ABOUT

Sonic branding is essential for any business, but for RNIB, a charity representing those with sight loss, it becomes a necessity. Our team elevated the brand's accessibility, whilst also collaborating with blind and partially sighted individuals. Focused on authentic representation, our goal was to ensure the music resonated from within the community, crafting a unique sonic identity. This includes a distinctive brand track, sonic logo, and a wide set of assets for RNIB Connect Radio, breaking free from generic "Charity music" to empower and genuinely represent the partially sighted community.

Brief and solution:
Building on RNIB's rebrand, which introduced the phrase "See differently", the sonic identity is the latest way the brand has updated its image to break barriers for those with sight loss and challenge perceptions. Our solution involved collaborating with BPSP, from recording the RNIB letters for clarity, to participating in the recording for authenticity. The empathetic four-note melody of the logo mirrors RNIB's values, whilst the brand track portrays a journey of empowerment and reflection, challenging stereotypes of BPSP and the charity world. The radio sounds flex across varied moods.

Results:
RNIB rebranded in 2018 but until now this was mainly a visual brand. Considering this is a charity for those with sight loss, creating a sonic brand has been an essential next step in terms of ensuring complete accessibility for the blind and partially sighted community. Since launch, the suite of assets have been embraced and played across their social channels, events, their radio station Connect Radio and their helpline hold music. This not only has directly impacted the success of their business in terms of brand recall, capturing their brand values and most importantly accessibility, but with hope, will have a larger social impact for other brands realising the need to ensure accessibility for all.