Macquarie Group

Macquarie Group has developed a comprehensive brand communication platform that expresses the brand purpose based on four clear principles of Unseen Opportunity, Real-World Impact,Enriching Lives and Expert Advantage.
Resonance was tasked with creating a flexible sonic identity to create consistency and impart the brand story in varied ways.

Each variation would be built from the same core foundation connected to the brand tone of voice. The Resonance team isolated the three attributes to support musically : Curious, having a sense of wonder, Connected, having an interlocking musical structure, and Grounded, having a sense of weight and resolve.

The sonic branding system is used across all group communications and has created consistency whilst re-inforcing the brand principles.