We immersed ourselves in the feminine universe to map out habits and craft a sonic strategy that reflects GNT's DNA: a channel even more connected to Brazilian women. We developed guidelines encompassing musical, vocal, and non-musical elements, strengthening the brand's identity.
GNT
Rebranding Project for One of Brazil's Most Famous TV Channels Inspired by Brazilian Women
GNT is a Brazilian pay television channel. It was created on November 1991, under the name Globosat News Television, a news broadcasting channel. Since then, many things have changed and the brand has evolved, orienting its focus towards interesting topics for the female audience, with programming that offered entertainment and information, without losing the light feel in its approach, for a variety of subjects, such as behavior, gastronomy, fashion, sex, series, documentaries and films. Now, rebranded, gnt focuses even more on Brazilian women, evoking attributes such as spontaneity, wellness and pleasure, without leaving aside important conversations. It’s an ambient of entertainment and comfort so that women, in their most varied profiles, can disconnect from their routines. To reflect on this new moment for the brand, in addition to reviewing the channel's programming schedule, gnt redesigned its visual and sound codes, seeking to reinforce the new positioning and generate greater identification and engagement with this women. The sound aesthetics of entertainment programs in Brazil, with similar soundtracks, voices and accents, are still centered on the programming context and not on connecting with people, especially the female audience. Our sound strategy for gnt reinforces its DNA, exploring musical, vocal and even non-musical textures (such as ASMR sounds), to bring lightness with a touch of contemporary. In this way, we use sound to support Brazilian women's entertainment, being a mirror of their cultural codes through sound. In addition to the musical guidelines and Sound Logo, we created a strategy for using voice over, exploring female timbres with different accents, but with clear enunciation and a confident and smooth speech, where each parameter was carefully thought out according to the brand's attributes and moments. In non-music, we reinforce the essence of a non-invasive brand that stands out by using pure or manipulated natural sounds, with the intention of generating well-being in a proprietary way amidst a tangle of everyday sound stimuli.
Sound Logo
Women have their own codes and ways of expressing themselves in different situations. The brand reproduces these different moments in a relaxed, authentic and optimistic way through female sounds and voices focusing on its positioning as a brand that entertains but it’s also a mirror of the real Brazilian woman, without stereotypes. And for creating the brand’s sound logo, it was no different. We mapped, soundwise, several interactions with women performing simple daily tasks such as putting on makeup while humming casually in bocca chiusa (an Italian term, which means singing with a closed mouth). From the Sound Dna and these different iterations, we created a melodic sequence of 4 notes that is memorable, fun and intrinsically connected to the feminine universe in an ASMR activating language, a trend which promotes sound stimuli, such as whispers, to produce well-being.
Our projects
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