Audio Strategy

Agency: BBDO San Francisco

Sister Music created a Sonic Identity for ServiceNow, one of the world’s leading digital workflow companies – a B2B service that “makes work work better for people”.

We researched and developed a ‘Sound World’ for the brand. With their bold, fresh approach, they wanted a sound that was unexpected and modern to stand apart from their other B2B counterparts.

Building a toolkit of assets that they could implement across their event platform for both of ServiceNow’s ‘Knowledge’ events (2020 and 2021) which had to go online due to the pandemic. We created brand new tracks for each event to keep things fresh, while maintaining the same overall feel and brand sound for consistency year on year. Moving away from a traditional mnemonic, we layered choppy vocal textures, bass lines, brass stabs and hard hitting beats to bring their virtual world to life.

We also worked with ServiceNow to develop Playlists for their events and workspace that align with their Sonic Identity to build more brand consistency across touchpoints. Working with key stakeholders we delivered music searches and playlists from exciting up and coming artists that echo their modern, bold approach to sound.