Papara, not a bank!
Papara, not just a sound!
Papara, a pioneering digital wallet and financial platform, teamed up with Sonic Minds to create a holistic and comprehensive audio identity. Complete with audio logo, UI sounds, and brandtracks that embodies Papara’s commitment to innovation, simplicity, security, and inclusivity, reinforcing their brand identity and growth worldwide.
Amplifying Papara
In a world where money has become intangible, sound is one of the most powerful ways to connect with users. Paparas collaboration with Sonic Minds has not only lead to a unique audio identity, but also enhanced the user experience, making every financial interaction more intuitive and engaging.
At the heart of Papara lies innovation. A bold leap into the future of digital finance. With a sharp and confident approach, Papara is redefining money, transforming crumbling paper bills and clinking coins into a seamless digital experience. This essence is captured in their sonic identity: an audio logo that embodies the sound of transition into a new era.
The Approach
We started by diving deeply into Papara’s vision of financial empowerment for everyone, regardless of location or financial background. Through workshops and collaborative meetings, we gathered insights that shaped an adaptive audio identity, seamlessly covering their diverse touchpoints, from personal accounts to corporate solutions. From the audio logo to UI sounds, every element serves a unified purpose: enhancing real-time user interactions, whether making payments, checking balances, or navigating their financial journey.
The best people for the task:
Project Lead & Audio Branding Consultants – Frederik Max, Anders Kirkegaard, Anton Sherar, Harry Beech & Alexander Vienberg
Composition & Sound design – John Cleworth & Søren Elsborg
To truly capture Papara’s essence through music and sound, we first needed to understand them as a company. This meant diving into the core attributes of their brand and crafting a detailed user journey in sound for each customer segment, ensuring the platform and branding feel equally intuitive for every user.
Papara is an innovative, modern brand with a dynamic audience that’s deeply attuned to contemporary trends. It was essential for their audio identity to convey a bold, high-energy vibe that resonates with urban youth culture, evoking a fierce, free spirit in listeners. In the financial sector, creating marketing material with energy and creativity is key to leaving a lasting impression. Through sound, Papara proves its connection to current trends, offering a fresh perspective on what finance can look and feel like. Their distinctive branding captures a unique spirit, setting them apart in the industry.
Expanding Papara’s DNA
To create a holistic audio identity, every element must connect seamlessly. The visuals and sound should work together to craft a cohesive experience. Naturally, the brand track evolved from the essence of Papara’s sonic identity: its audio logo.
Listen to the full brand track and see if you can identify the creative integration.
Cash Beats
Incorporating the distinct sounds and nuances of the logo, like the initial crumpling of paper and the coin toss just before the voice felt almost inevitable. These unconventional sounds became part of the percussion, adding rhythm in a unique way.
Resampling
The logo’s harmonic elements, two guitars and a bass, these are carried through into the full track. As the track progresses, these original recordings are resampled and modified to complement its evolving sound.
In the following examples you can hear how the two guitars are reinvented to create a new musical meaning and expression.
- Example 1. The heavy guitar changes progression and tempo to create a natural transition into the next part of the track.
- Example 2. Above the deep bass and heavy guitar, a bright, plucky guitar melody introduces a captivating counterpoint, balancing the low frequencies. This melody appears first on its own, then re-emerges in a resampled form, adapted seamlessly into the track.
Old To New
This approach to music where you resample and alter existing material is strongly connected to hip/ hop and urban music culture where you would sample the original breakbeats from disco tunes and use them to create new tracks for rappers. This approach also reflects Papara figuratively, with them being the brand that alters and innovates in the realm of finance.
Join the party
A core element of hip-hop and urban music culture is the sense of community that surrounds it.
To capture this, we infused the music with background sounds of people partying and enjoying themselves, creating an atmosphere of excitement and connection.
Listen first with the sound design, then without, to feel the emotional impact of this communal energy.
By piecing together each component, from the iconic electric guitar riffs to the unconventional percussive elements, we and Papara not only created a sound that is bold and distinctive but a sound identity that also bridges historical roots with modern innovation.
The rebellious energy of rock music mixed with hip-hop’s dynamic beats encapsulates the essence of Papara’s brand: audacious, progressive, and deeply connected to the vibrancy of contemporary culture.
We invite you to listen to the full track and let the innovative spirit of Papara resonate with you.
Bringing The Beat To Every Tap
Papara’s user interface sounds were crafted with the same attention to energy and innovation, ensuring every interaction feels as unique as the brand itself and communicates exactly what the user needs to know. Each click, swipe, and notification sound is designed to mirror Papara’s identity dynamic, memorable. From the tangible coin at “Money Arrive” to the rhythmic and catchy sound at “Cashback”, every auditory element in Papara’s UI brings a hint of that rebellious energy, blending seamlessly with the app’s sleek visuals to create an immersive, cohesive experience that keeps users engaged.
Listen “Money Arrive” and “Cashback” to get a senses of the holistic auditory landscape
Enhanced UX
Papara’s UI sounds enhance every interaction, delivering clear communication while staying true to the brand’s bold identity. Each sound is crafted to create a seamless flow, blending energy with intuitive cues. This design not only engages users but also reinforces Papara’s modern and innovative approach.
Listen to the “Send” sound and notice how it references the financial industry and stays connected with brands overall audio identity
The Result
In strategic meetings, we gained a clear understanding of the values Papara wanted to convey to its customers. By leveraging our expertise in music, we incorporated a variety of contemporary musical techniques to engage this audience in subtle yet impactful ways.
- HipHop inspired Guitar resampling
- Resampling unusual percussive elements related to Paparas brand.
- Incorporating crowd ambience to create an exciting atmosphere
Papara has taken a major step in modernizing its marketing by crafting a cohesive sound experience across all touchpoints. Their audio logo now serves as the brand’s sonic DNA, echoed in the app sounds and branded tracks, creating a unified expression of Papara’s commitment to innovation, simplicity, security, and inclusivity. Together, these elements reinforce Papara’s identity and elevate the customer experience at every interaction.
Words From Client:
“[…] We had a very productive working relationship with Sonic Minds for over 3 months. […] it was a very valuable experience to understand what kind of feeling the sounds would create in consumers and how the sounds we listened to would serve our brand.
At the end of all these processes, we arrived at our brand music, UI sounds, and sound signature […].
Although it is a challenging task to create something from scratch in every field, Sonic Minds managed all the processes very smoothly, exactly as we wanted, showing patience and effort throughout. As a result of this process, we now have an audio identity that we, as a brand, are very pleased with.
From our first meeting until today, they have supported us with all our questions and needs.”
Selim Küçükkutlu, Creative Manager, Papara
