Canva initially requested several 15-second YouTube pre-rolls, but it soon became clear that the brand's entire sonic identity needed to evolve. The platform had found its look, but not its sound.
For the next three years, we worked as an extension of the Canva team, crafting a unique sonic language. One that could be deployed across product, campaigns, motion-systems and live events.
Canva's sonic palette needed to be simple and organic, like the platform itself. Not minimal, but not overly produced either. After a thorough audit of existing collateral, we began experimenting with subtle compositions and melodic hooks: a simple idea the brand could use as a calling card.
To shepherd Canva through the process, we first stripped the platform down to its basic aural components. What does a mouse click sound like? What does a drag-and-drop sound like? Eventually we engineered 10 original demos. These raw tracks were refined over time, until we landed on a core matrix of bespoke sonic guidelines.
Canva was the perfect example of patient, collaborative sound design. A fluid relationship that evolved over time. Instead of engineering sounds for existing visuals, or one-off tactical campaigns, we guided and shaped the entire sonic direction of the brand.
Canva now sounds the way a global enterprise creative platform should sound: organic, human and always evolving. Connected to their roots, but unafraid of change.