Hotjar

Aiming to create a compelling sound logo and brand elements, we embarked on a sonic branding exploration for Hotjar. They create heatmaps, which are a type of overview that show the high spots and low points of your website based on how users scroll through it. Hotjar was in need of a new sound design for their videos explaining all functionalities. Through lots of conversations with the client, insights from brand questionnaires and brainstorms with the brand guardians we gained a deep understanding of Hotjar's identity and went to work. The challenge was to capture the essence of the internet insight tool and infuse a human touch into a tech-driven environment.

As a bridge between the digital and human worlds, we crafted sound design by recording a physical computer mouse clicking. Conceptually linking the traffic orbs on the heatmap to people gathering and interacting, we recorded several mouse clicks with reverb, creating a sea of clicks for a breathing sound effect. Additionally, for the emotive lines, we recorded mouse movements on a variety of surfaces and added chimes for a magical flavor. The centerpiece sound logo incorporates drums, percussion, and bass guitar, resonating with Hotjar's brand values (human-centered, playful, yet professional, among others). There is flexibility in the rhythmic bass pattern because there is no indication of the major or minor key. The sound logo also integrates the mouse whoosh of the emotive lines when it appears, enhancing the connection with other sonic elements.

Client: instagram/hotjar Sonic branding: instagram/thndr.studio Composer: Max Gramser Composer: Han Kerkhof Bass player: Sjoerd de Roij