As a provider of energy to consumers and business alike, Toronto Hydro enjoys an enviable and nearly universal degree of positive brand awareness in the Toronto market.
Their telecom division which provides internet connectivity and other ISP services to commercial customers however did not and in order to change that, their marketing team decided to launch a year long radio based awareness campaign targeting CEO, CIO and CFOs.
We were engaged to create that campaign and as part of that project created a sonic brand that would be used in their advertising, on-line communications and once again as a company wide ring-tone.
The logo is meant to suggest both the wider Toronto Hydro legacy along with a sense of forward motion and technology. What you hear in the sample includes a variety of sounds; an electric current representing the heritage of the wider brand, various “techie” sounds implying cutting edge knowledge and infrastructure and finally a musical progression designed to suggest forward motion, literally the sound of a forward thinking organization.
The logo recently debuted in its first post awareness campaign radio ads, a series of spots created here at boom for One Zone, the WiFi service that offers hot zone wireless service to customers in Toronto’s business core.
