2019 Transform Awards North America: Best use of audio brand
Here are the stories of the winners from the 2019 Transform Awards North America. To read more, click the link at the bottom of the page
Gold: Syniti (formerly BackOffice Associates) and Studio Everywhere
In the digitally transformed world, data-empowered companies are reinventing industries. It was time for the BackOffice Associates brand to evolve too. Central to the new brand identity is the ’Syniti Data Flock’: mesmerising flock of bird-like data points that constantly shift and adapt in a natural and unexpected way – as a visual metaphor for data’s power to generate valuable business insights.
Studio Everywhere wanted to express the Syniti Data Flock using sound as well as visuals, so it partnered with legendary British sound designer and ambient electronic musician Tom Middleton to bring the brand to life in the audio realm. The brief was to create a ‘friendly ethereal thrum’ – the sound of data, made with machines.
“A tremendous, welcome departure from the previous identity,” commented one of the judges. “The flock of starlings beautifully captures the fluidity of data flow and brings the new identity to life.”
Silver: Oosa and Prophet
Prophet collaborated on the sound for the OOSA hype video with the players from the United States Women’s National Team themselves. It chose the name OOSA for the brand because the team has been chanting, “Oosa, oosa, oosaaaa!” as a rallying cry before they take the pitch for more than 20 years.