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We created an audio identity for TRT’s (Turkish Radio and Television) new global streaming service tabii. The goal was to provide an inclusive and welcoming platform that embraces diverse cultures and allows viewers to bond over shared stories. Overall, the audio identity successfully represents tabii as a bridge between cultures, while also incorporating Turkish heritage. By working hand in hand with the creative teams at TRT and Saffron (Agency), we ensured that the audio identity not only captured the essence of Turkish vibrancy but also resonated with TRT’s vision and the diverse audience they serve.