
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.
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Sep 15, 2026
Inside Brand Australia's Sonic Identity
5:05
5:12
5:33
5:40

Brittany RigbyHOST
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

Nick WestGUEST
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.

Nick WestGUEST
I think one thing about Australia, when you think about Australia, we've all got sounds that sort of conjure in our minds.

Nick WestGUEST
It might be the ocean or it might be the sounds of the bush or for some people it might be the desert.
6 MINS LATER