Case Study
8x8 Audio Branding
8x8 Audio Branding
Category
UX Sound Design, Audio Logo, Voice Experience, Branded Music
Opportunity
Audio UX® and 8x8 collaborated on an audio branding initiative to create a unique audio identity for their XCaaS product.
The Story
XCaaS (Experience Communications as a Service) is a cloud communications platform by 8x8 that erases the boundaries between Unified Communications as a Service (UCaaS), Contact Center as a Service (CCaaS), and Communications Platform as a Service (CPaaS). We connect all users of the experience through sound with an audio identity designed to bolster the product strategy, complement the visual brand language, and enrich the product journey.
XCaaS Sounds
The sound of 8x8 mirrors the visual identity by using a rhythm of 8th notes at 88 BPM (beats per minute). We took inspiration from the definition of DTMF (Dual Tone Multi-Frequency) by stacking layers of harmony and octaves—written as 8va.
Login (Logo)
Download Success
Incoming Call
Outgoing Call
Audio Branding Components
To dial in the sound of 8x8, we leaned into call and response. Ringing is emulated by modulation, slapback delays pan around the stereo field, guitar harmonics are saturated, and just like in synthesis—voices glide.
Ringing Modulation
Harmonics Distortion
Gliding Voice
Slapback Delay
Sonify Your Story
