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SPECTACULAR EVERYDAY: A SONIC IDENTITY FOR NEWCASTLE UNITED AND SELA
SELA is Newcastle United’s front-of-shirt partner and the team behind some of football’s most ambitious fan experiences. WithFeeling partnered with SELA to bring the brand’s “Spectacular Everyday” slogan to life through sound, building a complete sonic identity that runs from a brand track and sonic logo to bespoke variations for Newcastle United, Ramadan, and the wider fan experience.
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SONIC LOGO
THE CHALLENGE
Build a sonic identity that can carry “Spectacular Everyday” across everything SELA touches, from broadcast and digital to live moments at St James’ Park and global fan activations. The sound had to feel modern, confident and unmistakably premium, with enough flex to work on the pitch, in cinema and across cultural moments like Ramadan.
THE APPROACH
WithFeeling built SELA’s sonic identity around three things: a recognisable hero brand track, a short, memorable sonic logo, and a flexible system of variations. The work scales from full cuts for hero films to short stings for social, and stretches into bespoke versions for Newcastle United matchdays, Ramadan campaigns and SELA’s fan-led experiences. One sonic DNA, designed to live everywhere.
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SONIC IDENTITY
THE RESULT
A sonic identity that lets SELA sound as spectacular as it looks. The brand track and sonic logo give SELA a clear, instantly recognisable signature, and the variations let it adapt to any cultural moment. Together they helped SELA and Newcastle United build the world’s most award-winning football partnership.
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