Amazon Firephone Audio Branding / Audio UX
A few years ago Amazon tapped Connor Moore to creative direct the sound experience for their release of the Amazon Firephone. The goal was to create something that was memorable and linked to the Amazon DNA, but also something that really complemented this particular experience aesthetically as well as contextually.
We studied the Amazon brand from the bottom up and also researched other key players in the competitive space in order to build a distinct sound suite that Amazon is not only able to use for the Fire Phone, but for other products in their product line. We wanted the sound suite for the Fire Phone to be highly tailored, but also very simple, understandable and context appropriate.
One of the main features of this device is the use of 3D, or Dynamic Perspective as Amazon calls it. This feature pushed us toward one of our main design tenets which was creating an audio experience that utilizes dynamics and depth. This use of dynamics and depth in composition and timbre not only plays off of the visual experience, but it also provided an opportunity to reinvent alarms and ringtones as we know them from many other brands. Overall we shipped 25 ringtones, 15 alarms and 20 unique notifications and UI to go with product.