Two AM Music Teams up with Design Bridge & Partners to Create CelcomDigi’s New Sonic Identity

CelcomDigi, the newly unified TELCO giant has revealed a completely new look and feel, everything from a new visual logo to a fully redesigned corporate identity. Together with this redesign came the opportunity to not only reinvent the brand from a visual perspective, but to redefine its voice and create a foundational sonic identity that will be used to connect with consumers and significantly boost brand recognition. Meet the new sound of CelcomDigi, an electrifying melodic voice that will resonate with Malaysians for many years to come.

Alongside the visual overhaul, the new Sonic Logo carries a unique electric tonality that ignites the passion of CelcomDigi, conveying its radiating energy, constant innovation, and commitment to "Creating a world inspired by You".

The Sonic Logo features a four-note melodic motif that can be adapted into all shapes and sizes, allowing the brand’s identity to be carried across a variety of audio assets. The melody is crafted with a pitch contour that mimics the natural inflection of the word “CelcomDigi”, organically sparking the brand name in the mind of listeners.

Together with Design Bridge & Partners, Two AM Music worked closely with the CelcomDigi team to ensure their audio identity accurately reflects their vision for the future while remaining distinctive, memorable, and versatile. Whether it’s heard in isolation, or as an interpolation within a longer piece of music, the Sonic Logo is designed to create an emotional connection with listeners, and to reinforce brand connection with customers across all touch points.

“As more brands recognise the power of audio, we're excited to have the opportunity to be a part of the movement towards sound-focused marketing. Our team is super passionate about creating uniquely impactful sonic identities that help brands communicate their values through audio, and we couldn’t be more thrilled to be involved with the new sound of CelcomDigi” said Oliver Stutz, executive creative director, Two AM Music.

With Design Bridge & Partners at the hands of the 3D animation reveal, Two AM Music crafted a sonic introduction that takes listeners through the formation of the brand’s unifying energy, building a red carpet of anticipation to set the stage for the grand reveal.

So what do people think so far? 

You can find the new CelcomDigi melody all across social media, as members of the community create their own interpretation of the sonic in participation of a new brand campaign. The competition allows anyone to recreate the melody in any way they like, be it simple humming, through an instrumental performance, or even remixed to form a full musical production. Participants can then upload their renditions using the hashtag #AWorldInspiredByYou & #CelcomDigi for a chance to win an array of prizes. Engaging with the community is a fantastic way for the brand to introduce the new melody, while ultimately also staying true to the brand spirit of "creating a world inspired by You."