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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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.
