Cell C ‘The Sound of Cell C – Audio Rebrand’
Cell C ‘Sisonke – We Are Together’
IDIDTHAT Craft Awards February 2025 – View Showcase
Judges comment: ‘Howard Audio gets a mention by going back to Cell C’s roots to create their new sonic branding. We’ve seen the technique before, but I just love how he foraged through every corner of the company to find the authentic sounds of the business through the original hardware. As companies rebrand, they run the risk of losing connection to their heritage. This bit of craft keeps the brand’s soul, while progressing.’ – Alex Goldberg, Creative Partner at Ogilvy South Africa
ABOUT THE WORK
In collaboration with Joe Public and Cell C, we were tasked with a unique challenge: to reimagine and redefine Cell C’s audio identity, coinciding with their comprehensive rebrand.
Cell C’s transformation extended beyond visual updates; it required a fresh auditory perspective that included both a brand song and a distinctive audio logo. These elements are crucial as they resonate with consumers on an emotional level, making the brand immediately recognizable and memorable.
An audio logo is far more than a jingle. It’s a sonic signature, a mnemonic device that connects listeners to a brand on a deeper emotional level. Our goal was to create an audio identity that would become synonymous with Cell C, reflecting its values and vision.
Our journey for Cell C’s sonic signature led us deep into their headquarters, where we explored every corner for potential sounds. It was in the basement, amid a collection of overlooked and outdated equipment, where we stumbled upon old AC/DC converters – relics from the past that hadn’t seen the light of day in years.
As we handled these forgotten pieces, a thought occurred to us: what if these converters could be repurposed to tell their story?
We began to experiment, tapping and arranging the metal, attentive to the unique sounds each manipulation created. The sounds were distinct and rich, each strike uncovering a piece of Cell C’s technological heritage.
This exploration turned into an exciting discovery as these noises began to form a consistent, melodious pattern. These were not just random sounds; they were the beginnings of a melody. By using the letters in “Cell C” we used a technique called musical cryptography that produced a sequence that was simple yet memorable, directly translating the company’s legacy and name into sound.
This process transformed the old converters into the foundation of Cell C’s new audio logo, bridging their historical roots with their modern identity.
Back in our studios, these initial sounds evolved into a vibrant brand song that marries traditional harmonies with modern rhythms, reflecting Cell C’s dynamic evolution. The lyrics, inspired by the Zulu phrase “Sisonke” meaning “we are together,” highlight the brand’s commitment to unity and connection.
The culmination of this project is not just a new sound for Cell C but a testament to the power of audio in branding. This sonic identity honors their heritage and aims to resonate with audiences for years to come, ensuring Cell C’s voice is as impactful in sound as it is in vision – which is our purpose at Howard Audio.
This project has been a remarkable journey for us, blending creativity with technology to forge a sound that truly represents a brand. We are proud to have been part of this innovative venture and are excited about the continued impact this will have on Cell C’s brand recognition.
CREDITS
Client/Brand: Cell C
Sound & Music Company: Howard Audio
Sonic Branding: Adam Howard
Original Music: Adam Howard
*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.
