Co-Operators, one of the leading all-Canadian financial services co-operative, introduced a new sonic identity to complement their new visual identity. In a competitive market, their sonic logo embodies collaboration and equality, resonating with their values. This recognizable earprint now amplifies their presence and stands as a core asset.
Co-Operators was going through a massive rebrand, from a new brand platform expression to a new visual identity. In a very competitive market they wanted to add one recognizable sonic identity to gain visibility and potential market shares.
Rooted in the real world of people, the brand wanted to sound like they are, from the beginning: democratic and egalitarian. This is how the “Oh-Oh-Oh-Oh” came to life, the musical expression of a collaborative and co-operative brand.
The Co-Operators sonic identity has been consistently used and adapted to TV commercials and are now one of the strongest of the brand assets.