101 Great Minds on Music

How to make Sound Branding readable.

A striking book. And an easy-to-use template.

Audio branding is a field of marketing and advertising that is often neglected by brands and agencies alike. They fail to recognise that beyond a mere audio logo, a brand’s sonic identity comprises a multitude of sounds that can be heard at a variety of audio touch points. Successful brands have strategic audio guidelines in place that ensure a maximum of sonic consistency on all channels. In his book „101 Great Minds,“ audio branding expert Uli Reese picks the brains of the advertising industry’s leading creative minds on the topic. As an unprecedented „who is who“, Peter Schmidt Group developed a worthy visual representation for the project by giving it a striking look.

The book cover symbolises the connection of ear and brain; the generous layout inside the book offers ample space for the interviews. A central design element is the colour gradient emerging from the book gutter: Exquisitly mixed shades of neon add vibrating dynamics to the analogue medium.

We created the design as a template in which the editors could paste the content independently. It combines outstanding design with maximum flexibility and works similar to a content management system in web design.

Awarded with:

iF Design Award 2016

Uli Reese

Uli Reese is one of the world’s foremost experts in Audio Branding: He started his career as a composer in Hollywood, working on projects such as "Star Trek: The Next Generation" and Disney’s “Goof Troop", before returning to Germany to combine his passion for music with the world of branding. Since 2009, he has worked as an audio brand consultant for major clients such as Nike, Reebok, Coca-Cola, Dunlop, BMW, Mercedes and Sony.

"Without exception the book features all founders or creative officers of the world's leading agencies.
This has never happened before."

Uli Reese,
President, iV2 GmbH