Tubi

Tubi Sonic Brand

Tubi Sonic Brand

Tubi Sonic Brand

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.

Sonic Brand

Sonic Branding

2024

“It was a great opportunity to break away from the tropes of audio branding, with abstract percussion, cinematic grandeur and create something that feels really warm, human and welcoming.”

“It was a great opportunity to break away from the tropes of audio branding, with abstract percussion, cinematic grandeur and create something that feels really warm, human and welcoming.”

Harry Ead, Dixon Baxi

“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.”

“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.”

Nicole Parlapiano, CMO, Tubi

Creative development

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