For Australia’s largest technological roll out in recent history, the NBN, Rumble was tasked with creating the sonic branding for the national campaign.
While the visual side of the project was well under way, our challenge was to weave in with the animation but also work as a stand alone mnemonic that would be used across radio and online as well. Overall we felt a palette of electronic instruments was the best direction to take and as a team we felt “progress” and “technology” were the key elements to the creation of our sonic branding. This led to a two element mnemonic, one layer being the arpeggiator that gives the feeling of movement, the feeling of progress, which also rolls along perfectly with the visual branding as it appears on screen and twists into the end logo. The second layer being our four note melody that is the sound of technology, while also being a short melody that gives you trust in the NBN and its roll out across the nation.
