Project: Sky Mix Ident

Client: Sky

Music and Sound Design: Box Of Toys Audio

BACKGROUND /

We won a competitive pitch to create the audio branding for the newly launched Sky Mix channel. Sky Mix provides a diverse offering, catering to a wide range of tastes and therefore the audio had a lot of ground to cover.

APPROACH /

The music is ambient and subtle, swelling as the windows rotate to give a sense of movement. The tonal character provides personality and cohesiveness across multiple idents to help establish the channel’s identity. The instrumentation is organic, positive and rounded to align with the overarching Sky brand.

The sound design focuses on activity in the central window. With such short windows of time and for the sake of clarity, we found a more literal approach most effective. However, subtle filter and delay effects were applied to assist evolution and transition throughout the ident. As the first window opens, we have implemented a subtle window/door opening sound. Conceptually, we wanted to imply that we are opening a window to a whole world of content.