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GRU Airport as a sound identity created by Zanna.
“First we did a brand study, in which we discovered GRU’s four main attributes: innovative, dynamic, multicultural and close”. Based on this, we built the musical archetypes and a new song that lasts three minutes, which is the background for all the airport’s messages,” she says.
GRU’s management invited the agency to do the project after its successful experience with the Rio de Janeiro Subway, where it also developed a sound identity.
She says that the goal in 2013 is to double this growth. “What we are sensing is that the market has awakened to this need. Sound branding is here to stay – brands need sensory communication and sound is a fundamental element to do this. I would say that after image, sound is the most important sense,” she adds.