Resonance Sonic Branding: Shaping the Sound of Canva, Commbank, and Jetstar

Since launching in 2020, Resonance Sonic Branding has established itself as the region’s authority on sonic branding. In the past six months alone, Resonance has created sonic identities for Canva, Commbank and Jetstar with a raft of projects currently in development.

Says Ralph van Dijk, creative director, Resonance: “There’s no question brands are now convinced of the value of sonic branding. And our strategic approach helps move the CMO conversations on from ‘why should we have it’ to ‘when can we have it’”.

With a user base of fifty-five million active users, Canva is an incredible Australian success story, and the Resonance team was thrilled to win the global pitch to establish their sonic brand.

Says Ramesh Sathiah, creative director, Resonance: “It’s such an exciting platform, and we’ve been fortunate to work closely with the founders and collaborate with Canva’s in-house creative team.

The new brand anthem and voice captures their personality and mission to ‘empower the world to design’”.

Says Zach Kitschke, CMO, Canva: “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 happier with the result.”

Commbank’s brand refresh in 2020, led by brand agency Re and M&C Saatchi, included a new visual identity and creative platform “Can Lives Here”. Resonance created a unique sonic identity, as well as casting the new brand voice over.

Says Mandie van der Merwe, executive creative director, M&C Saatchi: “Changing the sonic identity for one of the biggest banks in Australia is about as daunting a journey as one can undertake in this business. But the Resonance team made it smooth and methodical. More than that, they captured the essence of our new brand positioning and the sense of optimism inherent therein.”

Jetstar also approached Resonance to create a suite of sonic branding assets to accompany their launch back into the market after the COVID shutdown. The airline had previously used a licenced track for their brand assets but was looking for a long term ‘ownable’ brand anthem which would then be adapted across their many touchpoints. The brand music was then adapted to create a more gentle and relaxing long-form piece that would be used for boarding and disembarkation and a stand-alone audio logo.

Click here to view Resonance’s work.