TIC TRENS
Line 7 Ruby – The sound that connects cities
The Sound Branding project we created for TIC Trens marks the beginning of a new phase in communication for Line 7 Ruby, which connects São Paulo’s capital to Jundiaí. The concessionaire made a strong entrance with its music, its institutional logo that precedes educational messages, its operational logo that precedes next-station messages, its brand voice and its new way of speaking.
ZANNA ON THE SOUND BRANDING OF Line 7 Ruby
"The creative, precise and impeccable work by Zanna Sound expands TIC Trens’ communication into the sensorial field, creating an atmosphere between the brand and its passengers that only sound is capable of generating."
Based on our study that involves brand and competitor diagnostics, the creation of musical personality attributes and brand personification, we shaped the full sound identity for Line 7 Ruby by TIC Trens. Everything so that passengers recognize the brand by its sound and feel an emotional connection with its spaces at the same time. Shall we listen?
Musical theme and sound logos of Line 7 Ruby
Grounded in the brand’s personality attributes and defined sound archetypes, we created TIC Trens’ musical theme. The light rhythm, inspired by contemporary MPB, blends with a welcoming harmony that echoes its paulistana roots. The instrumentation works as a bridge between past, present and future, while the melody stays close, engaging and easy to remember.
The musical theme combines instrumental pop with classical and Brazilian textures. Steel-string guitar, percussive drums, carefully arranged flutes and mandolin evoke São Paulo’s urban sound and translate the brand’s attributes with precision. The operational and institutional sound logos are extracted from the theme and serve to alert passengers to the message that follows.
SOUND UX
TIC Trens’ sound experience is applied to passengers’ daily lives: on trains, in stations, in telephone service, on social media, in customer interactions and throughout all passenger communication.
The educational and operational messages, the Customer Service IVR and the institutional and informational films are guided by the brand’s new voice, journalist Beth Romeiro. It is a female voice, paulistana, clear and welcoming. She represents TIC Trens by conveying safety, closeness and respect to passengers. Along with the voice, the musical theme and sound logos are always present.
The announcements were written with a light, local, agile and connected tone. The messages organize the flow of people and encourage kinder behavior.
"TIC Trens’ Sound Branding, in addition to informing passengers, will create an emotional connection between the brand and the people. This is our specialty: to enchant, connect and leave people vibrating higher."
Time
- Composition, vocals, arrangement and musical direction
- Zanna
- Brass arrangement
- Eduardo Farias
- Flute
- Sofia Ceccato
- Bass
- Alexandre Kassin
- Guitar and mandolin
- João Gaspar
- Trombone
- Rafael Rocha
- Drums
- Danilo Andrade
- Bateria
- Jeremy Gustin
- Producer
- Tati Botafogo
- Brand voice
- Beth Romero
- Sound Branding concept, musical direction, composition, arrangements, Sound UX and verbal tone
- Zanna Sound
- Communication team and internal teams, passenger research, validation of sound personality and messages
- TIC Trens