Prom is the ultimate shopping destination in Ukraine, offering a wide range of products, from cute cat paw squishies to even a cultivator at reasonable prices.
Emotionally, Prom is your go-to place on the internet for a stress-free shopping experience. You’ll always find what you’re looking for.
Beyond continuously improving their service, the Prom team also goes the extra mile to create a strong emotional connection with their audience. That’s why they have a distinctive visual style that emphasizes simplicity and closeness to people, and a lovable mascot that brightens up your day and makes you feel good.
So, it’s no wonder they decided to take this connection to the next level with their own signature sound.
In this project, just like with FUIB Online, we had to work with the brand’s audio legacy. They already had an audio logo — the line «Prom-pom-pom,» which was said by announcers in different ways. From the start, we knew we’d keep this iconic part for the brand’s future sound. But there was still a lot of work to do.
First, we had to figure out what Prom’s competitors sounded like to decide how to make the brand different. It turned out that marketplaces usually have a jazzed-up sound and lounge/chill beats, so we had to choose something totally different. Next, we identified the desired and undesired associations for the brand and focused on creating audio that would evoke a sense of friendliness, brightness, and simplicity.
We decided that the main part of the audio DNA should be a catchy melody (hook) that people could easily hum. We built it on a square chord progression (a reference to the square logo and mascot of Prom!) in the major key, using synthesizers and a warm-tone electric guitar, as well as female vocals.
Furthermore, we also added some groove with the help of bass and a dynamic rhythm section and enhanced the brightness with short accents on strings in the spirit of the 80s music. We did not forget about the sense of care and emphasized it with synth pads.
The result is a mix of pop and indie genres with dance electronics that makes you want to dance and sing along!
There were two main challenges in this project!
First, Prom has a huge audience. Even with deep insights into its key customers, it was tough to find a combination of audio elements that would appeal to everyone.
So we created three different versions of the audio DNA and tested them directly on the audience. Thanks to the results, we were able to pick the best, most effective sound.
The second challenge was more technical than creative. The Prom team wanted to use their new audio brand in YouTube pre-rolls, which is a short form of content. So we had to adapt the brand track in such a way that its variations of 6 and 15 seconds were sufficiently independent and that it would still make viewers feel the right emotions.
For Prom, we created
You can listen to it all in the playlist below!
Working with the VP Production team was a real pleasure. The whole process is clear, structured, and filled with sincere energy and professionalism. At some stages, when complex audio terminology became a challenge for me, Ruslana was always in touch, patiently and clearly explaining every nuance.
