Cielo
A Light on the horizon
Cielo’s Sound Branding strategy, by Zanna’s agency, exposed the need to adapt in light of the pandemic’s impact on communication and brand management, especially at a time of crisis. We were challenged to change our course midway. And that’s how we created two music themes, one before and one after the world stopped. If we were talking about grace, the sky, and achievements at first, then it was suddenly time to join forces, fight and overcome. Thus, the sound logo concept of Cielo’s was born, strong and bold, with a touch of maracatu drums and guitars.
Zanna talks about Cielo
"It had never occurred to me that we could construct a piece of music with such precision and alignment with the brand's attributes. I loved the process. Above all, it's light and enjoyable."
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 musical 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.
SOUND UX
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.
Creation
- Strategy
- brand workshops
- Deliveries
- musical theme, sound logo, brand voice, Sound Branding book, brand manual
- Sound UX
- tracks for movies, podcast, sketch for a TV Globo show, and sound of Cielo’s payment devices
TEAM OF 2ND SCORE
- guitar
- Daniel Lopes
- keyboard
- Guilherme Ge
- bass
- Marfa
- drums
- Junior Moraes
- voice, composition, and musical direction
- Zanna
- executive producer
- Tati Botafogo
TEAM OF 1ST SCORE
- solo guitar
- Rodrigo Suricato
- base guitar
- Daniel Lopes
- keyboard
- Maycon Ananias
- bass
- Alberto Continentino
- drums
- João Viana
- voice, composition and direction
- Zanna
- executive producer
- Tati Botafogo
- Cielo brand management
- Rodrigo Pezzotta
SPECIAL PARTICIPATION
- percussion and strings
- Paulinho do Uakti