What do you do, when a company does not deal with any sort of physical product? How do you find its essence?
First up, BLUT Conceptual Audio Design organised workshops at HEALTH AG headquarters to learn about the brand and to teach about audio branding.
In cooperation with HEALTH AG, BLUT distilled the brand values and transferred them into a musical theme.
But: beyond applying the tonal equation to their key terms, how do you ›play‹ the brand, when you are lacking materials?
HEALTH AG's main asset are their people. Communicating with patients, doctors and health care providers is the key to their business. Singing is as human as it gets, the most direct way to create music.
So BLUT decided to use the human voice as the HEALTH AG instrument.
Once we found the theme that embodied the brand values, BLUT Conceptual Audio Design created a ›Masterpiece‹.
Big word, cool concept: in a 4 minute production, a team of composers and arrangers turned the theme into a symphony - a musical piece with overture and several movements, ending in a grand finale.
Unlike a classical symphony, our masterpiece went through several arrangements, from classic to electronic, thereby providing the elements, that later became the blueprint for all the different touchpoints.