When you use color, human voices, natural sound, that brings more authenticity and emotion into the product and that’s what audiences want these days
Meredith Conte Vice President Marketing
It puts a lot of soul into a soulless category
We went non-traditional with the music
As news-watching moved from TVs to handsets, Tegna, realized it needed to simplify and enliven its graphics.
But the traditional news music with its big orchestras, trumpets and trombones, no longer fit the crisp new graphics.
The music needed to move into fresher, cleaner and more contemporary territory.
A bright new audio universe was created for signals, opens, alerts, transitions, beds, bump-ins and bump-outs.
The signature sound captures the Tegna brand:
Community-centric, Clean, curated and focused, Audience-centric, Forward-looking
It stands out as cleaner and less emotionally manipulative than the typical news music
The new graphics and music have been rolling out though Tegna stations around the country.
The Director of Marketing, Meredith Conte says. “We went non-traditional with the music. It’s a street sound that includes the sound of human instruments, such as clapping, stomping or human voices.
As one of our marketing directors said,
‘it puts a lot of soul into a soulless category.’ It reflects the humanity of our journalists and the stories we tell.”
Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Yassin Diouri – Project Director & New Business
Julien Goris, Vincent Turbé – Artistic Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre Moreau – Designers