In an initiative designed to create a seamless and three- dimensional sound experience for the Xbox 360™ video game and entertainment system from Microsoft, NewYork based sonic branding firm Audiobrain has developed an audio strategy that will be experienced across many customer touchpoints in the years to come. By bringing a clear and consistent “voice” to the Xbox 360 experience, Audiobrain believes its sonic branding initiative for the Xbox 360 will help revolutionize the way the consumer interacts with the brand on multiple levels, creating a consistent personality while completely differentiating the sound of the Xbox 360 from any of its competitors.
Russ Glaser, Xbox Group UI Design Manager says, “When we set out to bring the Xbox 360 to life by infusing a sonic landscape, we were not looking for a sound design company, we were looking for a group that lived sonic branding. Audiobrain is that company. They developed a sonic dialogue that completed our established design language”.
In addition to the full Xbox 360 product sonification, which includes sound for the user interface, bootup animation and sonic signature, Audiobrain also created additional branded soundscapes for both the MTV Reveal Telecast, and the Xbox 360 E3 Briefing Event, held at the Shrine Auditorium in Los Angeles on May16th. Additionally, Audiobrain created a Dolby 5.1 surround sound mix for use in movie theatres and other venues.
When sound is used as a branding tool we can significantly give voice and add equity, and are extremely happy that the Xbox Branding and Product teams place such a high value on audio and its branding capabilities.” Orlena Yeung, Xbox Global Brand Marketing Manager explains, “As we evolved the Xbox brand, we firmly had in mind to create a multi-sensory interaction with the consumer. Working with Audiobrain, we successfully gave the brand a new dimension through audio that we didn’t have previously.