Samsara’s connected operations platform powers real-world workflows in high-noise, high-stakes environments. The challenge was clear: design a sound system that enhances clarity and safety without distraction across vehicles, job sites, and industrial contexts while creating cohesion and brand presence across their sonic profile.
Defining Opportunity
Through early discovery, we uncovered a key opportunity—To create a sound architecture that prioritizes clarity and accessibility in critical fleet moments while reinforcing Samsara’s modern, dependable brand identity. The result is a system designed to guide, inform, and support users through sound that feels purposeful and unmistakably Samsara.
Sound Design Principles
Working alongside the ux and brand teams, we decided to focus our efforts into communicating four core design principles that guided us to design a holistic sonic system spanning product and marketing touchpoints.
Spanning the Ecosystem
Samsara’s product ecosystem includes a diverse set of devices, each with distinct form factors and functional roles. We approached the work as a systems challenge—creating a cohesive sonic language that adapts across products while embodying Samsara’s brand qualities of clarity, intuition, modernity, and humanity.
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Clear
Crisp, tactile sounds that cut through environmental noise
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Intuitive
Simple melodic cues that are quickly understood in context
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Modern
Future forward palette balancing digital and organic
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Human
Warm, grounded mid range providing support
CMoore Sound quickly internalized our goals and navigated complex technical constraints to deliver a polished sound system that feels like a natural fit for our products. The sounds are delightful, perform flawlessly in challenging environments, and have raised the quality bar across our core experiences.
UX Ecosystem
Impact
The Samsara sound system enhances clarity at critical moments, helping users quickly understand system states and respond with confidence. By reinforcing key alerts and feedback through a purposeful audio layer, the system builds trust in real time—supporting faster, safer decision-making without adding distraction.
Building a Unified UX Sound System Across a Global House of Brands
Deliverables
Sound Strategy, UX Sound Design and Sonic Branding for CNH Industrial
Application
In Product, TV Advertising, Digital, Social
CNH Project Overview
CNH Industrial engaged us to design a scalable UX sound architecture that could span its agricultural portfolio — including Case IH and New Holland — while allowing each brand to retain its own distinct identity. The objective was twofold: Create a shared, functional sonic foundation across platforms, and develop a brand-forward sound identity specifically for Case IH.
The Opportunity
As CNH continues to evolve its connected and autonomous agricultural technologies, sound is becoming an increasingly important layer of human-machine interaction. For us to have success, we needed to enhance function across multiple hardware platforms, design for high noise outdoor environments, scale across brands without losing clarity, and establish a shared ux language while preserving brand distinction. Rather than designing isolated cues, the mandate was to build a flexible system that could evolve with CNH’s product ecosystem.
A Scalable UX Foundation
After our strategic phase and spending time onsite recording the various tractors and sprayers in environment, we developed a scalable, brand-agnostic UX sound framework designed to function seamlessly across both Case IH and New Holland platforms guided by our core design principles of Inviting, Confident, and Clear to enhance usability and reinforce trust at every interaction.
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Engaging Autonomy
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Disengaging Autonomy
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Recording Start
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Recording Stop
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Recording Success
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System Alert
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Toggle On
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CMoore Sound was an essential partner in our team’s quest to deliver a strategic sound architecture for our next generation products. The result is a thoughtful, strategic sound design system that enhances our customers’ experience in the field while giving our brand a more premium and contemporary presence.
Distinct Brand Voice for Case IH
While the UX system remains unified, Case IH required a more assertive and performance-driven brand presence while being in the family of the established UX language. We created a dedicated sonic identity for Case IH rooted in strength, precision, and confidence expressed through:
* A bold startup signature that scales as a sound logo for marketing * Distinctive brand DNA * Purposeful harmonic structure * Confident mid-range weight designed to cut through machinery noise
This allowed Case IH to stand apart while remaining interoperable within the broader CNH ecosystem.
User Testing
User testing validated clarity and usability across the UX spectrum, ensuring drivers could interpret tasks quickly and confidently.
Field testing inside working vehicles optimized frequency balance and dynamic range, guaranteeing reliable audibility in loud, real-world agricultural conditions.
The Impact
The result is a scalable sonic infrastructure that unifies interaction across the house of brands while giving Case IH a differentiated, brand-aligned voice. Sound now operates as a core part of CNH’s design and brand system — not just a feature.
Audio UX for Full Product Line, Audio Brand Strategy, Brand Music
Application
Peloton Bike, Tread, Rower, Gaming, and Guide
Sound Design Project Overview
Over the last several years, we’ve been fortunate to have Peloton as one of our primary clients. Throughout the ongoing partnership, we’ve served as an embedded team member of their UX and Brand Design teams, developing their Peloton sounds, audio brand strategy, and audio UX ecosystem that spans their entire product line (Bike, Tread, Rower, and Guide), as well as their gaming platform (Lanebreak). Our work created a cohesive sound identity that enhanced the user experience and Peloton’s brand.
Peloton’s Sound of Exertion
After our initial discovery phase, we began designing the Startup sound that would be used across all products and also as a sound logo for marketing. The Startup sound became the foundation for exploring how Peloton’s design principles could come to life, while capturing the sound of exertion, an essential part of the workout experience. We also integrated authentic Peloton sounds recorded from the product itself, creating a direct line back to the flagship device that put the brand on the map.
The Startup Peloton Sound was the perfect starting point for setting a foundation in design. This is what users first hear when logging in and will also hear as a Sound Logo in campaigns driving recall and setting the tone for the brand all up.
Design Sound Principles
Working alongside the ux and brand team, we decided to focus our efforts into communicating four core design principles that guided us to design a holistic system spanning product, marketing and gaming while remaining flexible for each intended touchpoint. We initially set our focus on designing for Guide which was Peloton’s newest TV connected device. This set a strong foundation for the audio ux language could then be adapted to other products.
Spanning the Ecosystem
Once we finalized design for Guide, we pivoted to Rower, Tread and Bike. Seeing that the core brand and ux language was established, it became a smooth and easy task of finding areas where we could reuse, or modify, existing design to fit in the right context of different interactions for different devices. This allowed us to maintain a holistic design system that had enough flexibility for its intended device and exercise context.
Peloton Sounds & Alerts
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Purpose Built
Tactile, minimal palette designed to add feel and inform
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Kinetic & Dynamic
Use of motion and musicality for hero and brand moments
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Premium
Design with a clear, weighted feel
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Accessible
Understandable alerts and warnings for low vision users
Various UX
Lanebreak Gaming
As we were wrapping up the audio ux for Peloton, they pulled us into working with them on their new foray into gaming on Bike and Tread. We worked alongside Peloton’s ux team and their extended gaming partner to create the menu music, menu ux and in game sound design for Lanebreak that helped to bring the game to life. The expansion into interactive sound gave us a new frontier to explore Peloton sounds as part of an immersive, gamified fitness journey. Check out an in-depth case study of Lanebreak in the Work section of our site.
Extending the DNA to Gaming
The approach of creating sound for gaming is typically very different from creating brand or ux sound, but we saw this as an opportunity to extend the Peloton brand palette and add a bit more color and dynamics to engage the players of Lanebreak. Menu music was designed to get the player into a more focussed headspace before joining their workout. Audio UX uses the foundational palette as all Peloton ux while adding some texture and reactivity for exciting moments like starting a game. The in game sound design is where we took a departure to really support game play with something rich and ethereal supporting the futuristic, space like environment.
Menu Music & UX
Music & Sound Design
Bringing Peloton Sounds Into Motion
Our work with Peloton continues to evolve as the company expands into new products, platforms, and formats. From startup sounds to workout cues to full gaming soundscapes, every detail is built to support performance, emotion, and brand identity. Contact us to explore how custom sound design can elevate your product experience.
We create bespoke brand music that elevates narratives and amplifies brand voices. We design, compose, and strategize—but above all else, we listen. We listen to understand your brand, to stand out from the echo of competitors, and to resonate with your target audience.
In a world dominated by visuals, the potency of sound and music is often underestimated. In truth, music plays a crucial role in advertising, as it enhances narratives, intensifies emotions, and etches your brand’s signature in the mind of your audience. Having a strategic, tailored approach to music for your brand allows us to be intentional about what genres, instrumentation, and motifs to use in order to tell a brand story. We see music as a key expression point not just for a campaign, but for a larger brand expression and ambition.
Our comprehensive and tailored approach allows us to create thematic consistency throughout your brand’s auditory interactions, be it your core brand moments, commercials, or digital experiences. Our custom music for brands isn’t merely a backing track; it’s your brand’s unique soundtrack and an instrumental ambassador for your core message.
From Sound to Resonance
The right music for ads can change a viewer into a customer—and a customer into a loyal enthusiast. But creating that pivotal music involves an in-depth understanding of your brand, your vision, and your audience. That’s where we come in.
With a team of accomplished designers, composers, creative directors, and strategists, we dive into the depth of your brand, aligning the sound with your brand expression while distinguishing you from your competitors. With our expertise in creating advertising music, we fashion a sonic identity that heightens brand recall and resonance.
In the world of advertising, every note is an opportunity to connect with your audience. We seize those opportunities by providing you with custom brand music that doesn’t just sound good but also feels right for your brand, message, and audience.
Brand music is custom composed sound created to represent a brand’s identity and emotion. It serves as the musical expression of a brand, reinforcing recognition and storytelling across advertising, campaigns, and digital experiences.
How does CMoore Sound create custom music for brands?
