After 31 editions communicating lineup, we tuned into the most electrifying frequency on the planet to amplify its narrative beyond music.
Enjoying the present while tuning into the future. That is the spirit of FREQUENCY OF NOW, Sónar’s new tagline, which redefines the festival as a global, visionary brand.
What did we do? We turned this branding into a content strategy structured around 3 verticals which also allowed us to establish its own verbal and narrative identity:
- TUNE THE NEXT / Tune into the cutting-edge signals that will become trends.
- SYNC THE SCENE / Sync with the music and cultural scene of the moment.
- DROP THE NORM / Question the conventional and discover new forms of expression.
To consolidate the strategy, we ran workshops with Sónar’s communication team, helping them adopt this Tune-Sync-Drop as an internal mantra and explore new content formats.
