The London branch of MassiveMusic has created the new audio for the re-brand of UKTV Channel Yesterday. DixonBaxi, the brand agency behind the fully refreshed identity, commissioned MassiveMusic to create an audio identity that sits perfectly with the new distinct on-screen package.
Each ident from the new package reveals content as slices of time and features a unique soundtrack.
Describing the challenges of the work, Paul Reynolds, Managing Director of MassiveMusic London said, "We didn’t want to just try and re-create sounds from the past by using foley and then pursue a more traditional sonic logo approach. We wanted to create a detailed, textured and immersive sound world, adding weight and emotion to the drama, action, even serenity of the films."
MassiveMusic composer Mark Adair adds, ‘We aimed to create an audio brand using music and sound design with a consistent overriding tone. Although each ident feels part of the Yesterday family, the only common element is a simple reversed sound of a hammer hitting an anvil after each logo reveal."
DixonBaxi’s Creative Director, Aporva Baxi, said of MassiveMusic, "We were really happy to be able to work so closely together to define the sound for Yesterday. MassiveMusic’s audio development process allowed us to work in a highly collaborative way to mirror and enhance our visual concept."
Yesterday’s channel content is aimed at attracting a more diverse audience to the channel by providing programmes that are accessible and entertaining, while keeping history at the heart of its offering. The new logo and dynamic channel idents reflect the fresh scope of the channel, and will launch on-air on Tuesday 24 July 2012.