The main idea was to have aesthetically the right amount of messages between contemporary art with its peculiar music and the symbol of smart music. The equivalent for a color would be bright black. The feel could be calm and intriguing at the same time.
The aestheticizing side if the sound is balanced by very high pitch and thin sounds. Also some field recordings are being used giving it the aspects of lived affects. This is high quality branded content, even if the brand name is not mentioned anywhere: