The challenge
A streaming app that had grown from a regional player into a global one was still using its launch-era jingle. It tested poorly outside its home market and clashed with a new visual identity. The brief: one mnemonic that works on mobile splash, smart speakers, in-car handoffs and a pre-roll slot, without sounding like a startup chime.
Our approach
Discovery covers listener interviews across markets, a competitive audit of streaming and social apps, and a workshop that maps the brand's pillars to musical attributes. From there we compose a set of mnemonic candidates, narrow them, and run a blind recall test with real users. The winning motif is then voiced for every product surface, each tuned to the device's loudness curve and latency budget.
Process
What we delivered
What this delivers
One mnemonic across every client and market, a functional cue library that shares its harmonic language, and a guideline set partner agencies can work from without breaking the brand.