{"id":100243777,"date":"2025-11-28T08:21:16","date_gmt":"2025-11-28T07:21:16","guid":{"rendered":"https:\/\/www.fh-joanneum.at\/?post_type=project&#038;p=100243777"},"modified":"2025-11-28T08:23:26","modified_gmt":"2025-11-28T07:23:26","slug":"development-of-an-audiovisual-branding-strategy","status":"publish","type":"project","link":"https:\/\/www.fh-joanneum.at\/en\/project\/development-of-an-audiovisual-branding-strategy\/","title":{"rendered":"Development of an Audiovisual Branding Strategy"},"content":{"rendered":"<div class=\"wp-block-sidebar-layout-container margin-bottom-normal\">\n    <div\n        class=\"container-lg\"\n        style=\"--bs-gutter-x: 0;\"\n    >\n        <div\n            class=\"row\"\n            style=\"--bs-gutter-x: 0;\"\n        >\n            \n<div class=\"col-12 col-md-3 order-1 order-md-0 sidebar\">\n            \n<div\n    id=\"\"\n    class=\"wp-block-institute-card margin-bottom-normal\"\n>\n    <div class=\"container-lg\">\n                                    <div class=\"row justify-content-around\">\n                    <div class=\"col-8 col-sm-6 col-md-12\">\n                        <a\n        class=\"medien-und-design institute-card\"\n        href=\"https:\/\/www.fh-joanneum.at\/institut\/design-kommunikation\/\"\n        target=\"_self\"\n    >\n                            <div class=\"major-bg-color\">\n            <div class=\"wrapper\">\n                <div class=\"header\">\n                    <span>Institute<\/span>\n                <\/div>\n                <h4>Design &amp; Kommunikation<\/h4>\n            <\/div>\n        <\/div>\n            <span><\/span>\n                    <\/a>\n                    <\/div>\n                <\/div>\n                        <\/div>\n<\/div>\n\n\n<div id=\"\" class=\"wp-block-fact-box margin-bottom-normal\">\n  <div class=\"container-lg\">\n        <div class=\"row justify-content-around\">\n            <div class=\"col-8 col-sm-6 col-md-12\">\n                <div class=\"card border border-light p-3\">\n                    <ul class=\"list-unstyled mb-0\">\n                                              <li\n                          class=\"mb-2\"\n                        >\n                          <div class=\"label mb-1\">\n                            Master&#039;s thesis\n                          <\/div>\n                          <div class=\"value fw-bold\">Development of an Audiovisual Branding Strategy for the Collective \u2018Bass gegen Hass\u2019 <\/div>\n                        <\/li>\n                                              <li\n                          class=\"mb-2\"\n                        >\n                          <div class=\"label mb-1\">\n                            Autor\n                          <\/div>\n                          <div class=\"value fw-bold\">Benedikt Lechner<\/div>\n                        <\/li>\n                                              <li\n                          class=\"mb-2\"\n                        >\n                          <div class=\"label mb-1\">\n                            Supervisor\n                          <\/div>\n                          <div class=\"value fw-bold\">Astrid Drechsler <\/div>\n                        <\/li>\n                                              <li\n                          class=\"\"\n                        >\n                          <div class=\"label mb-1\">\n                            Study track\n                          <\/div>\n                          <div class=\"value fw-bold\">Information Design<\/div>\n                        <\/li>\n                                          <\/ul>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div\n        id=\"\"\n        class=\"wp-block-person-card margin-bottom-normal\"\n    >\n        <div class=\"container-lg\">\n            <div class=\"row justify-content-around\">\n                <div class=\"col-8 col-sm-6 col-md-12\">\n                    <a href=\"https:\/\/www.fh-joanneum.at\/en\/university\/person\/astrid-drechsler\"\n    class=\"person-card\">\n    <div class=\"border border-light h-100\">\n\n        <div class=\"image-wrapper\">\n            <picture>\n        <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/online.fh-joanneum.at\/JOANNEUMonline\/visitenkarte.showImage?pPersonenGruppe=3&amp;pPersonenId=57AB319E638A108B\"\n        alt=\"\"\n        title=\"\"\n                 onerror=\"this.src = 'https:\/\/www.fh-joanneum.at\/app\/themes\/fh\/public\/images\/avatar_dummy.e5edf9.png'\"     >\n<\/picture>\n\n        <\/div>\n        <div class=\"p-2 p-xl-3\">\n                            <p class=\"mb-1 hyphens\">DI<\/p>\n                        <h6>Astrid Drechsler<\/h6>\n                        <p class=\"mb-0 hyphens\">\n              Senior Lecturer (FH)\n            <\/p>\n        <\/div>\n    <\/div>\n<\/a>                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n\n\n<\/div>\n\n\n<div class=\"d-none d-md-flex col-md-1 seperator-column\"><\/div>\n<div class=\"col-12 col-md-8 order-0 order-md-1\">\n    \n<div\n    id=\"\"\n    class=\"wp-block-intro-text margin-bottom-normal\"\n>\n    <div class=\"container-lg\">\n        <div class=\"row\">\n            <div class=\"col\">\n                <div class=\"major-text-color fst-italic\"><p>In his bachelor\u2019s thesis, Benedikt Lechner developed an audiovisual branding strategy for \u201cBass gegen Hass\u201d and explored the role of sound in brand building.<\/p>\n<\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div id=\"\" class=\"wp-block-text-content margin-bottom-normal\">\n    <div class=\"container-lg\">\n        <div class=\"row\">\n            <div class=\"col\">\n                <p>This bachelor&rsquo;s thesis examines the fundamental principles of brand identity, positioning, and branding, with a particular focus on the role of sound branding in modern brand management. In the theoretical part, brands were defined as identification and differentiation features, and their strategic positioning is analysed to create emotional connections with the target group.<\/p>\n<p>Another focus was on sound generation with the help of synthesisers, which serve as central tools for designing creative sounds. These synthesisers enable precise sound design through functions such as modulation, filtering, and envelope control and can therefore form the basis for the development of sound logos. In the practical part, theoretical knowledge was applied to develop an acoustic brand identity.<\/p>\n\n            <\/div>\n        <\/div>\n            <\/div>\n<\/div>\n\n\n<div\n    id=\"\"\n    class=\"wp-block-image-slider margin-bottom-normal\"\n>\n    <div class=\"container-lg\">\n        <div class=\"row\">\n            <div class=\"col-12\">\n                <div class=\"swiper-outer-wrapper\">\n                    <div class=\"image-header\">\n                        <div class=\"swiper-navigation\">\n                            <div class=\"swiper-button-prev-custom\">\n                                <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M8 13L2 7L8 1\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                            <\/div>\n                            <div class=\"swiper-button-next-custom\">\n                                <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M1 1L7 7L1 13\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                            <\/div>\n                        <\/div>\n                    <\/div>\n                    <div class=\"swiper image-slider-swiper\">\n                        <div class=\"swiper-wrapper\">\n                                                                                                <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7-576x384.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7-768x512.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7-768x512.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7-1024x683.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7-1024x683.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1500px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1500px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_7.jpg\"\n        alt=\"\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                                    <p class=\"text-muted mt-2\">\u00a9 Benedikt Lechner<\/p>\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8-576x454.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8-768x606.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8-768x606.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8-1024x808.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8-1024x808.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1500px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1500px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_8.jpg\"\n        alt=\"\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                                    <p class=\"text-muted mt-2\">\u00a9 Benedikt Lechner<\/p>\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10-576x576.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10-768x768.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10-768x768.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10-1024x1024.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10-1024x1024.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1434px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1434px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_10.jpg\"\n        alt=\"\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                                    <p class=\"text-muted mt-2\">\u00a9 Benedikt Lechner<\/p>\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3-576x432.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3-768x576.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3-768x576.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3-1024x768.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3-1024x768.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1500px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1500px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_3.jpg\"\n        alt=\"\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                                    <p class=\"text-muted mt-2\">\u00a9 Benedikt Lechner<\/p>\n                                                                            <\/div>\n                                                                    <div class=\"swiper-slide item\">\n                                        <picture>\n                        <source\n                media=\"(max-width: 576px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4-576x432.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4-768x576.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 768px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4-768x576.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4-1024x768.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1024px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4-1024x768.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1500px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4.jpg 2x\"\n            \/>\n                    <source\n                media=\"(max-width: 1500px)\"\n                srcset=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4.jpg, https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4.jpg 2x\"\n            \/>\n                <img decoding=\"async\"\n        class=\"img-fluid\"\n        src=\"https:\/\/cdn3.fh-joanneum.at\/media\/2025\/11\/FH-JOANNEUM_IND21_BENEDIKT_LECHNER_WEB_4.jpg\"\n        alt=\"\"\n        title=\"\"\n         loading=\"lazy\"             >\n<\/picture>\n\n                                                                                    <p class=\"text-muted mt-2\">\u00a9 Benedikt Lechner<\/p>\n                                                                            <\/div>\n                                                                                    <\/div>\n                    <\/div>\n\n                    <div class=\"swiper-navigation-pagination\">\n                        <div class=\"swiper-button-prev-custom\">\n                            <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M8 13L2 7L8 1\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                        <\/div>\n                        <div class=\"swiper-pagination\"><\/div>\n                        <div class=\"swiper-button-next-custom\">\n                            <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"14\" viewBox=\"0 0 9 14\" fill=\"none\">\n  <path d=\"M1 1L7 7L1 13\" stroke=\"\" stroke-width=\"1.5\" stroke-linecap=\"round\"\/>\n<\/svg>                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<\/div>\n\n\n        <\/div>\n    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