STADIA!

When our friends at Google called earlier this spring about a new sonic branding project for their much-anticipated gaming system “Stadia”, we jumped at the opportunity to be involved. They were searching for the ever-evasive mnemonic that would forever live within the system. It was an assignment most companies would dream of, and one that we whole-heartedly threw ourselves into. From initial consulting on celebrity collaboration to exploratory phases covering every genre, we dug in and went about crafting the most organic, unique, five second blast of sonic beauty we could imagine. We needed a hook, a focus for the mnemonic. As we saw it, “Stadia” was intended for everyone. It needed to sound alive, not mechanical, and explode with the enthusiasm and intensity of an arena filled with people from all over the world. After some exploration, the hook became evident. It was the chant, “stadia.” It was one that included all voices. Honestly, there aren’t a lot of clients with whom this process could have gone so seamlessly. The trust and confidence the Google team showed in us truly empowered us to do some of our best work to date. And it definitely shows through in the finished mnemonic, one that we know will stand the test of time.