Story By Belinda Ollervides
When Sound Meets Visual Creativity
In today’s fast-paced digital economy, brands are no longer relying solely on striking visuals to connect with audiences, they’re embracing sound as an equally powerful storytelling tool. That’s exactly the approach Canva, the global visual communication platform, has taken in its latest move: naming music and sound collective OTIS as its exclusive music partner worldwide.
This partnership, which expands on a successful collaboration launched in 2023, underscores how sonic branding is becoming a vital part of a company’s identity, shaping not only what audiences see, but also what they feel.
A Partnership Built on Sound Identity
The relationship between Canva and OTIS began in June 2023, when the collective was tasked with developing a full sonic identity and brand guidelines for Canva. Since then, OTIS has scored five of the platform’s brand campaigns and produced original audio for its live events, embedding sound into Canva’s DNA.
For OTIS, the long-term collaboration represents the kind of creative synergy they strive for. “We’re truly grateful to have built such a meaningful relationship with so many of the talented teams at Canva,” said Camille Yaptinchay, Executive Producer at OTIS. “For us, it’s a dream to work with clients who bring thoughtful, inspiring briefs and also understand the importance of music and sound as fundamental to their brand.”
The Debut Campaign: ‘Put Imagination to Work’
The first campaign under the new exclusive agreement, titled ‘Put Imagination to Work,’ celebrates the power of everyday creativity. The campaign spotlights ordinary work heroes whose imagination becomes a driving force for real-world success when paired with Canva’s tools.
In each vignette, characters’ journeys come alive with unique soundtracks crafted by OTIS, an auditory representation of the moment imagination is unlocked. The music serves not just as background, but as a narrative force, elevating each story into an emotive experience.
“Music adds the emotion and energy that makes campaigns memorable, and OTIS does this brilliantly,” said Cat Van Der Werff, Executive Creative Director at Canva. “With this partnership, people won’t just see our brand, they’ll feel it.”
The Power of Sonic Branding in the Digital Era
The Canva-OTIS partnership highlights a broader shift across industries: the rise of sonic branding as a strategic tool. Just as logos and colors create recognition in the visual space, sound identities help brands resonate emotionally with their audiences. From TikTok jingles to streaming ad scores, sound is emerging as the connective tissue that deepens brand loyalty in an attention-scarce marketplace.
By fully integrating music into its campaigns, Canva is positioning itself not only as a design platform but also as a brand that communicates through every sensory dimension. The move acknowledges that sound is no longer optional, it’s essential.
Designing the Future of Brand Storytelling
With OTIS as its exclusive music partner, Canva is setting a new standard for how brands use sound to amplify their message. ‘Put Imagination to Work’ is not just a campaign title but a philosophy, one that shows how creativity, whether visual or sonic, has the power to transform ordinary moments into extraordinary stories.As companies increasingly recognize that audiences don’t just consume content but experience it, Canva’s investment in music signals where the future of brand storytelling is headed: a multisensory journey where imagination, design, and sound work in harmony.
