barmeniagothaer: Ignite the spark
Roles: Sonic Strategist · Creative Director · Senior Sound Designer · Lead Composer
Context
Barmenia and Gothaer were merging into one brand, creating the opportunity to build a new sonic identity from scratch. In a category where insurance brands often sound alike, the challenge was to establish recognition while breaking away from predictable audio codes.
cultural insight
The piano wasn't the problem. The predictability was. By recontextualizing familiar elements through contemporary production and darker textures, we found a sonic territory that could feel entrepreneurial, expressive, and future-facing while retaining warmth and humanity.
The geometry of BarmeniaGothaer’s sparkle icon became another key reference, inspiring a sound figure that translates its intersecting structure into an acoustic gesture.
Sonic solution
We developed a modular sonic system built around a core sound logo — sparkle, leitmotif, and brand voice — uniting sound and symbol. The identity extends across the brand song, ringtones, event soundscapes, music on hold, and brand guidelines, creating a flexible sonic ecosystem that stays distinctive and coherent across every touchpoint.
Sonic system
Sound Logo
Brand Song
Soundscape 1: Soothing - Meditative
Soundscape 2: Activating
On-hold Music
Ringtones
Credits:
Client: BarmeniaGothaer
Agency: WESOUND
Project Owner & Head of Design: Lars Ohlendorf
Composers: Kids in a Candy Store