tabii

When our collaboration began with TRT (Turkish Radio and Television Corporation) and Saffron Brand Consultants to craft an audio identity for TRT’s global streaming service tabii, we were fully aware of the distinctive challenge that lay ahead.

Industry:

Media & Entertainment

Services:

Audio Identity Audio Logo Brand Music

Overview

TRT is Türkiye’s national public broadcaster, and as Turkish TV series prepare to surpass $1 billion in global sales in 2023, Sonic Minds undertook the task of creating a sonic brand for tabii, the ultimate online destination for top-quality Turkish film and TV content, catering to over 800 million fans in 146 countries across Europe, the Middle East, Central Asia, Africa, and the Americas, boasting a repertoire of more than 150 TV series.

The audio brand we collaboratively developed with the creative teams at TRT and Saffron goes beyond cultivating a strong sense of community. It reaches out to underrepresented audiences in rapidly expanding regions, fostering a closer connection between tabii’s Turkish and international users than ever before.

The challenge

The core challenge was striking a delicate balance: designing an audio identity that felt deeply rooted in authentic Turkish heritage while appealing effortlessly to a diverse, global audience of over 800 million viewers across 146 countries. The sound needed to honor local cultural expression without falling into regional stereotypes or alienating international listeners.

“It’s always an interesting and inspiring challenge to make music that sounds regional, yet global. What excited me was making music that had to sound authentically Turkish, but at the same time feel universal, timeless, and global.”

Lars Bork Andersen

Composer

Insights

Building a compelling audio identity begins by uncovering the core design foundations of a brand, and tabii offered rich visual and linguistic elements to draw from.

Its visual branding drew inspiration from the kaleidoscope—symbolizing change, growth, and new perspectives—and arabesque decoration, defined by rhythmic, mesmerizing linear patterns. These visual cues inspired an evolving sound that plays dynamically with perspective and uniqueness.

Linguistically, the Turkish word “tabii” translates to “of course,” providing the spark for a snappy, intuitive sonic sign-off. Close collaboration between TRT’s creative teams and Sonic Minds ensured these cultural nuances were translated into an authentic Turkish sound designed to resonate across global markets.

The solution

To design a brand experience for tabii that bridges cultural storytelling with a global digital audience, we defined five core attributes to guide the sound as you can see on the map above: Brave, Turkish, Universal, Entertaining, and Family-Friendly.

To ensure that the audio identity could be applied across a wide range of shows, genres, and seasonal campaigns, we designed its architecture to be highly flexible, built on a clear, adaptable melodic core.

Audio logo

In creating the tabii audio logo, we experimented with various attempts and concepts that combined Turkish, Arabic and Western sounds and instruments. The final result is a melody that blends Turkish melodic elements with contemporary production techniques like synths and drum programming, adding excitement to the mix.

Listen to the short variant below:

Percussion Layer

Moves from a Western dubstep beat to an Eastern quarter-note party rhythm, ending on a finger snap that symbolizes quick action and the intuitive spirit of “tabii” (“of course”).

Synthesizer & Harmony Layer

Utilizes an uplifting minor-to-major harmonic shift with rising electronic synth chords to evoke forward movement, modern energy, and optimistic momentum.

Melodic Layer

Blends traditional instruments like kabak and saz with piano trills to form a memorable, recognizable melody with distinct Turkish character.

Acoustic & Vocal Build-Up Layer

A rising surge of saz and choir that provides emotional warmth, family-friendly trust, and added intensity leading into the final resolution.

Music: “Coming Home”

Built from the audio logo’s melodic DNA, “Coming Home” uses deep electronic pads and soft piano to create a soothing, atmospheric background track for marketing materials and platform content.

The result

Creating an audio identity for TRT’s global streaming service “tabii” required a careful blend of traditional and modern elements, flexibility, and attention to brand identity. By incorporating various Turkish and Western sounds to create a memorable melody, we delivered an audio identity that aligns with the brand’s core values: brave, turkish, universal, entertaining, and family-friendly.

Overall, the audio identity successfully represents tabii as a bridge between cultures while celebrating Turkish heritage. Working hand in hand with the creative teams at TRT and Saffron, we ensured the audio identity captured the essence of Turkish vibrancy while resonating with diverse global audiences.

Learn more about the creation of tabii’s brand from Saffron Brand Consultants.

Words from client

“Our collaboration with Sonic Minds has been truly invaluable. Their expert guidance ensured the development of a sound identity perfectly in tune with our Turkish heritage, yet effortlessly resonating with a global audience. Throughout the process, Sonic Minds provided security and inspiration, helping us gain deeper insights into our own identity. The sound identity seamlessly became an extension of our brand, enriching our storytelling and amplifying our profile. Working alongside Sonic Minds wasn’t just about designing sound; it was a transformative experience that deepened our understanding of ourselves and our audience. Together, we’ve elevated our brand to new heights, and for that, we’re truly grateful.”

Aqeel Ahmed

Head Of Marketing and Brand Strategy

TRT