Canva is a creative design platform which has the mission to ‘empower the world to design’. With a user base of fifty-five million active users, Canva is an incredible success story and the Resonance team was thrilled to win the global pitch to establish their sonic brand including a brand anthem, audio logo, brand voice over, and in-product UX sounds.

Through a collaborative process with the founders and creative team, Canva’s sonic essence was defined as ‘Human, Inspiring and Empowering’, and this essence needed to be freely expressed through the music, sound and voice. Using sonic mood-boarding and workshops, styles/genre were narrowed down and ultimately landed on a modern version of gospel, which features human voices as the foundation for the brand anthem and audio logo. This ‘Canva Choir’ is the key branding asset that will be weaved consistently throughout all of Canva’s communication.

The brand anthem launched externally as the soundtrack to their North American TV and Radio campaign and internally during their season opening event to much fanfare.

“We were really keen to bring to life the humanity of our users, and put together something uplifting, inspiring and natural that could work across many countries and a range of formats. Resonance helped guide us through the process of creating our sonic brand and we couldn’t be more happy with the result” – Zach Kitschke, Canva CMO