Mumbrella today unveiled its new sound identity created by Resonance. The new identity will be used on a range of Mumbrella platforms, including Mumbrellacast, conferencing, and video content.

Work debuted today on the Mumbrella360: Shorts series, a collection of videos that will be released daily over the next 11 days.

Mumbrella’s new sound identity has been worked on by Resonance since the start of the year and was set to debut at Mumbrella360 until the Sydney lockdown delayed the event and ultimately resulted in its cancellation.

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It includes a variety of Easter eggs such as the sound of the crowd at Mumbrella conferences, the sound of an umbrella opening (a nod to the old logo that meant Mumbrella was about everything under the umbrella). umbrella of media and marketing) and other things the Resonance team will reveal in an upcoming episode of Mumbrellacast.

“Refreshing our sound identity has been a long time coming,” said Damian Francis, Mumbrella Content Manager. “While we had a good run with the previous Mumbrellacast intro, it wasn’t a full sound identity and it had been in use since we brought the podcast back almost four years ago.

“We have spoken about the importance of sound identity over the years and Ralph Van Dijk of Resonance has also spoken out on the subject several times at our events. When the opportunity arose to respond to ours, it was obvious to get stuck. “

The end result came from a number of workshops both in person and virtually.

“Because Mumbrella does so much, getting to the essence of what Mumbrella was was probably the most interesting challenge,” said Resonance Creative Director and Founder Ramesh Sathiah. “What is the personality, what are we trying to say about the brand? Because it has to cover many uses – podcast, conference, different assets with different uses. It was therefore necessary to cover a little ground. We had to find the balance of all the elements and uses of the brand and then define it down to something simple and clear.

“We are very close to this brand, your brand. We interact with him every day, ”added Van Dijk, the other Creative Director and Founder of Resonance. “We were there before Mumbrella and saw the evolution of it, but it also created extra pressure because I will be in the room when it is played on a Mumbrella360 and I have to be proud and happy to share that. listen to Mumbrellacast so I will always remember it. I’m a fan and an end user as well as someone who works on the brand’s asset. It’s great, but it was always in my head.

Mumbrellacast’s full interview with Sathiah and Van Dijk will be released on Thursday.

Disclaimer: Mumbrella worked with Resonance on a contrary basis for this project.