The Making of "Powerful Backing"

American Express partnered with sonic branding agency Man Made Music to develop a global audio identity designed to complement its iconic visual brand. Colormatics was brought in to document the process, capturing how the sonic brand was created and why it matters for modern brand experience across every customer touchpoint.

Challenge

American Express needed internal and external buy-in for a new sonic identity that would work across a massive ecosystem—advertising, payment experiences, lounges, events, and global activations. The challenge wasn’t just creative development, but making the value of “sound as a brand asset” clear to decision-makers across the organization so it could be adopted company-wide.

Solution

Colormatics produced a behind-the-scenes documentary-style video featuring interviews with key stakeholders, including American Express leadership and Man Made Music’s founder. The piece explained the strategy behind sonic branding and showcased how the audio identity was developed. The storytelling focused on education and alignment, helping translate a complex creative concept into something accessible and compelling for internal stakeholders.

Results

The film successfully helped drive internal alignment and adoption of the sonic identity across American Express. By clearly communicating the value of the audio system, the content supported broader rollout efforts and reinforced the importance of sound as part of the brand experience.