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MassiveMusic Reinforces Randstad’s Legacy with New Global Sonic Identity

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Music agency created a contemporary anthem and distinctive sound logo to reflect Randstad’s new proposition ‘Human Forward’
MassiveMusic Reinforces Randstad’s Legacy with New Global Sonic Identity

International creative music agency MassiveMusic has created a new sonic identity for Randstad. The global leader in the HR services industry now has an inspirational brand anthem and a distinctive sound logo as sonic assets. Echoing the brand proposition ‘Human Forward’, the new sonic identity acts as an indispensable part of the total brand experience that Randstad wants to deliver.


Legacy in sound

Founded in the Netherlands by Frits Goldschmeding, Randstad has always understood the value of including music and sound as part of their brand expression. When they became a global company, a song called ‘Good To Know You’ emerged. Now, with the recent introduction of their ‘Human Forward’ brand promise, the recruiting company, established in 1960, felt the need to own a new bespoke sound.

A new ecosystem of music and sound

Luc van Stiphout, head of music & brands at MassiveMusic, explains: “A year ago Randstad came to us with a clear briefing: help strengthen their brand through the considered use of music and sound. They needed an ownable sound, with the focus on connecting clients and candidates through authenticity and emotion. The outcome is a new sonic identity that brings consistency and cohesiveness across all touchpoints – both externally and internally to their 39,000 employees in 39 countries.”

MassiveMusic kickstarted their creative process in research, providing insights and highlighting future trends. This led to the idea of a sung duet between a man and a woman moving forwards together to realise their own true potential in work and in life – a message that Randstad has always supported throughout the years. The duet eventually widens out to a larger choir, representing Randstad itself. All instruments and vocals in the music composition and production were selected for their warmth, tone and authenticity.

Joost Schriever, global director of marketing at Randstad, comments: “I’m very proud of our anthem. We call it an anthem and not just a song because it’s much more than that: it’s the musical DNA of the Randstad brand. The new brand anthem will have a long life and be used across a myriad of applications.”

The music agency also created a recognisable sonic logo, derived from the anthem itself, which will be used to sign off all future communications. A strategic decision to develop 5-note and 9-note variations was made for different contexts and content types. The melodic logo was composed to echo the sentiment of ‘Human Forward’ and the notion of ‘True Potential’ hence ending with a positive uplift in notation.

Alex Normanton, EU creative director of music & brands at MassiveMusic, says: “The overall sound aesthetic needed to feel human and empathetic, with just a hint of technology. The final anthem is the perfect blend of Randstad’s brand values and proposition, whilst also being optimistic, full of determination and drive.”

The new sonic identity, which will be gradually introducing the sound all over the world, caters to a variety of touchpoints, helping reinforce Randstad’s brand distinctiveness. Examples include: UI and UX sounds for web notifications, mobile alerts, music for social media, TV, radio and events, as well as ringtones and ‘hold’ music on phones.

Joanna Irwin, global chief marketing officer at Randstad, concludes: “Our new sonic brand tells our story, but more overtly, it encapsulates everything we say about ourselves, what we look like and how we act. All these elements come together to paint a picture of who we are through the use of music and sound”.

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Genres: Music & Sound Design

Categories: Recruitment, Business Services

MassiveMusic Amsterdam, Tue, 22 Jan 2019 12:57:31 GMT