Sound connects with us emotionally in a way that visuals alone rarely do — it goes straight to how we feel. A brand’s sonic identity is its unique audio signature: sound that expresses personality, supports messaging and becomes instantly recognisable across touchpoints.
Your identity can be a simple signature tone, a full musical palette, or a set of sonic elements that sit comfortably across broadcast, online, events and content.
When developed with care, it sets a brand apart with clarity and consistency, helping people remember and respond to it.
BBC Music sits at the centre of British music culture. From Glastonbury to the Proms, from live sessions to prime-time broadcasts, it spans major national moments and intimate performances alike.
The brief was to create a sonic logo that could support that range of programming. It needed to feel credible across genres, confident without being overpowering, and recognisable within seconds.
Rather than treat it as a simple audio badge, we focused on what BBC Music represents at its core: the emotional lift of performance and the shared experience of listening.
The identity had to feel rooted in live music. Immediate and human. Familiar without leaning toward any single genre or style.
We refined the musical language down to its essentials, developing a compact sonic mark that carries warmth and authority in equal measure.
The final sonic logo works across trailers, idents and broadcast presentation. It is concise but expressive, recognisable without competing with the content it introduces.
A small piece of audio branding designed to represent a broad cultural presence.
It stands as a clear and confident sonic identity for BBC Music across its broadcast and promotional output.
When global experience agency Jack Morton Worldwide approached us to develop their sonic identity, the brief was clear. It needed to feel as confident, witty and honest as the brand itself.
Jack Morton’s work is bold and multi-sensory, built for live environments where every detail has to earn its place. The sonic logo had to reflect that mindset. Distinctive, contemporary and human. A sound that could reinforce their line, “Be Extraordinary”, while building trust and credibility with clients and partners.
We anchored the work in the emotional journey Jack Morton aims to create through experience design: moving an audience from neutral, to engaged, to inspired.
From there, we looked for a sonic language that was simple but impactful, and true to their values of agility, respect and passion. The sound needed to land quickly, feel modern, and still carry warmth.
The sonic logo opens with a clear impact, then shifts into subtle breath and heartbeat elements to echo the human response you feel when an experience properly lands.
We also translated the three faces of the visual logo into a rhythmic structure, helping the sound feel connected to the mark, not just placed beside it.
It closes with a lift of energy that underlines the confidence of “Be Extraordinary”, leaving a sense of momentum without overstating the moment.
A concise piece of audio branding built to support a global experience brand.
Just Add Water works with organisations to help them communicate more clearly and connect more effectively with their audiences. As their name suggests, they build on what already exists, adding the catalyst for growth and development.
With storytelling, empowerment and ambition at the heart of their brand, the sonic logo needed to reflect that sense of progress while remaining light, positive and human.
It had to complement their visual identity and feel like a natural extension of the brand rather than an added layer.
We focused on the rhythm and phrasing of the name itself. “Just Add Water” naturally falls into a four-beat pattern, so we developed a four-note motif that mirrors the way it is spoken.
The musical language needed to feel optimistic and forward-moving. We introduced subtle bubble textures and clean synth tones to reference the idea of water without leaning into novelty.
Simplicity was key. The identity had to feel accessible and confident, not overproduced.
The resulting sonic logo builds from those four notes into a clear C major resolution, reinforcing a sense of uplift and progression.
It is concise, recognisable and rooted in the brand’s core idea of growth.
A sonic identity that supports Just Add Water’s message with clarity and warmth.
Founded in 1904, Brewers Decorator Centres is a family-run business built on community, expert advice and long-standing trust. Their ambition to “make the world a brighter place” is rooted in everyday interactions across their stores.
They needed a sonic logo that reflected that experience. Warm, welcoming and confident. Something that felt authentic to the brand’s heritage while remaining contemporary in tone.
We looked beyond surface branding and focused on what customers actually experience in-store. The friendly greeting. The practical guidance. The sense of leaving with clarity and confidence.
Rather than simulate that atmosphere in a studio, we recorded real sounds at Brewers HQ, working with their team to capture the character of the brand in its natural environment.
Those recordings became the foundation of the sonic logo, grounding it in something tangible and recognisably theirs.
The final sonic identity blends those authentic textures with a bright, forward-moving musical phrase. It feels open and reassuring without becoming sentimental.
The result is a concise piece of audio branding that signals care, expertise and optimism in equal measure.
A sound that reinforces what Brewers has stood for for over a century: trust that you are in good hands.