ATMx

Create a sonic brand identity for the launch of Armaguard’s new atm network.
Atmx is positioned as a disruptor to the traditional banks and its large, bold black and white branding helps them stand out in a cluttered world of colours and fonts.

Following a strategy workshop, we defined the sonic essence as “Inspiring possibilities built on solid foundations”. This reflected the spontaneity associated with cash, with the security of the Armaguard brand.
A percussion-only sonic palette was selected to reinforce the black and white heraldic visual identity, with syncopated energetic rhythms and a steady bass beat combining to create the optimistic energy.
A whispered “X” was included to aid brand recall and leave the customer with a sense of anticipation.

The brand launched its network across Australia with a series of lifestyle-inspired outdoor ads and social assets, all accompanied by the new sonic identity.

In the future, the sonic brand identity will be extended to include UI sounds for the fleet of atms across Australia.
“Everyone at Armaguard Group is proud of this new brand campaign that brings Atmx to life for all of Australia.” – Eva Donaldson, Head of Group Marketing & Communications at Armaguard Group