Crown Lift Trucks Audio Branding
Crown has been a leader of innovation and design for the lift truck industry since it’s inception in 1945. We started working with Crown back in 2015 and have since been developing and evolving their soundscape for every touchpoint within the brand - This includes everything from brand anthem and DNA to their sonic id and audio ux for all of their product line as well as their audio guidelines.
After extensive research of the competitive landscape and tangential markets, we learned that we wanted to focus most heavily on 3 components of the brand DNA. Crown is a private, family owned company since its inception so heritage is something that defines them as a brand. We supported this by using strings and piano for a more organic, human leaning sound that is familiar and is rooted in history. Innovation was the second brand pillar we wanted to support and did this by creating custom synths that are heavily effected making them sound more future facing. Lastly we wanted to embrace the marketplace that they serve which tends to be more blue collar and value the idea of toughness, grit and hard work. To support this, we utilized heavy drums, distorted basses and deeper tones that tend to ground the sonic id, brand anthem and audio DNA.
See below for the layers we used to support these elements followed by the brand anthem, sonic id and audio ux assets. When listening you’ll hear these various layers that exist in all of the assets and serve as the connective tissue that drives Crown’s Audio DNA: