One of Germany’s top 5 brand agencies, working with clients including Audi, Lufthansa and Kuka amongst others. The agency’s success is a result of its unique hand-picked team and interdisciplinary approach. With strong growth, there was a desire to scale up their boutique approach, while maintaining the feel and culture of the agency.
As long-term partners of Martin et Karczinski, Novo Sonic was best placed to help the agency create a bespoke sonic identity. Working together, we developed a bold and versatile musical motif that could adapt to the personalities of each member of the agency.
The agency created a brand campaign in trade media aimed at finding individuals who would be the perfect cultural fit as potential employees. The campaign focused on different members of the team and how they embodied the agency’s creative corporate culture.
To add another level of deep feeling to the films, we worked closely with the team to create a bespoke personal sound language for each featured member of the agency. Using the musical motif as the foundation, we adapted its simple yet instantly recognisable melody for each person. The films create a narrative flow that is rooted in the same DNA but also brings out the personalities of the individuals in harmony. They explain what sort of people work at Martin et Karczinski and each film ends on a simple call to action: we are looking for you.
Translating the corporate vision and personality into a musical brand language had a huge impact on how people felt about the company. The campaign attracted numerous potential new employees who bought into the feeling we had created. Creative awards juries around the world also recognised the feeling and decorated the campaign with numerous creative awards.
