Infecar
Client
Infecar
Agency
Una Hora Menos
Services
Sonic Branding
Music Composition
Sound Design
Year
2023
We have created the sonic identity for Infecar’s new branding and the music for their launch campaign.
The Project
Infecar is the fair ground of Gran Canaria. After 30 years using the same corporate identity, 2023 marks the start of a new chapter for the institution.
We were approached by the branding agency Una Hora Menos to take care of the audio branding and music needs for the project. In collaboration with music composer and producer from Opal, Saint Lowe, we have worked hand in hand to take care of all the sonic requirements ensuring a coherence in sound, style, mood, and atmosphere.
Project Overview
Creating a sonic identity aligned with Infecar’s new corporate identity and values.
Composing music for the launch campaign and branding presentation.
Producing the sitting and leaving music for the launch event.
Our Work
Sonic Branding
As with the wind, the tides, the economy, and people, everything starts with a movement, with an impulse.
Under the claim ‘We impulse what unites us’, Infecar’s new identity positions the brand as a space that propels experiences and a valuable player in the Gran Canaria business and cultural ecosystem.
With this in mind, the goal was to create a sonic identity that was recognizable, contemporary, and inspiring, in line with the other elements that make up their new corporate identity.
Source: Una Hora Menos
Just like the new sleek and modular visual identity of Infecar, a flexible sonic system has been created based on the use of emotional melodies and expansive atmospheres, combined with energetic rhythms that provide weight and dynamism when necessary. These elements have enabled us to create a sophisticated and modern sound universe, while maintaining the elegance and timelessness necessary to represent an institution like Infecar.
All these concepts have been included in some of the first audio branding needs from the client: the Infecar Melody and the Audio Logo.
Infecar Melody
The Infecar Melody is meant to be the theme tune for the brand, to be played in the different spaces and venues, telephone on-hold music, and other applications. We used gated vocals as the key element to start the song, providing a catchy and recognizable element that set the tone and mood. The drum breaks helps build the interest and energy levels, to resolve in a consistent four to the floor beat with a spacious and uplifting atmosphere.
Audio Logo
The audio logo is inspired by the Infecar Melody and the music created for the TV commercial. This is a declaration of intent and a commitment to the values of the brand, with two descending minor notes that resolve in an expansive, inspiring, and optimistic major chord. This provides two very different feelings in just 8 seconds, creating a quick emotional connection to start with the minor notes, and then an uplifting and memorable resolution in major key.
Commercial Music
For the launch of Infecar’s rebranding, Una Hora Menos conceived an advertisement spot to communicate and promote the new direction the institution is taking for the future. We took the Infecar Melody and created a version that was more direct and intense that complemented the energy and dynamism of the video edit.
Agency & Creative Direction: @somosunahoramenos
Art Direction: @nvarietti
Film Production: @wearelacreme
Director: @aaronjmelian
DOP: @juanmimarquez
Music Direction: @lowkeymovesco
Music Production: @opal_sounds @saint.lowe
Choreographer: @reinaldo.ribeiro
Dancers: @serperezaguiar @jesanper @mariasabate @rociiiogarciiia @barbbrehcist @angelesalfonso24 @pesoproducciones
Production Director: @daylacreme
Production: Alejandro López & @silcsuarez
Focus Puller: @sergioestevanez
Styling: @mimiriambr
Grip: @canarygripservice
Rebranding Music
Another of the requirements for the project was to create an original piece of music for the rebranding presentation video. It had to be percussive, lighter, and more playful than the other compositions. We decided to go with a progression of warm synth major chords, that intercted with a dynamic beat and a series of percussion elements that could come and go throughout the song. The use of vocal chops helped us create context and coherence with the other sonic elements of the Infecar project overall.
Event Music
The culmination to all this work was the new corporate identity event presentation, where Infecar showcased their new direction to all its stakeholders and partners. The client asked us to create and adapt some of the music pieces for the event sitting and for the end of the presentation. The goal was to create two sonic atmospheres that could set the tone for the start and ending of the event.
