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we are audio branding agency

We define the sound of Australia’s leading brands.

We create distinctive audio assets for every touchpoint by translating what makes your brand unique into sound, voice, music, and melody.

As audio brand strategists, composers, and sound designers, we know the triggering power of sound and how to use it.


From unmistakable sonic logos and timeless jingles to music tracks and voiceovers, we work in harmony with your brand, delivering the connection, emotion, and powerful high-volume brand recall that only sound can produce.

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Brand DNA Audio creates memorable Brand Asset that become synonymous with Flight Centre

Their The Flight Centre jingle / sonic indent has helped build a memorable and emotional connection with the Flight Centre brand and our audience for many years.

The Flight Centre jingle / sonic indent has helped build a memorable and emotional connection with the Flight Centre brand and our audience for many years.

DARREN WRIGHT

Global Marketing Manager, Flight Centre

Brand DNA Audio perfectly captured Flora ProActiv’s essence like no copy ever could.

Their Reimagined ‘A Good Heart’ soundtrack is a masterful example of how  a brand can use music to connect with its audience on an emotional level, as well as weave core brand credentials (a heartbeat in our case) through the score.
A great outcome for Flora ProActiv, and a great local example to influence our global brand leads on the Importance of a sonic logo.

Their Reimagined ‘A Good Heart’ soundtrack is a masterful example of how  a brand can use music to connect with its audience on an emotional level, as well as weave core brand credentials (a heartbeat in our case) through the score.
A great outcome for Flora ProActiv, and a great local example to influence our global brand leads on the Importance of a sonic logo.

ANITA HANCOCK

Head of Marketing, Upfield – Flora

What is Audio Branding?

A logo is what people see. Audio branding – or sonic branding – is what people hear.

It is the unique collection of memorable sounds that people instantly associate with your brand.
Used consistently, your audio branding becomes a synonymous audio trademark, enhancing your distinctive brand assets for a complete audio and visual experience for every type of brand encounter and platform.
WHY USE AUDIO BRANDING?

Sound seeps into our subconscious and elicits emotion

That’s why the world’s best brands champion audio assets. Ears are always “on” and sound is universal – making audio branding the no-barrier way to reach an audience anywhere, anytime.
HOW WE DESIGN YOUR SOUND

Successful audio branding starts with understanding the brand essence & how it is formed.

   

From this comes the audio branding strategy – the where, why, and how a brand will be heard for consistent, long-term recall. And then we start to play, composing every element to ensure it will be as familiar in future as it is today.

We create your unique soundscape through our intuitive, collaborative ECHO process that deep-dives into your brand’s DNA:

From this comes the audio branding strategy – the where, why, and how a brand will be heard for consistent, long-term recall. And then we start to play, composing every element to ensure it will be as familiar in future as it is today.

We create your unique soundscape through our intuitive, collaborative ECHO process that deep-dives into your brand’s DNA:

Explore
create
HEART
orchestrate
Explore
HEART
create
orchestrate
audio branding services

We create the audio assets that complete your brand presence.

You have the colours, the logo, the tagline, and the tone – now you need the sounds. All your new audio brand assets come with
crystal clear audio branding guidelines for consistent integration into your marketing activity and brand governance strategy.

Our audio branding services include:

sonic logos
product/ux sounds
music
jingles
anthem
sonic logos
product ux/sounds
music
jingles
voice
anthem
AUDIO BRANDING PROJECTS

Our famous sonic brands & memorable campaigns.

Explore some of our most well-known audio branding and audio logo work.

 

News Corp

Sonic & Visual Logo

Challenge
An audio and visual brand identity that would singularly represent everything News Corp produces – from TV news to magazines – in the minds of millions of Australians.

Strategy
News Corp is all about human connection. How does this sound and look? We developed a tri-tone audio logo to accompany a new, dynamic visual logo. Starting with a rising synthesiser sweep to build excitement and anticipation, it features a Waltz middle signature to signify union, closing with a final, impactful drum trigger to match the unfolding visual logo reveal.

Impact
News Corp now has consistent, strong, long-term brand assets that link multiple touch points and unite consumers within one media corporation.

Flight Centre

Brand Track & Sonic Logo

Challenge
A new brand track and sonic logo to replace Flight Centre’s old ‘Call Flight Centre…’ jingle, that would reflect the digital ways consumers book flights and amplify brand recognition across its many touchpoints.

Strategy
The sonic logo needed to be short and snappy for stickiness with today’s scrolling consumers. We created a fresh new ‘Flight Centre’ sound, with sing-song brand name repetition for maximum recall. The brand track is all about its aspirational far-flung destinations, set to rhythmical lyrics and catchy beat.

Impact
Flight Centre has successfully used the new sonic logo and brand track across its marketing and booking platforms year-on-year, resulting in consistent, powerful, and unmistakable brand recognition.

Steggles

‘Turkeys’ Brand Anthem

Challenge
Turkeys might not be the prettiest birds – but they are a beautiful, protein-packed dinner option. Steggles wanted to get the ‘ugly but good for you’ message out to boost turkey sales, particularly amongst health-conscious, workout-loving consumers.

Strategy
We turned the concept of ‘ugly but good for you’ into full length workout tracks for the gym, uploading the songs to streaming platforms such as Spotify. We covered all genres – including German Electronica, Rock, Hip Hop, and Pop – allowing the songs to take a humorous and memorable approach to how we see turkeys.

Impact
Our Steggles turkey tracks won major industry awards Sirens and APRA and made people flock to follow Steggles online, resulting in significant engagement uplift and, of course, turkey awareness.

tk maxx

Brand Soundtrack & Voice Strategy

Challenge
Turkeys might not be the prettiest birds – but they are a beautiful, protein-packed dinner option. Steggles wanted to get the ‘ugly but good for you’ message out to boost turkey sales, particularly amongst health-conscious, workout-loving consumers.

Strategy
We turned the concept of ‘ugly but good for you’ into full length workout tracks for the gym, uploading the songs to streaming platforms such as Spotify. We covered all genres – including German Electronica, Rock, Hip Hop, and Pop – allowing the songs to take a humorous and memorable approach to how we see turkeys.

Impact
Our Steggles turkey tracks won major industry awards Sirens and APRA and made people flock to follow Steggles online, resulting in significant engagement uplift and, of course, turkey awareness.

my muscle chef

Brand Soundtrack & Voice Strategy

Challenge
A memorable soundtrack to rebrand ready-meal maker My Muscle Chef. Initially for a TV commercial, they needed a music track and a ‘jingle’ ending that would be a new, ongoing audio brand asset.

Strategy
We created an 80’s power ballad that would appeal to My Muscle Chef’s diverse audience. The end jingle sting was a group vocal, topped off with a recognisable microwave ‘ding’.

Impact
The success of the jingle and campaign resulted in multiple commercials, social media shares, and meal sales uplift. The audio asset was so impactful that it has been incorporated into other parts of the business.

the imposterous podcast

Podcast Brand Anthem & Voice

Challenge
An opening anthem for The Imposterous podcast – a series that delves into imposter syndrome and the curses and blessings it inflicts on many famous leaders and creatives.

Strategy
Given the topic of imposter syndrome, we explored the senses and feelings this evokes. Who are we really, and what hides in the shadows? Filled with images of dark alleyways and lurking spies, we created a track influenced by world music styles with a distinctive nod to Middle Eastern mysteries.

Impact
An intimate, sophisticated, and captivating soundtrack that commands attention – with many listeners reportedly pouring a dry Martini as they settle into each episode.
AUSTRALIA’S AUDIO BRANDING AGENCY, SYDNEY
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