SONIC LOGO / AUDIO BRANDING
CASE STUDIES
PROJECT: Veezu (Radio, Digital)
Intro
For Veezu, the UK’s fastest-growing taxi and private hire technology platform, we were tasked with creating a memorable sonic logo that would unify their media output. Veezu’s only request was that the name of the brand be sung in a way that would stick with their audience. With only two syllables to work with, we embraced the challenge to create something both distinctive and impactful.
Challenge
The challenge was to craft a sonic logo that would be instantly recognisable and memorable, while also capturing the essence of Veezu’s brand. Veezu serves a wide and diverse community, with over 16,000 active driver-partners, and the sound needed to reflect the inclusivity and wide reach of their service.
Approach
To represent the community Veezu serves, we chose a choir arrangement for the sonic logo, with multiple voices singing the brand name. This approach symbolises the unity and diversity of the people using Veezu’s services, from passengers to drivers, creating a sense of inclusivity and warmth. The choir’s harmony and vibrant energy give the sonic logo a sense of community while making it memorable and easy to recall.
Solution
The final sonic logo features a choir performance, with a blend of voices that create an inviting and energetic feel, perfectly capturing the essence of Veezu’s brand. The logo has a distinct, memorable quality that ties together the brand’s media presence, leaving a lasting impression with every mention of the name. The approach not only represents the company’s core values but also resonates with their broad audience.
PROJECT: 7days Performance (TVC, Radio, Digital)
Intro
For 7days Performance, one of the largest UK competition sites offering prizes like cars, cash, and luxury items, we were approached by the video production company working on their latest TV commercial. The goal was to create a distinctive sonic identity that would embody the brand’s values of transparency, fairness, and excitement, while also being memorable and easily recognisable across various platforms like TV, social media, and potentially radio.
Challenge
The challenge was to create a sonic logo that would instantly connect with their audience, mainly car enthusiasts aged 30-50, but also appealing to a wider demographic of individuals aged 18+. The sonic needed to convey trust, excitement, and the idea of winning big, all within a 2-3 second soundbite that would play alongside the brand’s logo at the end of the ad. It needed to be adaptable for both short and longer commercial formats while remaining distinctive enough to stand out from competitors.
Approach
After reviewing the client’s brief, which emphasised the desire for a memorable, fun, and energetic sound, we came up with three different sonic logo options:
Option A: An organic, acoustic approach with a strong male vocal melody singing “7Days.”
Option B: An upbeat, dance-like tune that ended with a clear female vocal singing “7Days.”
Option C: A flexible sonic logo with a bold, audio stamp of “7Days,” adaptable to different music beds and commercial formats.
The client ultimately chose Option C, which offered flexibility and a bold, easily recognisable stamp that could be seamlessly integrated into both the 30-second TV commercial and shorter ad versions, along with potential future applications like radio and audio ads.
Solution
The final sonic logo was designed to be an adaptable and memorable sound that would tie together 7days Performance’s media output. With a bold, clear “7Days” audio stamp, it was created to be instantly recognisable, helping to reinforce the brand’s identity every time it was heard. This sonic logo could be paired with various music beds for different formats, ensuring consistency across all advertising platforms while maintaining flexibility for future use. The result was a memorable, dynamic sound that perfectly captured the excitement and trustworthiness of the 7days Performance brand.
PROJECT: Casino Hawks (Radio, Digital)
Intro
For Casino Hawks, an online casino review website, we were tasked with creating a fun, glitzy music bed with a sung top and tail. The goal was to develop an audio identity that could be used across their various media platforms, capturing the excitement and energy of the casino world while ensuring it was both memorable and versatile.
Challenge
The challenge was to combine fun and glitz with a recognisable and engaging sound, while also integrating a hawk sound, which was an essential part of the brand’s identity. The client wanted a catchy, upbeat track that could stand alone across different media, from website videos to social media posts, and also work alongside their audio branding.
Approach
We embraced the client's request for a funky, casino-inspired music bed, using energetic rhythms and vibrant instrumentation to create a glitzy, exciting atmosphere. To fulfill the client's unique request, we incorporated a hawk sound at both the start and end of the music, ensuring it was seamlessly integrated into the track. The top and tail vocals were designed to be catchy and memorable, rounding off the track with a touch of fun that aligned perfectly with the Casino Hawks brand.
Solution
The final result was an upbeat, funky music bed that not only captured the excitement of the casino world but also stood out with its unique hawk sound. The sung top and tail made the track instantly recognisable, and the overall energy of the music ensured it could be used across various media without losing its impact. The client was thrilled with the final delivery, which has become an integral part of their branding and helping elevate their online presence.
PROJECT: Bauer - My Local Market (Radio)
Intro
For Bauer’s My Local Market, a virtual marketplace designed to help small business owners connect with consumers, we were tasked with creating a jingle to support the brand's efforts. The brief was straightforward: produce an upbeat and catchy audio identity that would resonate with the audience and help elevate the campaign.
Challenge
The challenge was to create a jingle that was simple yet impactful. It needed to be upbeat and memorable, reinforcing the spirit of local businesses coming together and reaching new customers. The jingle had to convey a sense of optimism and community, while also being flexible enough to fit various platforms and media.
Approach
We focused on crafting a lively, catchy tune that was both energetic and easy to remember. The composition was designed to reflect the positive and supportive nature of the My Local Market initiative, with a rhythmic melody and engaging instrumentation that would instantly capture the listener’s attention. The jingle was kept simple, ensuring it could be easily integrated into radio ads and social media content.
Solution
The final jingle is a cheerful, upbeat track that perfectly encapsulates the goal of My Local Market, connecting local businesses with consumers in a fun and accessible way. Its catchy melody ensures it sticks in the listener's mind, making it the ideal audio identity for the campaign. The jingle is now an integral part of Bauer’s virtual marketplace, helping to spread the word and connect local businesses with a broader audience.
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