PRESENTATION

CREATIVE
SEP 2023

BRIEF
SONIC ART
 01
Sonic Art
Founder Story, Product, The Big Picture

02 03
Brand Target Audience
Golden Circle, Limbic Map Customer Profiles, Ideal Client, Limbic Map

04 05
Agenda Briefing
Tonalities, Inspiration, Challenges
Contact Us
INTRODUCTION

SONIC ART
Sculptural
sound bodies
Artworks that are able to playback sounds or music without using speakers.
Made possible through a special organic liquid glass mixture. An
innovative, patented technology that is ready to shake up – not only the art
world – but the whole tech & culture sector!
Read again: The music or sounds are emitted from the coating. In speaker-like-
quality. Without the need for speakers!
FOUNDER

Carl Maria Ingwar Lechleitner also known as

"Cale", is the heart and brain of "Sonic Art". With
the discovery of a unique organic liquid glass
mixture, he found a revolutionary way of how we
play back, listen and even experience music.

Cale views himself as a simple boy from the

country who happens to have big ideas. The
irrepressible spectacle of Mother Nature is the
model and basis for his technical developments

Meet Cale
and sculptural sound bodies.

He takes additional inspiration from evolution, old

Craftsman. Inventor. masters and lost, alternative technologies. His
curiosity for almost unlimited possibilities drives
Artist. Maverick. him to develop his art further and further.
FOUNDER STORY

Early Life 1993 Founding of Cale 3D Prime

Cale was born at 1,200 meters above sea level in Montafon. A His quest for novelty and fascination for art as well as
small village in Tyrol, Austria. He comes from a long-line of floor sophisticated designs lead him to the invention of an organic
layers and trained as a restaurateur in his youth. liquid glass material.

His work gets noticed early on in his career, as his equally skilled This patented material is able to preserver designs of any kind. It
in modern as well as forgotten floor-laying techniques, which is similar to resin, but more suitable for modern demands –
only the old masters could pull off. longer lasting and reparable!

By pure word of mouth, his skills start to be in demand by the This combination of design and technology is also the USP of
highest classes. He spends years installing exclusive wood Cale 3D Prime. For more information visit
parquets for the rich, beautiful and powerful in over 50 countries. https://www.cale3d.com/
FOUNDER STORY

The birth of the world’s

best kept secret
Through a stroke of luck, Cale discovers that his organic
glass mixture is able to emit sounds. This fascinates him
and leads double down on his research.

Cale draws inspiration from nature, borrowing concepts

and forms that have existed over thousands of years.
Through sheer observation and by asking unusual – but
the right questions – he finally has his Eureka moment!

After 1628 hours, Cale creates his firsst sculptural

sound body. An organic liquid glass mixture that can
The Monolith, a man-sized sculpture and top-tier play back sounds in speaker-like-quality – despite the
amongst all sound bodies. absence of any actual speakers!
PRODUCT

The technology
What we can share Watch Sonic Art in action:
Patented technology. TV portrait

The sound image is reproduced without loudspeakers. Please note that this clip is in German. Also, the
The sound volume lies in a frequency range of 17 - technology will not be experienced as well as in
20,000 Hertz, which corresponds to a perception of person. You will need to use your imagination.
infrasound to high frequency.

Organic liquid glass and specially developed materials

with a structure or composition of up to 9 layers and a
total thickness of up to 6mm make the sound bodies
audible and perceptible.

The energy supply is carried out completely

autonomously (no power supply necessary) if required.
PRODUCT CATEGORIES

Limited Edition Canvas Prints Artist collaborations Custom artworks

Your favorite artwork printed on a canvas Art collaborations with mostly established Commissioned works, hand-made by the
in the size of your choice. There will be but also upcoming artists. Usually from the artist Cale himself. Can be anything from
limited editions available but also a fine arts. Product range will expand over paintings, sculptures or even a pair of
costumizable editions. time. Originals pants as pictured above.

Prize: around 20k Prize: from 40k Price: on request

The Big Picture

For creatives
This is to illustrate, that Sonic Art aims to tackle more industries than just the art world. The technology has
plenty of use-cases and has the potential to shake up the whole music and culture market as we know it.

Think in terms of the iPhone and its impact on the current mobile phone standard and how we interact with
technology in general.
THE BRAND
GOLDEN CIRCLE

What
Creation of sculptural sound bodies. Artwork that can
play back music without using speakers. See product
categories for further references.

How
Through a patented, special organic liquid glass
mixture. Inspired by nature. Invented by Cale.

Why
The biggest international innovation since the invention
of loudspeakers.
LIMBIC MAP BRAND

As you can see, the brand itself is positioned very close

to the stimulant type. Covering values such as creativity,
art, individualism, curiousness, fun and extravagance.

Note: Please ignore the greenish circles.

Target
Audience
TARGET AUDIENCE

B2C B2B
(Art) Collectors / Investors Artists of any kind International exhibitions / trade shows
Art Enthusiasts (Art) Investors Art Galleries
Techies Tech Companies Blue chip galleries
Cultural Influencers established Start-Ups Art Venues
Artists Internet businesses
Musicians Fortune 500 companies
Athletes Entrepreneurs / Influencers
Actors High-end restaurants
Fine-dining
Experience Gastronomy
Trendy Bars / restaurants
Entertainment Events
Festivals, concerts, music, TV shows
4D art events, eg. Klimt experience
Overall cultural relevant experiences
 A-list
TNEILC LAEDI EHT

celebrities

Lewis Hamilton Robert Downey Jr.

LIMBIC MAP BRAND

As you can see, the Target Audience is located on the

Dominance side. The challenge will be to direct the
clients to the actual brand values (see red arrow).

Note: Please ignore the greenish circles.

BRIEFING
BRIEFING

Create a brand that is:

BOLD MINIMALISTIC TIMELESS
Create a mood that is:
LUXURIOUS ORGANIC ELEGANT
Create a voice that is:
INSPIRED BY NATURE
REVOLUTIONARY
 Best Practice
INSPIRATION

What we are aspiring to create. Also, in terms of

visual presentation:

https://www.behance.net/gallery/165566931/Fursan-
Real-Estate-Developer
 What we mean by organic shape in
INSPIRATION

terms of logo mark.

CHALLENGES
Dualism and contrasting opposites are
an ongoing theme at Sonic Art. It’s key to
find the right balance.
Nature vs Tech
The technology is without a question
revolutionary. Since we can’t go into
detail due to legal reasons, it is best to
focus on the experience itself, the
inspiration from mother nature and
evolution.
Art vs Business
Sonic Art is the first brand of the
company that will see the light of the
world. The products serve the art world
but the technology will have a big
impact on culture and is set to become
a new standard.
Branding the invisible
Keep in mind that you are creating a
brand that is hard to explain and also
hard to grasp if not given information
before. Thats why we like to bring up
the old-but-gold “Intel Inside” case
study. Please read here.
 Get in touch
CONTACT

Please don't hesitate to reach

out if you have any questions.

While the deliverables may seem

straight-forward, the Sonic Art
project can be full of surprises.

Especially if you haven’t

experienced the sensation in
person yet.
SONIC ART PRESENTATION

THANK YOU