EE

The brief 

To create a distinctive sonic identity as part of EE’s rebrand—one that would serve as a cornerstone of the brand’s personality. Deliverables included a sonic logo, brand tracks, UI sounds, and motion behaviours.

The challenge 

EE sought a bold and memorable sound that would resonate with both existing and new audiences. Our focus was on giving the sonic identity a human touch, reinforcing that while EE is rooted in technology, its primary focus is on serving people.

The result 

We set out to create a sound that was uplifting, simple, and confident—one that conveyed forward momentum while incorporating human elements to soften and humanise it. The result was a sonic palette featuring “smart dots”: gentle sound design that seamlessly transitions into more assertive tones when paired with specific motion behaviours, striking a balance between approachability and authority.

The final sonic identity featured dynamic and versatile sounds, ensuring consistency across various touchpoints and applications. Bold yet warm, the sound design reinforced EE’s human-centred positioning within the technology landscape, leaving a lasting impression.