NCB (Sonic Branding)
Client: NCB
Agency: Landor
NCB (NATIONAL COMMERCIAL BANK - Al AHLI)
Client: NCB
Agency: Landor
The Brief
Reiner Erlings teamed up with Landor to work on the sonic branding of NCB; Saudi Arabia’s largest bank by total assets. The brief for the sonic rebrand was to create a sonic identity which reflected the new positioning of the company as a modern, customer-focused, empathetic company, with state-of-the art technology and security, yet a warm, human touch. This was summed up by the phrase “Together Towards Tomorrow”.
The result
An approachable, friendly, relatable, melodic brand track, with energetic and dynamics undertones, which takes the listener on a journey. The music seamlessly integrated traditional Arabic instruments with modern synths and percussion to create a hybrid track, mirroring NCB’s position as a well-established brand, but with a strong focus on innovation and looking towards the future. Reiner created an extensive music library for NCB, which included the brand track and sonic logo, in-branch music, call waiting options, specialized music for their different verticals, live event music, and special occasion music (such as Arabic/Ramadan music).