The Sound of ATB

ATB is a regional Canadian bank in a crowded market – where all banks use mnemonics, but none employ sonic strategy. Through our “music intelligence” process we revealed how sound could become a “blue thread” to tie the ATB experience across all touchpoints using a more holistic approach. A mnemonic would be a keystone, but only as part of a much more comprehensive “sonic identity system” (SIS) that provides a holistic “sound” for the brand, tying their brand essence together internally, externally and across all touchpoints.

Discovering the sonic footprint of Canadian banks does not evoke ATB strengths, we seized the opportunity. As all competitors are essentially “caregiver” archetypes, ATB embraced the “sage” persona which better fits their promise of “powering possibility” through a unique culture of “sharing expertise”. We built a comprehensive strategy that has turned music into ATB's most powerful tool for shifting brand perception.

Research and analysis led us to “Bedroom Pop”, a name derived from DIY indie artists making hit songs in their bedrooms. Not only does the genre evoke ATB’s core strengths in testing and workshopping, but we share a story with these artists who “power possibility” through resourcefulness, teamwork, curiosity, innovation, and community.

We created a radio single with Canadian artist Munya, who embodies our sonic DNA – dreamy vocals, ethereal soundscapes, and optimistic attitude. This song tested off the charts against all ATB attributes and became the “center” around which we built our “Sonic Identity System”.

One notable 'first' for our sector is ATB's mnemonic. Instead of just a memory device, our mnemonic tells our brand story with sound, proven via implicit testing. We also departed from the traditional method of conveying trust and warmth with acoustic instruments and generic styles, instead adopting a “dreamy” ethereal approach that also evokes innovation and possibility. Lastly, the "molecular" sound we created to weave "expertise” (our main differentiator) across our sonic ecosystem is a breakthrough device in sonic branding.