How do you even start to figure out what a whole country should sound like? What was the problem you were trying to solve? So it

is a huge process, and it really goes back to 2017.

So Australia had an enormously successful international brand for tourism.

and very, very well known for our beautiful natural landscapes, our incredible tourism destinations, but there was a real gap in our reputation.

What about our science and innovation, our technology, our businesses, our agricultural tech, our food and wine? And it was actually businesses and industry calling for a national identity that's not just focused on tourism.

So there was really a big gap in terms of our international reputation.

And if we wanted to stay competitive and keep building our economy, then businesses wanted to have a unified front for Australia internationally.

so i love that now that the soundscapes exist now that the sonic logo exists sarah where will people encounter it how are you going to use these as these glorious assets that you've made thank you