34 broken lightbulbs: How MassiveMusic created the new Philips audio brand
Philips’ mission is to make life better through innovation. MassiveMusic was tasked with creating a comprehensive sonic identity for the Philips brand. The global music agency counts Nike, BMW, and UEFA amongst its clients. Its main source of inspiration? The humble lightbulb - a globally recognised symbol of ideas, creativity, and imagination, and a product highly relevant to Philips’ history.
MassiveMusic's work goes beyond a traditional sound logo or piece of music. The agency created a playable digital instrument, made up entirely of the sounds of a lightbulb and natural human sounds. The team smashed the glass bulb, bowed the filament, and tapped the product. They also recorded recorded natural sounds from the human body, like heartbeats and finger snaps. These edited sounds produced the new Philips instrument.
Luc van Stiphout, Head of Branding at MassiveMusic Amsterdam describes this as a new “branding tool”. Philips aim to use the Philips instrument across compositions and touchpoints. to create consistency and brand distinction. The new identity references a sonic logo, event music, and user experience sound for apps and products. This will enable Philips' audio brand to flexibly cater to its wide range of touchpoints - including its recent focus on healthcare.
Thomas Marzano, Global Head of Brand Experience at Philips, believes the new sonic identity will “radically change” brand recognition. He says, “We asked MassiveMusic to translate the Philips brand into a new, simple set of audio assets. But together, we have in fact transformed the sonic brand identity across-the-board”.