Case Study: TradeCafe - Stephen Arnold Music

Sonic Brand

TradeCafe Sonic Brand

As part of the launch of its new cloud-based trading platform, TradeCafe™, international agricultural commodities trader Bassett & Walker Inc. asked Stephen Arnold Music to create sonic branding that was memorable, conveyed security, confidence and integrity, and was pleasing enough to stand up to hundreds of repetitions. It had to appeal to a global clientele of customers being mindful of cultural differences, function effectively in different contexts on the platform, and sound good whether played through high-end speakers or a pair of earbuds. It needed to communicate the essence of the TradeCafe brand, and it had do it in less than three seconds.

Bassett & Walker developed TradeCafe to disrupt the inefficient ways business is transacted in its industry. More than 1000 of its global customers, who include both producers and processors of meat, poultry, dairy, fish and other agricultural commodities, use the TradeCafe platform as a faster, better and cheaper alternative to buy and sell these goods, to the traditional, slower, more expensive way of trading and fulfilling these complex transactions by phone, email and fax. TradeCafe provides registered users with a powerful suite of tools for tracking sales, providing financing and managing logistics, simply and securely through the cloud.

Along with the mnemonic, Stephen Arnold Music created a variety of other sonic brand navigation elements to accompany notifications and serve as navigational aids, all building on the core brand identity.