Smile Insurances
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20 Minuten
Sound Identity for the strongest media brand in Switzerland
Sound Identity
As part of their video-first initiative, a new sound identity was developed. Challenge: "Create a sound that stands out from the ordinary, linear approach to «news», just like our visual appearance: self-confident, authentic and highly dynamic."
Showcase Sound Assets
In addition to the implementation of a new design and new target group-specific news formats, a suitable sound identity was developed. In doing so, great attention was paid to the sonic differentiation between the breaking news and entertainment formats. The basis for this work was laid by the renowned English branding agency Moving Brands.
Ambition
"A sound that stands out from the ordinary, linear approach to news, just like our visual appearance: self-confident, authentic and highly dynamic. Equally suitable for our super explosive as well as for our highly entertaining news pieces".
This was the objective that was on the table after the strategic work of the 20 Minuten project team and Department of Noise. It also became clear that the "video first" sound needs a "slider" to place it - depending on the application - pinpoint in the range between explosive and entertaining. This ambition was already taken into account at the beginning of the creation phase, when developing the "20min Video-First Sound DNA".
Sound
In close collaboration, different sound assets with a high recognition value were developed within a short time. The four versions of openings (Breaking News, News, Softnews and the sonic elements of "20 Minuten NOW!"), as well as a general closing sequence, are now in daily use in the app and on 20minuten.ch.
Services
Audio Strategy
Sound DNA
Production
In the press
Developing a new sound identity in a team is a great challenge.
Feelings, visions and ideas about sound are difficult to put into words. DoN has done an excellent job in translating all of this. The result fits truly spot-on to 20 Minuten.
Beat Krapf – 20 Minuten
Head of Video
I really cannot emphasise enough how pleasant the collaboration with DoN was.
In a project where so many disciplines are linked together and sometimes decisions have to be made quickly, the internal interim evaluation of their work was always our highlight. From the very beginning, DoN listened to us enormously well and understood us. Many thanks again for that!
Marcella Corti – 20 Minuten
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Department of Noise
Connecting people with Sound.