With 600 agency branches, 100,000 employees and more than 80 million customers, Germany’s Federal Employment Agency, the BA, is the largest institution of its kind in Europe. It’s the German institution when it comes to jobs, and nearly every citizen will have contact with them during his career. And this is just where the problem lies. Many people associate the BA with unpleasantness and consider it faceless, unwelcoming and slow. But this judgment is unfair – the BA has long since become a modern institution, steadily adding new products and services, encouraging its clients and offering individual help on a daily basis. But how do you share such a new brand image with more than 80 million customers?

The BA knows what work means to people. They know that it gives them structure and a routine. As a sound, they established this structure musically using the rhythms of daily tasks. These became the foundation of the sound design. They also know that for many people work also means freedom – a chance at professional self-determination. This comes to life in a number of sound sequences and melodic progressions that unfold over the dense rhythms. Finally, the BA acknowledges that our working lives are also full of change. The high-energy musical composition of the sound logo reflects these possibilities and symbolizes the BA’s support throughout these changes. The end of the piece strives ever onward, just like the BA’s ultimate guiding principle: to “move people forward.”

These three elements come together in one optimistic and instantly recognizable audio identity that can be adapted for all brand touchpoints like