Tubi
SONIC BRAND

A rabbit hole of entertainment. A sonic like nothing else.

 

An irreverent, quirky voice only Tubi can have.

The quirky personality from Tubi’s recent campaigns became an anchor point for defining the refreshing peculiarity unique to this brand’s tone of voice. Tubi’s voice is experimental, pithy and offbeat, but never complicated. It befriends and entertains the viewer at every step of the brand experience. From functional copy to billboard slogans, the tone of voice is always unabashedly amped and relatable, so that viewers genuinely want to stick around and talk to Tubi.


Tropes

“A really big part of creating that welcoming moment was the sonic branding, and I think it’s something that we wanted to talk about specifically. It was a great opportunity to break away from some of the tropes of streaming audio branding, maybe some of the abstract percussion, cinematic grandeur and create something that feels really warm, human and welcoming.” - Harry Ead - Dixon Baxi


 
 

Who?

“Our viewership growth is strongest with young, multicultural audiences and they love Tubi for the rabbit holes, the nostalgia and the content they can’t get anywhere else,” said Nicole Parlapiano, CMO at Tubi. “In this new brand system, we wanted to give them a fun, bold and engaging platform, that remains frictionless and 100% free, to indulge in the content that reflects their passions.”


Creative Development

Select vocal experiments from our 30+ route creative development :)


 
 

sound

The Tubi mnemonic sits in the key of C# Major. The main melody consists of a female voice singing the brand name in a descending melody, E, D# and C#, which sits over an ascending set of chords sung by a choir. Underneath everything, E, G# and C# is played using an 808 bass, giving the mnemonic a sense of richness and weight.

 
 

Credits

Sonic Brand Development, Creative: Zelig Sound

Client: Tubi
Branding Agency: Dixon Baxi