SOUND CRAFTED
WITH
PURPOSE
CASE STUDY
Ads on streaming music are key to Fireball's international marketing campaigns. To identify the brand through audio only, the brand wanted a sonic logo that was evocative as the Dragon Man himself.
APROACH: A three part sonic logo connects the Dragon Man character to Fireball. In the beginning, notes slide into pitch to get attention. Next, a choir plays over the Dragon Man’s voice creating a heavenly juxtaposition. The sonic logo ends with a three note mnemonic that memorializes the syllables in Fireball.


SONIC LOGO
SONIC LOGO SHORT
DEBUT RADIO AD
GLOBAL SPORTS RADIO AD
RESULTS: A first in sonic branding, the sonic logo played four times in its debut streaming radio ad. The Australian radio ad used the sonic logo as the comedic center of the narrative. The ad was so successful it was immediately adapted to three additional countries.
When we approached Sonic Signatures we had a short timeline and a big request to help break through the noise of traditional advertising. We needed a sonic logo that would bring to life Fireball's unique character in a way that was both authentic to the brand yet disruptive to the medium. Sonic Signatures embraced our brand guidance, translated it into a unique audio identity that captures Fireball's essence, and did so on record timing. We’re excited to see how the new signature ignites our results across our creative toolkit!
—Danny Suich, Global Brand Director - Fireball
