M1 Limited

M1, one of the leading telecommunications provider in Singapore, wanted to develop a sonic identity that not only brings to life their brand values, and their Made-to-Measure brand promise across their touchpoints, but also emotionally connects with their audience.

The sun has always been important to the brand–it is part of their visual identity and their brand values (Be Sunshine).

With the brand’s vision and values being pillars, the sonic identity is a sunny melody that features bright, organic sounds of the ukulele and guitar to add warmth and authenticity, soothing vocals to add a human touch-hand feeling of reassurance, and the upbeat percussions add vibrancy and an overall feel-good energy.

M1’s sonic identity can be heard across their Social/Digital content, TVCs, Call Center, Corporate Events, App and more. A special ringtone adaptation was also created for their employees.

To celebrate the brand’s Singaporean roots, M1 developed a culturally-enriched version featuring a harmonious blend of ethnic instruments representing Singapore’s multicultural diversity.