Craft a brief and memorable sound cue or "sonic signature" that establishes an identity for Adtalem Global Education, with an optimistic and modern tone that can reinforce their position as America's largest healthcare educator.
Adtalem is America's largest healthcare educator: providing access to quality education and healthcare careers for over 91,000 students across a network of 5 accredited universities. Their mission centers on expanding access and opportunity, and being a place where meaningful career paths become possible. At a time when the United States is facing a substantial healthcare workforce shortage, Adtalem is also partnering with hospitals and healthcare systems to help address that shortage at scale, making them a company that can have a real meaningful impact - both on individual students, and on institutions. Adtalem is about to roll out some new content to support their mission, and they're looking to tie it all together with some sort of consistent and memorable sonic signature - and that's why you're here.
For this project, we’re looking for you to develop a custom sonic signature, in two formats. This signature can take the form of a distinct sound, a melody, or maybe even a lyrical tag, although we're skeptical that vocals will make sense, and we're not looking for an actual jingle or CTA with a tagline. We’ll ultimately need two versions of the sonic signature: a roughly :05 version for longer content, such as a :60 video; and a :02 max version for short formats, like a :10 radio spot. You're not tied to an exact length, but we would like the long version to be about :05, and the short version should not extend past :02. Tonally, this has to feel positive, uplifting, modern, and maybe even tech-forward.
When developing Adtalem’s sonic identity, think broadly about the types of audio signatures brands use and what each form communicates. A melodic tone (like T-Mobile, Intel, NBC, or Netflix) sometimes has notes for each syllable in the brand's name, or for each word in a tagline - but not always - and sometimes hearing a brand's name serves to elevate it (like Farmer’s Insurance), or help someone pronounce it. These approaches function differently, but serve similar purposes. Choose the approach that best reinforces clear, memorable brand recall for Adtalem.
In terms of thematics and thought starters, "opening doors" plays into their messaging. Beyond that, one of the key visuals that they're designing also includes 5 distinct elements (reflecting their 5 universities), and one of the taglines that they're considering has 5 words, so there might be something to developing a signature with 5 beats, or 5 notes, in rapid succession. If you go that route, it's even possible that that visual might be animated in time with your sonic signature. "Progress" is another theme that comes up frequently.
For your submission, we’d like to hear a preliminary audio sample of the :05 extended version that conveys your concept, but optionality is key too, so it's worth considering multiple options or a short written template that explains how you might adjust it (i.e. with different notes, reverb, an alternate mix, quicker pacing, etc.). If you think vocals are particularly important, you may use temp vocals and a working mix for this draft. Adtalem will select one creator to advance, at which point you’ll receive feedback and have the opportunity to adjust, refine, and produce the :02 shortened version.
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DELIVERABLES: There are 2 total assets.
EXPECTED TIMELINE: HERE
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements.
TARGET AUDIENCE: This should work across all of Adtalem's intended audiences, including hospitals, healthcare systems, and medical professionals, as well as potential investors, policy makers, institutional faculty, staff, and leadership, and even prospective students.
TONE/FEEL: The tone should be confident, aspirational, and inclusive.
EXECUTIONAL MANDATORIES:
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