A Brazilian private mining, metallurgy, and technology company and a world leader in niobium technologies and products, located in Araxá, State of Minas Gerais, CBMM (Companhia Brasileira de Metalurgia e Mineração), approached us to develop its Sound Branding. In the development of the brand’s sound identity, we ended up with a sound strategy: Musical theme, Sound Branding, Voice of the Brand, and several model applications to bring these elements to life in the day-to-day of the brand.
Zanna talks about CBMM
We like working outside the Rio-São Paulo business area. We received their point of view and understood their needs which already motivated us. We initially started talking with Fernanda, and we hit it off right away, without that connection nothing flourishes after all, our business is Affection/Emotional Marketing. Then we continued planning the next steps of the project. The first step, Deep in Sound, define the attributes of the brand sound. They are:
Niobium transforms the world and is present in our daily lives. However, the company is aware that its task is done by many hands. It also remains faithful to its history and its “ancestry” in the lands of Gerais. With it being deeply rooted in Araxá expanding to the world.
Musical Theme and Sound Logo
We left the first workshop with the working group convinced that the theme would have a pop touch. But what pop would that be? What elements would the music have? So we went to the second workshop with working group where we listened to music, chose the ideal rhythm, the harmonic environment, the emotions we wanted to provoke in our audience, what kind of melody and what ingredients, meaning instruments, would be important to have in the dish we wanted to serve hot and full of flavors.
Based on these attributes, we created and arranged a somewhat progressive POP musical theme with classic elements such as the piano which makes up the main melody, and the Cello, mixed with the steel guitar and the guitars that make melodies and countermelodies. All this in a very affective, emotional, and somewhat 70’s feel. The sound logo is the most striking part of the melody played by the guitar with little distortion and with the drums in the background that convey the solidity of the history of this brand. From Araxá to the world. This expression defines the music and logo we created.
In a thought exercise to personify the brand, we understand that if it were a person, it would be a 40-year-old man, from Minas Gerais of course, who lives in SP, is cultured, and different speaks languages, interested in business and technology. Nothing so out of the ordinary, however, this profile helped us define the style of the brand’s voice.
The musical theme, sub-themes (such as harmonic theme, rhythmic theme, background theme, and melodic theme), the sound logo, and brand voice, are being widely applied in all institutional and product films, for the recognition of its audiences and its community of partners.
- Brand workshops
- Musical theme, Sound logo and Brand voice
- Tracks for movies and spots, event kit
- Sound Technician
- Ricardo Dias
- Drums and Percussionist (Alfaia)
- Junior Moraes
- Jorge Ailton
- Electric Guitar 1 and Guitar
- Daniel Lopes
- Electric Guitar 2
- Maurício Pacheco
- Keyboard and Piano
- Danilo Andrade
- Gretel Paganini
- Composition and Direction
- Executive Producer
- Tati Botafogo
- CBMM Marketing
- Fernanda Cursino e Gabriela Caparroz