Eficode a company known for consulting, training and helping organizations uses innovation and creativity to find that perfect company sound

The European DevOps and Agile company engaged music composers across the world in a unique competition to create the best theme song and jingle.

Eficode, a company known for consulting, training and helping organizations create software better, was on a mission to find the right sounds to describe who they really are.

People that work in software development may know Eficode’s logo and name, but Eficode wanted to engage at a deeper level, through something called “audio branding”.

Why does a company need a sound?

An audio brand (or sound brand or sonic brand) is simply the audio counterpart of a visual identity for a company – logos, colours, fonts and such. It can be different types of audible elements that represent the identity and value of the brand, and distinguishes it from others. People will recognize Eficode more easily in a world that becomes ever noisier. Just think what your own social media feed, or YouTube looks and sounds like.

Eficode realized they needed a theme song and a jingle, and composers that could create these. Thankfully though technology, you can now find aspiring and established talent everywhere. So they launched a competition. And what a success it was.

The world’s first (as far as we know) audio branding competition by a commercial business

Eficode published an open worldwide competition, and promoted it through social media as well as through institutions of musical education. A fun, promotional video gathered well over half a million views, and close to 50 competitors submitted their works. A selection was made by a jury of music professionals and professional amateurs from Eficode, with a consultative voting from all Eficode employees.

And the winner is…

… the hugely talented Sanjin Vošanović from Bosnia and Herzegovina, who won the first prize for both the theme song and the jingle, tells us that “although learning to play an instrument or crafting a song are rather solitary activities, sharing skills and ideas with others are the ingredients that might bring your work to shine”.

The special award was also given to Sammy Abecassis (Supersuit) and rapper Ding Zheng (Sales Rapper).

“We could have simply hired a “professional” composer, and gotten a great result. But here we’re casting a much wider net, add even more creativity, authenticity and diversity to the process, and that worked like magic. And we created happiness and togetherness too.”, says Dila Wollsten, the Video Producer and the project manager for the competition at Eficode.