Description

Today, the image of businesses in communications is often just a set of standard elements typical for the category.
But Tochka Bank believes that no two businesses are alike. Each business is special and has its own unique story to tell.
On the eve of Entrepreneur’s Day, a service was created that allowed every business to «find its voice» by creating its own musical logo.
Each logo was generated by Ai based on the business’s data, resulting in a distinctive sound for each. The creation of the track was influenced by four parameters, each directly affecting the final result:
— The business name determined the foundation of the composition’s cover.
— Annual revenue influenced the tempo.
— The industry defined the melody.
— The business size dictated the number of musical instruments used.
Whether a signature jingle, a corporate song motif, a ringtone, or hold music for customer service, each participant could decide how to best use their musical logo.
The project's results were truly impressive: in the first 24 hours alone, more than 2,000 unique compositions were created. the project lasted a week and during that time the total number of tracks exceeded 10,000! Over 5,000 businesses shared their musical logos on social media and Telegram channels.

Credits

Creative directors: Andrey Gubaidullin, Anton Rozhin Copywriters: Ilya Starikov, Denis Khaziakhmetov
Digital creative director: Dmitry Maslakov
Designer: Anatoly Pivovarov