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tabii – A Global Streaming Identity
Sonic Minds collaborated with TRT (Turkish Radio and Television Corporation) and Saffron Brand Consultants to develop a distinctive audio identity for tabii, TRT’s global streaming service. The challenge was to create a sound that reflects tabii’s Turkish heritage while resonating with a diverse international audience across 146 countries.

Insights
With Turkish TV series surpassing $1 billion in global sales in 2023, tabii aims to become the premier destination for top-quality Turkish film and TV content. More than just a streaming service, tabii seeks to create a bridge between cultures, fostering inclusivity and shared storytelling.

To achieve this, we crafted an audio identity that embodies Turkish vibrancy and global accessibility while aligning with tabii’s brand values. The audio needed to be:
- Brave – Bold and adventurous, embracing new perspectives.
- Turkish – Rooted in Turkish musical heritage but presented in a fresh way.
- Universal – Designed to be relatable across cultures without relying on clichés.
- Entertaining – Dynamic, engaging, and immersive.
- Family-Friendly – Warm, welcoming, and accessible for all generations.

The Approach
Sonic Minds worked closely with TRT’s creative teams and Saffron Brand Consultants to ensure that the audio identity captured the essence of Turkish culture while maintaining a modern and inclusive sound.

A major inspiration was tabii’s visual branding, which incorporates **kaleidoscope patterns**—symbolizing perspective, change, and balance. This concept was reflected in the evolving sound layers and shifting harmonic textures within the music.

Additionally, the arabesque decorative style, a rhythmic and mesmerizing visual element, inspired the intricate and dynamic nature of the composition.

The Solution
To ensure that tabii’s audio identity could be adapted across different content and cultural moments, we developed a flexible yet recognizable sound architecture. The core elements of the identity include:

Audio Logo
The tabii audio logo is designed to be intuitive, snappy, and symbolic of connection. We experimented with various Turkish, Arabic, and Western musical elements to create a unique blend of tradition and modernity.

- Percussion Layer – A rhythmic progression transitioning from a **dubstep beat** (representing Western electronic music) to a **quarter note beat** (reminiscent of Eastern cultural gatherings) reflects tabii’s role as a cultural bridge.
- Melodic Shift – A minor-to-major key transition evokes a feeling of optimism and forward momentum.
- Instrumental Fusion – Traditional Turkish instruments, including **kabak** and **saz**, were digitally processed to fit within a modern soundscape.
- The “Snap” Element – A simple yet impactful snap sound represents ease, quickness, and the intuitive nature of the platform.
- Synthesis & Choir – The rise in synthetic tones and choir elements towards the end of the logo enhances the uplifting and universal feel.

This audio logo architecture is also skinnable, meaning it can be adapted for different holidays, shows, and marketing needs while maintaining recognizability.

Brand Track: “Coming Home”
To provide a broader sonic identity beyond the audio logo, we composed **“Coming Home”**, a brand track that captures the emotional depth of tabii.

- The Full Version serves as an energetic and exciting introduction to tabii content.
- The Ambient Version acts as a softer, atmospheric piece, used for background branding elements.

By incorporating both deep electronic pads and gentle piano melodies, the track creates a cinematic and introspective mood while still feeling modern and expansive.

Words from Our Composers
Lars Bork Andersen:
“It was an exciting challenge to create music that is authentically Turkish yet globally appealing. Finding that perfect balance between regional and universal sound was immensely rewarding.”

Mike Lesirge:
“My goal was to blend traditional Turkish music with contemporary instrumentation. We combined live recordings with modern production techniques to craft something truly unique.”

Conclusion
The tabii audio identity successfully merges cultural authenticity with global accessibility. By incorporating traditional Turkish elements into a modern framework, we created a sonic experience that represents **bravery, inclusivity, and entertainment**.

Sonic Minds is proud to have developed an audio identity that enhances tabii’s brand presence across the world, ensuring a consistent and immersive experience for viewers in every market.

Words from Client
“We were thrilled to see our vision come to life through Sonic Minds’ work. The audio identity perfectly captures the essence of tabii—bold, welcoming, and distinctly Turkish while still universal.”

— TRT Creative Team