Getir Mnemonic

Getir ‘You’ve Got It’ – Audio Branding

The on-demand groceries business Getir identified that they needed a ‘sound for their brand.’  Along with their agency Neverland, they commissioned A-MNEMONIC to come up with a sung mnemonic.   They wanted a sound that would be ownable to Getir, something that people could sing, whistle, hum or mimic.

Getir is part of the UK’s fast-growing rapid delivery market, in which they aim to bring goods to customers in as little as 10 minutes.

Getir, founded in Turkey in 2015, operates in more than 50 cities in its home market, and has expanded over the past year into eight other countries, including the UK and US.

The company – whose name means “bring” in Turkish – offers customers a selection of about 2,000 grocery items, ordered online and delivered to their door within minutes at any time of day.

A-MNEMONIC went through various stages of brainstorming and creative workshops, working with various different composers, musicians and singers.  The final result was a sung mnemonic using their strapline ‘You’ve Got It Getir’.

Client

Getir

Agency

Neverland

Composer

Craig Brown

Category

Advertising, Audio Branding, Jingle

The Guardian Podcasts – Audio Branding

Sonic Logos

Case Study

Despite being the leading commercial podcast publisher in the UK, The Guardian has only recently turned its attention to the task of branding their podcast offerings.

The marketing team at The Guardian sought help from A-MNEMONIC to create a suite of audio assets they could use across their podcasts – reflecting The Guardian’s core values and the concept of ‘diverse voices in conversation’. 

Besides creating a sonic identity for the suite of podcasts, A-MNEMONIC also had to search and cast five male and female voices that could veritably represent the sound of contemporary Britain.

The experimentation led the A-MNEMONIC team down different paths over the course of two intense weeks where a favourite idea emerged – The ‘Guardian Bounce’ – composed by A-MNEMONIC’s Adam Shaw. 

As one of the most trusted and respected outlets in the world, The Guardian’s audio branding had to clearly encompass the brand’s identity. What A-MNEMONIC did was create an original sonic umbrella, housing disparate podcasts under its cover, that artfully communicates The Guardian’s ethos in just a few impactful seconds.

“The idents have been brilliant on our editorial podcasts and we’ve already seen research to show that they’ve shifted the dial on attribution as intended” Robbie George – Senior Marketing Manager @ Guardian News & Media

Client

The Guardian

Composer

Adam Shaw

Category

Advertising, Audio Branding

PagoFX-audio-branding

Pago FX – Audio Branding

A-MNEMONIC were brought in to develop the Sonic Branding for Santander’s new international transfer service PagoFX.  The sonic branding is used across all the PagoFX content – TV, Radio, Online, Events and Applications across the brand touchpoints.

A-MNEMONIC were briefed to create the PagoFX music theme, adaptable enough to be featured across seven different films. A music score was produced for each film to help portray the stories of each character. It also features a unique and recognisable PagoFX Sonic Logo that conveys the ‘ease of transfer.’

Client

Santander

Agency

Gravity London

Composer

Toby Jarvis

Category

Advertising, Audio Branding

TalkTalk Sonic Branding

TalkTalk – Audio Branding

Case Study

Sonic Logo

A-MNEMONIC were invited by TalkTalk to create a Unique musical Sonic Identity for their Brand.

With the launch of their “For Everyone” campaign, TalkTalk found they needed a ‘unique sound identity’ for the brand, that highlighted great speed, a simple offering, easy to deal with – underpinned by the value of fairness.
With successes on the Sonic Branding for travel brand ABTA and TV show Love Island, A-MNEMONIC were the ideal choice to deliver a music package.

The TalkTalk brand was established in 2003 – with a history of using a vast back catalogue of music in their marketing – from “Something in the Air” by Thunderclap Newman, “Neon Rainbow” by The Box Tips, and their well-known sponsorship with The X Factor, the brand has always engaged with their audience through music.

After research into the brand’s history and brand proposition, A-MNEMONIC presented to TalkTalk their vision for the brand’s audio identity –
with the core idea of keying of the syllabic rhythms of ‘Fairer Broadband for Everyone’.

A-MNEMONIC headed into the studio briefing their team of composers to produce several full-length brand tracks, culminating in a related sonic logo. From the several routes on the table, two ideas emerged as potential favourites and placed into audio research/ testing held by Global.

Following testing, the clear winner was chosen for it’s unique, distinctive and memorable qualities – the sound of TalkTalk was born.

TalkTalk plan to use their new audio mnemonic across all media: TV, Radio, Video On Demand and across all the brand’s touchpoints.

Client

TalkTalk

Agency

The & Partnership

Composer

Adam Shaw

Category

Advertising, Audio Branding

love-island-work

‘Love Island’ Sonic Identity – ITV2

Opening Titles Music
Sonic Logo
End titles music

A-MNEMONIC were brought in by ITV to produce a music package for the reality show Love Island, including the theme tune, bumpers, promos and stings, through to the end credits.

The ask was for some music that had the essence of Ibiza’s dance scene, and the result was an edgy yet catchy set of music, produced by Andrei Basirov and Toby Jarvis at A-MNEMONIC.

The Production Team of Love Island won a BAFTA TV award for “Reality and constructed factual” in 2018.

Further to this, the Love Island Theme Tune has been remixed by iLL BLU and featured on the Ministry of Sound Pool Party 2018 album.  The album spent three weeks at Number 1 in the Official UK Dance Albums Chart.

Client

ITV

Production

Love Island

Composer

Andrei Basirov & Toby Jarvis

Category

TV Shows

bubu skincare music

bubu skincare – Sonic Identity

A-MNEMONIC were chosen as music partners, by Bubu, for the launch of their new skincare range.

Aimed at young women between 18-30, they had identified the need to connect with this audience using music as an emotional tool.

The social media launch would utilise various ‘pop’ style promos to communicate the brand emotions.

With our music branding work for TalkTalk, and TV show Love Island, A-MNEMONIC were tasked by Marriane Morrison, Founder of bubu, to help find the best solution.

It needed to have a recognisable sound, so people would know it was bubu, and similar recognisability and recall as the Love Island theme.  It had to be uncompromising, different and have an edge.  Bright, uplifting, confident, and credible. Pop.

Several vocalists were auditioned, in the end we were knocked out by soul singer Nina Carr who recorded the final vocals in Toronto.  Production took place in Toronto and finished in London at A-MNEMONIC’s studio in Lexington St.

The campaign is being rolled out digitally – currently launching with Pretty Little Thing before hitting other stores.  Some of the featured products include #feelingdirty – a pollution busting sheet mask, #stripitoff – an exfoliating sheet mask, #soakmewet – a hydrating sheet mask, and #youplucker – a lip pumping mask.

Follow bubu on social @believeinbubu

Client

bubu skincare

Composer

Andrei Basirov

Category

Advertising, Audio Branding, Songwriting

bbc-6-music-our-work

‘BBC Radio 6 Music’ Audio Branding

Toby Jarvis was commisioned to compose and produce a selection of idents for BBC Radio 6 Music.

With a selection of voices and live instruments, Toby created a lively and energetic sound for the popular radio station.

BBC Radio 6 Music is a digital radio station run by the BBC, specialising primarily in alternative music. The station broadcasts some of the most cutting edge music of today, including iconic and groundbreaking music of the past 40 years and unlimited access to the BBC’s wonderful music archive.

Client

BBC

Agency

BBC

Composer

Toby Jarvis

Category

Radio, Mnemonics & Identity

abta-our-work

‘ABTA’ Audio Branding

Case Study
Sonic Logo

The team at A-MNEMONIC were commissioned by Global Radio to create a unique audio identity for the travel brand ABTA.

ABTA have been a trusted travel brand for more than 65 years, offering advice and guidance to the travelling public, as well as leading the travel industry in supporting high service standards, working with their Members on health and safety, and promoting responsible tourism at home and abroad.

ABTA’s objectives are to offer support, protection and expertise of those looking to travel.  Along with the help of Global Radio, the travel brand went on the search for a music company who could capture their company values and unique personality using music.

A-MNEMONIC, who has a history of creating memorable music for advertising and television, was brought in with the task of realising ABTA’s vision and personality using sound.  

A-MNEMONIC began by analyzing the brand’s history, and understanding the company’s core values.  A sound that would say With you every step of the way, Travel with confidence, and Guiding trust.

With this in mind, A-MNEMONIC went into the studio to experiemt with various different sounds and ideas. 

The result was a theme that speaks to any audience, a theme that captures the unique soul of ABTA –  one core tune with a suite of different arrangements for each market. 

Client

ABTA

Agency

Global Radio

Composer

Stuart Hancock

Category

Advertising, Radio, Mnemonics & Identity

bbc-creative-work

‘BBC Creative’ Audio Branding

BBC Creative- the in-house creative agency for the BBC – asked A-MNEMONIC to create them a sonic logo using different sounds from famous BBC television shows.

Client

BBC

Agency

BBC Creative

Arranger

Ben Keen

Category

Mnemonics & Identity

BBC Radio 4 Extra ident composed by Toby Jarvis and Stuart Hancock

BBC Radio 4 Extra – Audio Branding

Toby Jarvis helped create a suite of audio idents, jingles and sounds for BBC Radio 4 Extra.

BBC Radio Four Extra provides public access to the archive of classic Radio Four show Desert Island Discs, allowing listeners to download more than 500 editions that have been recorded since 1942.  It is the principal broadcaster of the BBC’s spoken-word archive, and as a result the majority of its programming originates from that archive. It also broadcasts extended and companion programmes to those broadcast on sister station BBC Radio 4, and provides a “catch-up” service for certain Radio 4 programmes.

Client

BBC

Production

BBC Radio 4 Extra mnemonics

Composers

Toby Jarvis & Stuart Hancock

Category

Radio, Mnemonics & Identity