Amp.Amsterdam creates musical design Indonesian super app Gojek

Sonic Branding agency Amp.Amsterdam has provided the complete Sonic Branding for Gojek. The Indonesian company is one of the most successful companies in Asia and a so-called decacorn: a startup worth more than 10 billion dollars. With Gojek, users can order various services through the app to make life easier. For example, users can hail a ride, have meals delivered, order groceries or even arrange an appointment with a hairdresser. 

Amp.Amsterdam has devised and created all music, sounds and musical branding within the popular app and drew up the sonic guidelines based on Gojek's brand values. The brand song, the sound logo and the in-app sound design were all based on these parameters. The Sonic Branding coincides with the launch of the Gojek rebranding and the new SOLV logo. The Gojek app has been downloaded 155 million times, and is the on-demand app with the highest active users in Indonesia.

The Indonesian company reached out to Diederik van Middelkoop, Executive Creative Director of Amp.Amsterdam. Gojek asked Amp.Amsterdam to provide the Sonic Branding, formulate the sonic guidelines and in-app sound design of Gojek.  

"It’s a fantastic assignment to produce the musical identity for the largest super app in South East Asia," says Van Middelkoop. “We started by studying the brand: what is Gojek's brand persona, what are their brand values, what is their DNA? Only then did we decide to shape the sound of Gojek. The challenge was to keep it playful and airy, without sounding either too "tech" or too childish. Furthermore, we were asked to weave Gojek’s Indonesian heritage and culture into the Sonic Branding, as this is a pivotal part of the brand’s DNA. We managed to achieve this by using traditional Indonesian instrumentation, such as the gamelan, throughout the sound logo and brand score. Gojek removes the bumps in daily life, as is reflected in the visual logo SOLV. You can hear the human, joyful and problem solving character of the brand reflected in the sounds of the app.”

About Gojek
Gojek Group is Southeast Asia’s leading on-demand multi-service platform technology group, providing access to a wide range of services from transportation and payments to food delivery, logistics and other on-demand services. The Gojek app was launched in January 2015 to provide motorbike delivery and ride-sharing services, and has rapidly expanded to meet the diverse needs of Southeast Asian consumers. Today, it is an integrated technology group that operates a number of platforms and businesses that are embedded in many aspects of the average Southeast Asian’s daily life. 

The Group was founded on the principle of using technology to improve the lives of people, by providing them access to products and services, helping to create more value for society, improving efficiency and productivity, and boosting financial inclusion.  

VJ Anand, Gojek Group Senior Vice President & Executive Creative Director says: “It was an amazing collaboration Gojek is one of the most progressive brands in South East Asia and the rebranding comes at a crucial moment in the history of the company. Music and sound are important aspects for our brand. Amp.Amsterdam has thoroughly catered to our needs in the Sonic Branding of Gojek, providing our brand with recognizable sounds at all touch points, including a coherent set of in-app sounds. The result is a excellent reflection of our new brand values. We are very proud of the new sound of Gojek! ”

"It’s a fantastic assignment to produce the musical identity for the largest super app in South East Asia," says Van Middelkoop. “We started by studying the brand: what is Gojek's brand persona, what are their brand values, what is their DNA? Only then did we decide to shape the sound of Gojek. The challenge was to keep it playful and airy, without sounding either too "tech" or too childish. Furthermore, we were asked to weave Gojek’s Indonesian heritage and culture into the Sonic Branding, as this is a pivotal part of the brand’s DNA. We managed to achieve this by using traditional Indonesian instrumentation, such as the gamelan, throughout the sound logo and brand score. Gojek removes the bumps in daily life, as is reflected in the visual logo SOLV. You can hear the human, joyful and problem solving character of the brand reflected in the sounds of the app.”

About Gojek 
Gojek Group is Southeast Asia’s leading on-demand multi-service platform technology group, providing access to a wide range of services from transportation and payments to food delivery, logistics and other on-demand services. The Gojek app was launched in January 2015 to provide motorbike delivery and ride-sharing services, and has rapidly expanded to meet the diverse needs of Southeast Asian consumers. Today, it is an integrated technology group that operates a number of platforms and businesses that are embedded in many aspects of the average Southeast Asian’s daily life. 

The Group was founded on the principle of using technology to improve the lives of people, by providing them access to products and services, helping to create more value for society, improving efficiency and productivity, and boosting financial inclusion.