Workshopping Mumbrella’s new sonic identity
Mumbrella is finally sorting out its sonic identity in collaboration with Resonance. Was the fact it took multiple workshops down to the varied current sonic identity of the brand or something else? Mumbrella’s head of content Damian Francis spoke with Ramesh Sathiah, creative director and founder of Resonance to find out.
Damian Francis (DF): Thanks for taking the time to chat with me, Ramesh. Let’s talk about Mumbrella’s sonic identity as it stands. Mumbrella’s past use of sound was… eclectic. In approaching the challenge what were the most important items to address in your mind?
Ramesh Sathiah (RS): Mumbrella was using sound inconsistently. From the Mumbrellacast through to events, awards and content series different music was used to varying degrees of success. So creating a consistent sound was the first step. This way, audiences would always know who was talking to them.
Music plays different roles when used in different contexts. So we wanted Mumbrella’s sonic brand to be able to not only provide Mumbrella’s online content with the seal of approval, but also help Mumbrella build a relationship with its audience by conveying the reasons we trust and rely on Mumbrella for our industry news.
