Having played a key role in shaping the University’s brand identity alongside Lippincott, Fuller brought an in-depth understanding of the brand’s tone, positioning, and aspirations to the project; while Sonar Music, renowned for crafting original and emotive sound designs, contributed their expertise in creating compelling brand stings, with past collaborations including high-profile brands like NRMA, Allianz, and 7-Eleven.
The creative process was highly collaborative, bringing together key stakeholders from across Adelaide University, along with the creative team at Richards Rose, and members of the University’s reference group to work together with Fuller and Sonar to define, review, and refine the sonic brand through the following key developmental stages: Sonic Brand Discovery; Strategy Workshop; Composition Phase; Final Selection; and Adaptations.
During the Sonic Brand Discovery phase Fuller collaborated with the University to gather key brand and usage information, and then worked with the Sonar Music team to provide an initial understanding of the brand.
All stakeholders then attended an initial Strategic Workshop where discovery information was reflected upon, and further information was gathered from the group to define the brand’s sonic essence and inform the creative brief.
Based on the workshop insights, Sonar, under Fuller’s guidance, commenced creative exploration for the sonic brand and developed multiple compositions that reflected the University’s identity.
Through a series of three listening and feedback workshops, all key stakeholders were presented with an initial selection of sonic mnemonics to review. Through numerous rounds of feedback, a final sting was chosen to develop further for final review.