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Nick West

Nick West

Co-founder, creative director and head of brand strategy at Smith & Western, a Sydney-based sonic branding agency; helped create Australia's national brand sonic identity.

Sep 15, 2026

5:05
and then those led to the sonic logo yeah could you talk about the soundscapes first and and could you explain why you started with those
5:12
yeah for sure um so the soundscapes we're really proud of the soundscapes i think it was we rarely get a project where we're able to explore sound in such a way often it'll be a sonic logo or brand music But to be able to dig deep and sort of create a sonic world with soundscapes was such an exciting project to get into.
5:33
I think one thing about Australia, when you think about Australia, we've all got sounds that sort of conjure in our minds.
5:40
It might be the ocean or it might be the sounds of the bush or for some people it might be the desert.
5:45
And that's where the soundscapes sort of permeated into distinct areas.
5:50
So we did the bush and rainforest.
5:53
We did the desert night.

6 MINS LATER

12:00
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