Unmute —
Unmute your Brand

With studios in Copenhagen and Berlin, Unmute helps brands to improve their communication and connection with the target audience by using customised sounds. The creatives at Unmute are convinced that sound is an essential part of a holistic brand experience. “Podcasts, voice assistants, TikTok and the metaverse are changing how we interact with brands”, the Unmute team says. “Audio is becoming ever more important, and also, what a brand sounds like. By adding an acoustic dimension to a brand’s identity, we not only give it emotional depth but also amplify recognisability, create stability and build trust.”

Interview with Unmute

Red Dot: What was the basic concept behind the SSC audio branding?
Unmute: The sonic identity for SSC – Saudi Arabia’s only sports channel – needed a contemporary sound that appeals to under-thirties. A unifying audio brand was created to make the four SSC sub-channels more striking and recognisable. It was crucial to authentically convey that this is a global premium sports provider with roots in Saudi Arabia.

The aim was to combine tradition and future …
We incorporated the Arabic heritage in the form of traditional rhythms. The fundamental motif combines timelessness and modern instrumentation, creating a sound sequence that the Saudi-Arabian target audience can identify with. The use of recognisable Arabic elements together with modern electronic music makes the SSC brand seem both authentic and fresh.