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Promotional ideas and technique. Always radio, always positive.

New audio imaging for Germany’s DW Radio

Germany’s international radio and television broadcaster Deutsche Welle is now airing new sonic branding from Audiowerk Berlin. This video demonstrates some of the cuts accompanied by images that create a visual mood board to help convey the character of the service.

DW is a relatively large player in international broadcasting with large amounts of radio and television content and a growing online service.

Its new audio branding will work across all platforms and brings to an end a decades-long connection between DW and Beethoven’s Fidelio piano concerto on which its previous audio identity was¬†loosely¬†based.

Personal note: I commissioned the audio branding for the BBC World Service that aired between 2003 and 2012.