SYFY
Sonic Identity

Studio: Trollbäck+Company
Role: Chief Creative Officer

I directed the strategy and creation of SYFY’s sonic identity. In the process, we developed the first TV network sonic brand intentionally designed for all communication platforms, from linear to digital to connected home devices.

The project included brand strategy, creation of the audio logo mnemonic, original music, an audio toolbox, music supervision, and a sonic identity style guide.

We created mnemonic variations, branded sounds, and original music that can be experienced across the brand’s VOD and OTT platforms, original programming, films, social video, podcasts, apps, and connected home devices like Amazon Echo and Google Home. After establishing the core sonic identity, we created an audio toolbox with 25 brand sounds plus a kit of 250 sound effects for creating promos, trailers, and digital video content. We also supervised genre-specific playlists, collecting 375 selections from the NBC Universal music library and 120 curated tracks to inspire on-brand music licensing from current and classic artists. A detailed style guide aids usage and cohesion for all elements of the new sonic brand identity.

View the full case study at Trollbäck+Company.