Sonic branding for TBS is the ultimate example of flexibility and sonic identity system planning.  The brand's mission was to "F..k with the viewer!", so the mnemonic is designed in 2 parts where opposite styles of music can come together in unlimited combinations - surprising and often humorous.  This idea was so flexible we created a drum machine of mnemonic parts that TBS could use to combine / create their own mnemonic versions, and these were used as a platform against which to place their vast library of wacky and surprising design and animated materials for social content, promos, interstitials and idents.

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We believe in the power of music to inspire both design and content.  TBS has a history of letting visual artists and animators concoct the most imaginative and out of the box short material around their logo, and creating a machine that their design team could play with to see what tickles their funny bones was a perfect solution to inspiring how to use much of this material.  With 3-5 second sonic platforms being pumped out with no possibility for a 'wrong' solution, TBS could pull from their visual arsenal, place images against sonic hit points, and post to social or create a promo or ident with an instant score.  Reminiscent of the glory days of MTV where animators were free to reimagine their logo no holds barred, this created a music driven solution to TBS' goal of "F..king with the viewer!"