Zanna realized that Cielo’s role, amid the uncertainties, was to help the market get through the crisis. To reach a new Sound Branding example with these requirements, we reviewed the brand attributes: Empathic, Transformative, and Empowering. From these ideas, we created a music theme with a pop beat played by the strong drums usually associated with Maracatu. The voices and guitars are easy to sing and have strong energy. The sound logo concept, which was inserted in every company signature and piece of communication and advertising, is the most memorable synthesis of the guitar melody.

Curiosity

If you are intrigued about the first song we created for Cielo and what could have been the Sound Branding of the company if there was no pandemic, click on the video below to listen.

Applications

The Sound Branding strategy made by Zanna Agency was applied throughout all of its communication channels: from advertising films to the sound of Cielo’s retail payment devices, going through podcasts, social media, and short videos broadcasted on Globo TV during the show “Small Companies & Large Business”. The plan is to keep applying this sound trademark with consistency in all opportunities to communicate with the audience.

Brand Manual

A Sound Branding book was created by Zanna Agency to be applied on all advertising channels and branded initiatives. To guarantee that it would be done in a manner that preserves the original content and means of communication, the guidelines were designed with a clear orientation about best practices. In it, we explain the Sound Branding and brand voice guidelines for the insertion of the music theme and sound logo, according to each format of communication: advertising films, spots, shorts, IVR (telecom), Cielo’s payment devices, digital media, and others. In addition, we established guidelines for the brand tone and personality, which must be feminine and respect its attributes.