The sound of magic, is how we can describe the Sound Branding we composed for a brand that invisibly improves the experience of its users. You simply approach and the door opens, without delay, like magic. This lightness is reflected in the musical theme of Sem Parar, a sophisticated jazz-pop that’s easy to hum at the same time, and from where we extracted the sound logo, which has the feel of an end of a movie, with a clean little guitar and the keyboard completing the enchantment. Want to know more? Drag down!
ZANNA TALKS ABOUT Sem Parar
The idea was to give the drivers and other passengers an atmosphere of tranquility of going through tolls, shopping malls and gas stations without bureaucracy, with the convenience of making quick and hassle-free payments.
We developed four concepts related to the brand to find its best sound expression: fluidity, as the doors open at the perfect time for Sem Parar users; lightness of a frictionless relationship; familiarity of someone who recognizes you anywhere; and the simplicity of installing and using automatic payment.
Music theme and sound logo
From this combination, a simple and elegant sound was born. The musical theme is an instrumental with light rhythm, harmony and an easy melody to hum. The ambiance is acoustic, the bass adopts a giocoso (playful) behavior, bringing a certain ingenuity to the music. The trumpet sounds refined; guitars, steel guitar and keyboards are distortion free. The percussion is precise, with vocals accentuating the cozy atmosphere.
Extracted from the melodic theme the sound logo gained a retro pop air with jazzy touches. We like to think that the result was kind of Burt Bacharach (which we love) which moves smoothly through a quartet base (drums, bass, guitar and keyboard), with melodies driven by voices, guitar and a trumpet full of charm. Listen to check.
In 2000, Sem Parar inaugurated the electronic vehicle identification system in the country, and thus became the first automatic payment company in tolls, parking lots and refueling points in Brazil . Sound Branding came to celebrate the success of this innovation and give the brand a voice. It has been widely used in its communication and advertising, winning the affection and trust of its audiences.
- Brand Workshops
- Musical theme and sound logo
- Soundtrack and logo for advertising films
- Daniel Lopes
- Guitar and vocals
- Guilherme Ge
- Altair Martins
- Andrea Spada
- Junior Moraes
- Voice, composition and musical direction