A sequence of sounds and sound effects chosen as the background of the speaker. The radio liner aims to advertise the name of a brand or company, interpret slogans or customized messages. At Audioitalia we accompany clients in all phases of the liner project, from design to construction. We study the sound branding so that the client can identify himself/herself in the song chosen, by offering more options with various sound effects. We also carry out voice casting to choose together the voice that best suits the message to be communicated, creating word games with particular tones of voice to entertain and attract the attention of listeners. Thanks to an initial consultation with the client, we create a strategy that combines creativity and operations.