In creating its branded Genre IDs, HBO wanted to incorporate the musical theme it had used since 1976 in its HBO Feature Presentation franchise. Not only was the theme dated, it needed variation and depth to express the world-class brand HBO had become, and reflect the range of programming on the network.
We created five original pieces of music; Original Series, Sports, Documentary, Comedy and Special Events.
By shortening and refining the original theme, we created a more identifiable and recognizable mnemonic. We then expanded this theme into many different styles, building an entirely new sound for HBO. This became the basis of all HBO’s audio branding for years to come.