South Africa, Feb. 7 -- Cell C's transformation extended beyond visual updates; it required a fresh auditory perspective - a brand song and a distinctive audio logo.

An audio logo is far more than a jingle. It's a sonic signature, a mnemonic device that connects listeners to a brand on an emotional level. Our goal was to create an audio identity that would become synonymous with Cell C's 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It was in the basement, amid a collection of outdated equipment, where we stumbled upon old AC/DC converters - relics from the past that hadn't seen the light of day in years.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 forgotte...