Digital Design Days - Sonic Identity & Audible Experience

Digital Design Days is an internationally relevant festival about the digital world and innovation, taking place in Milan and gathering some of the best professionals as speakers. This year, as most events, DDD had to face a non-physical edition and the founder of the festival, Filippo Spiezia, expressed the urge to find solutions that aimed at giving a "warm" feel to the event. This represents some sort of fundamental uniqueness in the identity of the festival, being one of the very few Digital Festivals taking place in Italy. This idea of "warmth" was successfully transmitted in the physical editions of the festival, but the challenge here was to be able to do the same in this digital edition. This means being able to highlight the welcoming culture Italy has always tried to stand for and that is so dear to its cultural roots. In order to reach this goal, we developed the sound DNA of the event and planned a sonic "map" of the event involving all of its main touch-points: from the speakers's introductions to the numerous waiting times, to the soundtracks to the promotional content and most of its communication tools. Our goal was to find DDD's sound DNA in its peculiar balance between digital innovation and an event that has always tried to put people at the core of its values. And at the same time working with frequencies and sub-sounds that stimulated the ideas of inclusivity and multi-culturalism, while bringing value to the "Made in Italy" tradition without falling in stereotypes. The result was that Filippo received numerous feedback from attendants expressly stating that sound had a direct impact in this sense and that the public found this peculiar values in DDD. Later, Filippo declared "“Evoke the Spectrum managed to raise the perception of the brand, and I really mean it: those who know me well know that I can't lie because DDD is the project I care most so I always try to get the best to make it perceive the best.”