Client: SONARR – Australia’s first unified awards platform for sound narratives (radio, podcasting, audiobooks, voice)
What we did: Strategy I Copywriting I Creative Direction I Brand Identity I UX & UI I Web Development I Launch Assets I Signage
Commercial outcome: Hundreds of applicants across every award category by the submission deadline I Established a distinct brand voice ahead of the inaugural ceremony, with zero existing audience to borrow from.
Introduction:
Australian audio has never had one room. Radio had its awards, podcasting had its own, audiobooks got recognised somewhere else entirely, and the people actually doing the work, the editors, producers, sound designers, narrators, mostly didn’t get named at all. SONARR was built by Pariya, a decade deep in the industry, to fix that: one benchmark, one stage, every format. We came in before any of that existed publicly. No audience or past ceremony to point to. Just the idea, and a submission deadline.
The Strategy:
An awards platform with no track record has one shot to look like it belongs in the room it’s trying to build. We positioned SONARR as culture-led, not corporate-led, a platform built from inside the industry rather than handed down to it, and wrote every touchpoint to sound like someone who’s actually done the 2am edit, not an institution reading off a script. Accessible enough for an independent funding their own pilot. Credible enough for the networks in the same category.
The Execution:
The identity leans into red gradients and bold graphic type, built to move: dynamic left-right alignment across every layout so nothing sits static, because SONARR isn’t a plaque on a wall, it’s a live industry. We carried that energy through the strategy, copywriting, website and social rollout, all built to launch a brand with zero prior audience straight into submission mode. Confident, current, a little disruptive, never corporate, never a cliché awards-show voice.
The Outcome:
By submission deadline, SONARR had hundreds of entries across every category, from independent creators to established productions, before a single ceremony had ever taken place. For a first-year platform with no history to lean on, that’s the industry telling you it already believes the room exists.
