Mumbrella reveals new sonic identity via Resonance

Mumbrella has today revealed its new sonic identity created by Resonance. The new identity will be used across a range of Mumbrella platforms including the Mumbrellacast, conferences and video content.

The work debuted today on the Mumbrella360: Shorts series, a collection of videos which will be published daily during  the next 11 days.

Mumbrella’s new sonic identity has been worked on by Resonance since the start of the year and was meant to debut at Mumbrella360 until Sydney’s lockdown delayed the event and eventually led to its cancellation.

A Resonance workshop with Mumbrella

It includes a variety of easter eggs such as crowd noise from Mumbrella conferences, the sound of an umbrella opening (a nod to the old logo which signified Mumbrella being about everything under the media and marketing umbrella) and other items that the Resonance team will reveal in an upcoming episode of the Mumbrellacast.

“Refreshing our sonic identity has been a long time coming,” said Mumbrella’s head of content, Damian Francis. “While we had a good run with the previous intro to the Mumbrellacast, it wasn’t a complete sonic identity and it had been in use since we brought back the podcast almost four years ago.

“We’ve reported on the importance of sonic identity over the years and Ralph Van Dijk of Resonance has spoken at our events a number of times on the subject as well. When the opportunity arose to address ours, it was a no brainer to get stuck in.”

The end result came from a number of workshops both in-person and virtually.

“Because Mumbrella does so many things, getting down to the essence of what Mumbrella was about was probably the most interesting challenge,” said Resonance creative director and founder Ramesh Sathiah. “What is the personality, what are we trying to say about the brand? Because it has to cover a lot of uses – podcast, conference, different assets with different uses. So it had to cover a bit of ground. We had to find the balance of all the elements and uses for the brand and then define it down to something simple and clear.”

“We are very close to this brand, your brand. We interact with it everyday,” added Van Dijk, Resonance’s other creative director and founder. “We were around before Mumbrella and have seen the evolution of it, but it has also created added pressure because I’m going to be in the room when this is played at a Mumbrella360 and I have to be proud of it and happy to share it. I listen to the Mumbrellacast so I’ll be reminded of it constantly. I’m a fan and an end user as well as someone working on the brand asset. That’s great but it was always in the back of my mind.”

The full Mumbrellacast interview with Sathiah and Van Dijk will be published on Thursday.

Disclaimer: Mumbrella worked with Resonance on a contra basis for this project.


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