ResMed is a pioneering global leader in cloud-connected CPAP machines, equipment and digital health technologies used to treat sleep apnea.
Having recently undergone a vibrant rebrand with a new platform, mission, and visual logo, ResMed was on a journey to establish a more consumer-friendly and memorable brand for their 174 million customers worldwide. Seeing sonic branding as a key element of this, they came to Elias for a new mnemonic.
To express the ResMed promise of helping us "rise to our highest potential," our work aimed to provide an aural feeling of ascension. With subtle use of sound design and an upward melodic trajectory, we were able to deliver a mnemonic that gives the listener a clear sense of “rising.”
To arrive at a mnemonic that felt tech-leaning without coming off as too "corporate," we blended synthetic with organic instrumentation, emphasizing a strong, yet unexpected resolve at the end to evoke a feeling of satisfaction. We kept a focus on making sure to keep the mnemonic simple, yet impactful, just like the ResMed device itself.