Case Study / 2024
The CBS Evening News
Client
CBS News
Role
Sonic Architect
Year
2024
Discipline
Sonic Architecture
A modern sonic identity for one of the most recognized news franchises in American history — engineered for the 120M+ daily audience.
01 / Challenge
The Brief
Re-introduce a 70-year-old heritage broadcast to a younger, multi-platform audience without breaking the trust embedded in its sound.
02 / Approach
The Build
- 01Excavated 8 decades of archival music cues for tonal DNA
- 02Composed a 12-asset sonic system: open, sting, transition, close, branded silence
- 03Designed cross-platform variants for TV, podcast, YouTube and CTV
- 04A/B validated tonal recall against legacy themes with 4,200 viewers
03 / Outcomes
By the Numbers
Daily Audience
120M+
Brand Recall
+41%
Asset System
12 cues
Heritage Maintained
1948→Now
“Heritage isn't nostalgia. It's the most expensive asset a brand owns — and the easiest one to wreck with the wrong note.”— Amy Crawford
Initiate Engagement