PBA Reporter
Union Bank of Nigeria has launched a brand-new sonic identity tagged ‘The Sound of Union. The 105-year-old Bank is leveraging the universality of music to engage with its new and existing audiences through this unique sound identity.
The Bank tapped prolific and award-winning music producer Tee-Y Mix, to create a timeless sound and interpret it across multiple genres for today’s and tomorrow’s generations.
During the official unveiling of the ‘The Sound of Union’ during held on Twitter Space, Ogochukwu Ekezie-Ekaidem, Chief Brand and Marketing Officer, Union Bank, explained why the Bank is unveiling the sound identity at this time.
She said: “Over the past couple of years, Union Bank has gone through significant evolution, and as a team, we are constantly thinking of ways to connect with our audiences – new and existing. At 105 years, we are entering into a new era of identity and the Sound of Union represents a milestone for us.
“We have produced a distinct tone and instrumental melody spanning five music genres drawing on our local culture to connect with audiences across different geographical zones. We believe we are the first Nigerian bank to create an identity using sound, and not just a one-off jingle or payoff. This launch underscores our commitment to providing the simplest and smartest solutions while offering the best experience for our customers.”
To launch the sound identity, Union Bank has partnered with Boomplay to release an EP that will include the five genres of the melody which will make the EP available exclusively to Boomplay subscribers for a period before it is available on other platforms.
Marketing Manager at Boomplay, James Afuwape, who commented about the audio distribution partnership between Union Bank and Boomplay, during the Twitter Space, said: “Boomplay is the largest and fastest-growing streaming platform in Africa, and we are passionate about building and sustaining the music culture and consumption in Africa.
“We do this by leveraging partnerships and collaborations and this one with Union Bank was one we couldn’t pass up on. The Sound of Union is a unique project, and we are honoured to use our platform to help amplify the sound.”
