Needle

Audio Branding

Audio Logo
UI/UX Sounds

We've partnered with Needle, an AI marketing assistant company based in Singapore, to develop a unique sonic identity that aligns with their innovative approach to e-commerce. Our audio branding enhances the user experience, reinforcing Needle's brand values across all customer interactions.

When we first sat down with Needle's CEO Kiyan, little did we expect to end up talking about hip hop and neo-soul for 3 hours. Though different in aesthetic and appearance, there was something "hip hop" that found its way into the core of Needle, and this is where we began exploring their sound.

After taking a look into other ai-related software and their audio logos, it was clear that Needle shouldn't sound like every other tech company. A few keywords rang through the in our initial discussion; empowerment, confidence, and uplifting.

Needle could be viewed as a friend who helps you achieve your dreams, creating a warm and inspiring image, and the team wasn't too shy to make a statement similar to how they made a statement with the introduction of this company.

Through an initial listening stage with multiple versions based on different concepts, and a revision round to perfect the best suited sounds, we finally created a sonic logo that stands out from the rest; both confident and empowering with its use of hip hop drums and bold instrumentation while having an inspiring rise in the chord progression.

The concept even features a metaphoric quadruple entendre, that will be kept as a secret easter egg for avid fans of 90s and early 2000s hip hop!