The TIC Trens Sound Branding: Arriving With Purpose
Por que a TIC Trens decidiu criar um Sound Branding?
TIC Trens was created with the responsibility of operating Line 7 Ruby and the challenge of building a new chapter in urban mobility. According to the assessment presented by Zanna Sound at the start of the project, the company has a rare opportunity: to begin from scratch, with consistency and strategy, creating a sound identity that welcomes, organizes, and represents millions of passengers every day.
While other companies in the sector run isolated initiatives with no cohesion or continuous application, TIC Trens understood that sound is more than a detail. It is culture, presence, and care. It is the most human way to build connection with the public in a highly dynamic environment. Sound guides, informs, calms, and creates belonging.
Who Is TIC Trens in terms of Voice, Rhythm, and Sound Personality?
During the Deep in Sound stage, the first phase of Zanna Sound’s Sound Branding process, we built TIC Trens’ full sound archetype by answering the question: if the brand were a person, how would it sound?
TIC Trens would be a 35-year-old Brazilian woman, contemporary, connected, kind, and efficient, someone who balances lightness with agility. A person who lives in São Paulo, enjoys cultural habits, listens to modern MPB, and maintains a current and warm style.
This personality defined four fundamental attributes:
These elements guided the creation of the music, the Sonic Logos, the brand voice selection, and its way of speaking (verbal tone).
How Was TIC Trens’ Music Created?
The TIC Trens musical theme was created from its four sound archetypes, each connected to the brand’s attributes:
1. Light rhythm
A contemporary, soft, and harmonious MPB inspired by artists such as Gilsons and Rachel Reis. A sound that eases the city’s pace without losing energy.
2. Harmony that values history and culture
References from São Paulo’s New MPB and its blend of influences: Liniker and Luedji Luna. Where past and present meet.
3. A quick yet fluid melody
A global pop sound that moves without stress, with references ranging from ZAZ to Jamiroquai. Efficient music that matches urban speed.
4. Connected instrumentation
Acoustic elements with Brazilian soul: flutes, trombone, mandolin. An aesthetic that evokes Adoniran Barbosa, Gilberto Gil, and Wilson Simonal where past, present, and future meet through sound.
Together, these creative directions form the three-minute official theme, designed for videos, events, campaigns, and institutional presence.
What Are the New TIC Trens Sonic Logos?
Line 7 Ruby will have two complementary sonic logos:
Institutional sonic logo: used in educational, institutional content and campaigns.
Operational sonic logo: heard daily before next-station announcements.
Both were created to sound modern, light, and organic, avoiding mechanical noises or harsh tones. The goal is immediate recognition that relaxes while signaling the next station or sharing educational messages.
Who Is the Voice of TIC Trens?
The brand voice was defined as:
This voice has a name and personality: journalist Beth Romero. She is described as a sensitive, culturally engaged, good-humored, and thoughtful Paulistana who speaks with warmth and spontaneity, like someone who knows the city and respects passengers.
The verbal tone follows four pillars: light, local, fast, and connected. This guides not only how she speaks, but what she says and how she structures messages.
How Was the Sound UX Designed for Trains and Stations?
In the Sound UX phase, Zanna Sound developed:
Sound alerts – safety messages – educational messages – next-station announcements – music for videos – usage guidelines – soundscape
And this is just the beginning. Over time, the team will continue applying Sound Branding to all communication and marketingfor the TIC TRENS brand.
Messages were written in a warm, current, human style such as:
“Another day comes to an end. Thanks for riding with us.”
“Let people exit before you enter, alright?”
“Let’s keep the air clean. Give us a hand.”
All of this shapes a sound experience that reduces informational noise, improves clarity, and builds a sense of community inside the trains.
Why Is This Project a Milestone for Brazilian Transportation?
Because it is the first time that Line 7 begins operation with a complete Sound Branding, Music Branding, and Sound UX system from day one. TIC Trens now has:
An official music theme – two sonic logos – brand voice – verbal tone – coherent educational and operational messages – soundtracks for content – application guidelines for all communication
"There is no strong identity without sound"
If you connected with the TIC Trens Sound Branding project and want to explore strategic sound experiences for urban mobility and public services, talk to us.
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