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Creating Brand AwarenessthroughSound Branding

for Walter Knoll

Conceptual design of a cohesive, audible brand foundation that works across multiple touch points of a contemporary furniture brand.

For more than 150 years, the family-owned company Walter Knoll has been synonymous with first-class seating furniture. The luxury brand from Herrenberg, Germany is characterized by high-quality materials and a timeless aesthetic. Walter Knoll has repeatedly left its mark on design history, created classics and avant-garde icons, and stands for a modern, international lifestyle.

© Walter Knoll

HearDis! developed a comprehensive sound manual for Walter Knoll that translates the brand's core values into the audible sphere. We created a musical framework that can be used across a variety of touchpoints and derived specific sonic parameters that correspond to Walter Knoll's core values. Exemplary playlists illustrate the new sound and ensure a consistent sonic representation of the brand. The soundtrack itself creates a unique audio universe far removed from mainstream or generic music: Avant-garde meets polyrhythmic percussion, modern classical and electronica, while the highest musical quality reflects the brand's exceptional standards in every note and drumbeat.

The sound manual serves as a dynamic guide for all sonic aspects of brand communication and is delivered to the client in hard copy as well as a digital resource for staff, agencies and partners.

© Walter Knoll

Since IMM Cologne 2017, the Sound Manual has been the musical foundation of Walter Knoll's trade fair presence. Based on it, we create specific soundtracks that match the theme and focus of the respective location, venue and always perfectly represent the brand.

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