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As part of its wider brand transition, AccuWeather contacted us at MassiveMusic to assist with sonic transformations to make alerts as user-friendly as possible – and to help you steer clear of the grey.

At that time, AccuWeather was transitioning to a digital-first approach. While they were still operating across traditional marketing channels like television, they were keen to explore new formats and spice up their offerings to entice new users to their services.

Though they could produce updated weather notifications, they wanted to upgrade their sonic logo and work on incorporating recognisable and ownable musical sounds into the alerts to ensure that these were non-intrusive and captivating for users.

Most weather channels tend to overly rely on classic news-style music, so we took the plunge and decided to take the opposite direction and created a modern bespoke sonic identity with particular sounds available for specific weather conditions.

We crafted a number of assets: a DNA track, a sonic logo, a TV Broadcast audio package and product alert sounds for Severe weather warnings.

Through researching and analysing AccuWeather’s in-house weather data, we also put together a library of sounds inspired by the weather – from rain droplets falling to thunderous storms, windy gales and tinkling birdsongs. These acted as inspiration for our composers to remix and weave into their final sounds.