SBS

Resonance was given the challenge of creating the sonic identity for Australia’s beloved multicultural broadcaster, SBS.
The goal was to create a brand sonic signature that communicated their brand essence and their new positioning ‘A World of Difference’.
This signature needed to be adaptable and translate across the entire platform with a very comprehensive list of deliverables.
We had some great inspiration to draw from starting with the historic Mercator device and the new design language but the true emotional scope was inspired by ‘A World of Difference’.

Our goal was to create an evocative soundtrack to support the positioning ‘A World of Difference’ that was worldly, but not world music.
We also had the inspiration of the flowing contour design treatment, which lent itself to cyclic music patterns. Additionally we wanted to highlight the unfolding of the Mercator device.
After a process of discovery and experimentation, we landed on a hybrid/organic approach which we recorded at Trackdown scoring stage with Sydney’s finest musicians.

Oliver Holme, Creative Manager at SBS says, “The SBS brand music composed by the Resonance partners truly reflects our brand essence – ‘A World of Difference’. The final mnemonic and longer form score really hits the mark of ‘worldly yet accessible’ and aligns beautifully with our visual branding. The way the team were able to adapt and translate the music into different flavours and styles, across our 68 different in-language radio broadcasts was very impressive to say the least.”