MUSIC+SOUND AWARDS 2024 WINNER SPOTLIGHT

BEST SONIC BRANDING

best sonic branding

TUBI Rebrand

Entrant / Production Company: Zelig Sound, London

Composition / Sound: Harry Smith, Connor Duin + Matthew James

Audio Director: Matthew James

Producer: Breda Canning

Agency: DixonBaxi

Zelig’s second 2024 Music+Sound Awards win was for their sonic branding for US streaming service, TUBI.  Here they let us in on their creative process…

“Our bright, playful sonic rebrand sets TUBI, the most-watched free TV and movie streaming service in the U.S, apart from rival streamers by using not just characterful sound design but the streamer’s own, distinctive name as the sonic hook. 

The use of contrasting bold sounds and stereo panning (the purple and yellow) articulating the portal concept of the logo animation, emphasising the idea of passing through the radically different “rabbit holes” that TUBI is known for as viewers switch, Alice-in-Wonderland style, from one world of entertainment to the other.

The brief was to craft a unique and unforgettable mnemonic essential for establishing a globally recognisable and trusted entertainment destination. We wanted to differentiate TUBI from its competitors (none of them use their name or voice!), lean into its youthful demographic and its broad unique content offering. We were able to push this creatively, gravitating towards a unique playful vocal approach putting the word TUBI front and centre, with the two percussive-like syllables processed and manipulated connecting the name with the motion and visual identity.”

Visit Zelig Sound’s site HERE