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

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.

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.