When Q997 Atlanta and KRBE Houston launched major promotional giveaway campaigns and needed a sonic standout moment to tie everything together, they trusted TM Studios.

Their campaign of choice? The ever successful Secret Sound contest activation. A contest this iconic deserved branding just as memorable.

Built around a distinctive sonic melody and a hybrid sung vocal and vocoder sound, the identity was designed to be heard throughout every stage of the campaign, from pre promotion to the final winner and beyond.

Alongside the Sonic ID, we created a full suite of imaging elements to support each phase of the promotion, including beds, drones, promo beds, winner alerts, stings and imaging workparts. The objective was clear: blend seamlessly with the station’s sound while creating a true standout moment for Secret Sound, both in promotion and in play. To blend yet stand out, the ultimate oxymoron in branding.