As Brand Strategist, Creative Director, and Senior Sound Designer, I led the development of Blick’s sonic identity, translating its editorial duality into a cohesive and scalable sound system. The work defines a sonic language where emotional immediacy meets journalistic credibility, built for a digital media brand that reacts, informs, and stays present.

Blick lives in a constant tension between two worlds: the urgency of breaking, emotionally charged headlines, and the depth of trusted, fact-based reporting. Its voice is fast, direct, and expressive, yet anchored in Swiss cultural identity and editorial reliability. The challenge was to reflect both speed and substance in a single sonic system that feels unmistakably local, yet globally relevant.

We noticed a shift in how traditional Swiss spoon playing reappears in contemporary culture, from social media to modern music production. This became a quiet reference point for bridging heritage with immediacy in sound.