Work > Zetland
In a media landscape defined by speed, noise and lack of trust, Zetland deliberately slows things down and offers an alternative. Unmute developed a bespoke sonic identity that translates Zetland’s editorial mission into sound and gives the brand a clear, human presence across platforms. The result is a flexible design system of brand assets for podcasts and other audible content, ensuring consistency, recognition and a distinctly Zetland sound wherever the brand is heard.
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A sonic anchor for a restless decade
We are living through a period of historic upheaval. Ideals are being challenged and long-standing alliances are dissolving. In times like these, clarity matters. Designed to act as an anchor in an increasingly noisy world, the sonic identity is built around Zetland’s core belief in understanding before reaction. Unmute created a fictive Zetland Ensemble - a small, human-scale orchestra designed to perform the entire sonic identity. Using primarily acoustic instruments, like an iconic clarinet, the ensemble creates a warm, attentive sound that fosters listening rather than demands attention. Playful and slightly rebellious in character, the music reflects Zetland’s curiosity for what lies beneath the surface.
At the heart of the identity sits the sonic logo: a short, distinctive audio stamp designed as an audible counterpart to the visual logo. Performed by the ensemble as a collective rather than a solo voice, the signature embodies Zetland’s commitment to dialogue, shared perspective, and journalism as a collaborative act of understanding.
