

Evolve

keeping it fresh

over time.

Process Process
Process
The Stats and Power of Audio Identity

FEATURED CLIENTS

Over the years Elias has had the pleasure of working with some of the best companies in the world to create unique, iconic, and memorable audio identities.

Columbia Pictures Citi Yahoo Kellogg's American Express Intel Charles Schwab Prudential DELL Mtv Farmers Insurance Travelers Liberty Mutual Cisco Honda

THE POWER OF AUDIO IDENTITY

Audio Branding has the power to connect to the consumer on a deep sensory level. Working hand in hand with a strong visual identity, it creates an emotional - and memorable - connection.
Farmer’s Insurance
Honda
Yahoo!
Mastercard
XBOX
McDonald’s
Duracell
95% unaided recall (Veritonic)
Scored 76% over index for both “Happy” and “likeable”
Using the name in the sonic logo and the high frequency with which it’s played makes this the #1 top performing sonic logo in Veritonic’s 2019 brand survey.
"We're proud that the Farmers mnemonic has become a part of pop culture, especially given that we are one of the lowest spenders in advertising in the category.”
- Leesa Eichberger, CMO Farmers
83% unaided recall (Veritonic)
Scored 70% over index for “Happy”
Having the sonic logo bookend its messaging has improved recall by 4% from 2018 to 2019. (Veritonic)
97% Awareness (from less than 30%) within first 6 months of yodel launch
Effectively leveraged as internal/corporate rallying cry – entered Guinness book of world records (2003) for most people yodeling together in one place
“This event represented the fun & innovative spirit of Yahoo!, and at the same time celebrates the world-famous Yahoo! yodel.”
– Cammie Dunaway, former CMO
“I visit countries that don’t even have the internet yet....but they all know the Yahoo! yodel, and will actually sing it to me!”
– Carol Bartz, former CEO, Yahoo!
Launched in February 2019, MasterCard’s audio signature is a six-note sequence in the key of G major..
There are currently 20 different geo-specific renditions with the goal of having 200 by the end of the year.
Launched Priceless Experience voice skill July 2019.
“Voice is the next frontier of search and retail. Sound – and in this case the Priceless Experiences skill marked by the Mastercard sonic brand – is a powerful way for us to create a culturally-relevant and emotional connection with consumers.”
- Raja Rajamannar, CMO
Brand value has increased 30% from 2018 to 2019 (BrandZ)
73% unaided recall (Veritonic)
Scored 70% over index for “Innovative”
Bookending spots with sonic logos has increased recall 5% from 2018 to 2019. (Veritonic)
“I’m Lovin It” audio signature increased advertising effectiveness (in some markets up to 50%) 
Increased perceived share of voice
Basis for executing first globally-integrated campaign in brand’s history 
"Most people believe we've increased our advertising weight substantially, and the fact is, we didn't -- what we have increased substantially is the effectiveness of the advertising, and as a result the impression is that our weight has gone up because our awareness has gone up. That's one of the lessons.”
— Fast Company, November 2010
“Coppertop” mnemonic credited with successfully commercializing alkaline battery – besting Eveready (which had actually invented the technology) Resulted in 80% awareness (overtaking Eveready at 40%) in record time.
The mnemonic’s brand value is so widely appreciated and respected, it has never been challenged, despite the fact that Duracell has changed corporate ownership more than 4 times in the last 35 years.

AUDITORY BEHAVIOR

The impact of sound goes far beyond conscious or rational perception. Amazing things happen when specific auditory signals connect with us – to effect change for good, and drive powerful results.

Crime rates in Lancaster, LA dropped by 15% after the city’s mayor introduced a relaxing soundscape along the city’s main boulevard.
Robberies dropped 33%, assaults on staff 25%, & vandalism 37% when classical music was piped over loudspeakers in London Underground.
Kamppi Mall in Finland increased retail dwell time by 8% (with a projected annual sales increase of 27 million USD) by replacing their music playlist with a generative soundscape to improve the customer’s experience.
Glasgow Airport reported a 2 - 8% increase in sales within its duty-free shops after the implementation of generative ambient soundscapes (day-parted, one for day use and one for night use) played at a low level to reduce stress in areas such as walkways and departure lounges.
Playing French music in a wine store led to French wine outselling German wines by 5:1.

CONTACT US

For inquires to Elias Audio Identity please use the form below. We’ll be in touch!

WHERE WE CREATE & WORK

Elias has offices located on both coasts. If you’re swinging by or need to send us some snail mail here’s the info.

WEST COAST
EAST COAST
New York

NEW YORK

1755 Broadway, 3rd floor

New York, NY 10019

212 331 2200

Santa Monica

SANTA MONICA

2100 Colorado Ave.

Santa Monica, CA 90404

310 865 9400

WORK WITH US

We are always evolving at Elias to do so we are dedicated to finding talented creators and individuals. If you’d like to contact us about joining our team please reach out to us!

CAREERS

So you want to be in music? Reach out and tell us all about it. Send a cover letter and a resume.

careers@eliasarts.com

COMPOSERS

Freelance composition enquiries, please send us a link to your reel.

composers@eliasarts.com