Stability. Trustworthiness. Restraint. These are the qualities typically associated with banks and financial products. The industry’s soundscape follows a similarly strict pattern: harmonious, subtle, interchangeable. But as part of its 2017 rebranding, Vontobel deliberately broke away from these conventions. A transformation that became not only visible—but also audible.

In close collaboration with MetaDesign, we developed a sound branding approach that deliberately breaks away from traditional conventions. Instead of relying on a leitmotif or a catchy melody, Vontobel embraces contrast: opposing sonic worlds collide and merge into a distinctive, tension-filled sound—taking inspiration from the brand’s redesign at the time, where overlapping color blocks and graphic textures visually expressed a sense of progress and forward momentum. The three redefined brand values, Ownership, Foresight and Tenacity, were also translated into acoustic elements. These are flexibly integrated into the overall sound, creating a layered, soundscape-like atmosphere with depth and character, without being intrusive. Since 2019, this sound branding has been used consistently across touchpoints. It reinforces Vontobel’s new brand presence: a conscious shift away from traditional restraint toward a bold, future-oriented brand identity with a lifestyle-driven character.

A sound full of contrast—for a brand that confidently positions itself as a counterpoint in the world of finance.

To enable flexible use of the brand sound, the web-based »Mood Mixer« was custom-developed for Vontobel. With the »Mood Mixer«, a wide variety of brand track variations can be mixed easily and intuitively. The result is a broad spectrum of musical moods that cover a wide range of video formats and communication channels. No professional music production skills are required—making the tool effortless to use.