WOW Media is a leader in large-scale digital billboards, lighting up prime locations across Los Angeles with cutting-edge technology and bold content. For their recent rebranding, design studio Wonderland introduced a visual language built around glass layers, refractions, and RGB split effects—each reflecting the brand's premium screens and distinctive style.
Crafting the WOW Media Sound Logo
WOW Media challenged us to transform their new visual identity into a distinctive sound logo, capturing relationships, accountability, collaboration, and creativity in audio form. We collaborated closely with the client and Wonderland, aligning every auditory element with the moving visuals.
Our approach began with hands-on experimentation, exploring a spectrum of glass sounds—from soft taps and deep resonances to the subtle singing tones you get by stroking glass.
"When the sounds come from the physical world, especially when the client also operates in that space, it has something special."
We carefully captured these glass textures, then crafted them into a custom instrument. Each pitch on the keyboard corresponded to glass recordings, allowing us to compose melodies and harmonies that fit WOW's brand DNA. The melodic sequence was mapped to the letters W-O-W, connecting the audio to the identity in a direct, memorable way. Synchronized tapping sounds matched the animated visual dots, giving the logo its clear, recognizable ending.
To add richness and contrast, we layered in analog effects and used a Moog synthesizer for depth beneath the glass tones. Every sound choice harmonized with the visual layers, encapsulating the tactile and modern spirit of the brand.
"We aim to find the ideal feeling and tone that embodies the brand's core values. These recordings became the building blocks of the WOW sound."
Why Sonic Identity Matters
Sound logos distill a brand’s energy into a single, memorable moment. By building intentional connections between physical materials—like glass—and tailored digital processes, brands make their audience pause, listen, and remember. Well-crafted audio consistently strengthens storytelling across mediums, ensuring every customer touchpoint is unmistakably on-brand.
At THNDR, each step is guided by hands-on care and strategy, transforming visual ideas into powerful audio signifiers. WOW Media’s sound logo stands as an example of how thoughtful sound design elevates brand recognition and brings digital identities into sharper focus.
