A-MNEMONIC was approached by advertising agency Brave Spark to develop a sonic logo for the renowned organisation Which?, as part of their brand repositioning efforts.

The core of the campaign revolved around the compelling message: “Get Answers.” The aim was to inspire individuals to seek the answers they needed for all of life’s questions. In line with this brand refresh, Brave Spark engaged A-MNEMONIC to create a sonic logo that could be seamlessly integrated across various platforms. The sonic logo was intended to convey a moment of realisation, akin to a lightbulb moment, evoking a sense of optimism and instantly recognizable as Which?.

Result

After an extensive period of development and workshops, A-MNEMONIC successfully crafted a sound that embodied a moment of clarity—a resounding “AHA” that reflects the overwhelming relief customers experience upon finding the answers to pressing life questions. This sonic logo effectively represents the immense relief associated with finding the answer using Which?

The Launch

With a comprehensive range of over 130 campaign deliverables spanning ATL and digital placements, the new Which? sonic logo serves as a distinctive audio signature at the end of all their original content, including podcasts, video materials, and advertisements featuring audio elements.