We started working with Crown back in 2015 and have since been developing and evolving their soundscape for every touchpoint within the brand and building out their overarching audio strategy. This includes everything from brand anthem, audio brand DNA, sonic id and audio ux for all of their product line as well as creating their audio guidelines.

Crown is a private, family owned company so heritage is at the core of their brand. In order to express heritage we recorded strings and piano for a more organic, human leaning sound that is familiar and rooted in history. Innovation was the second brand pillar we wanted to support and did this by creating custom synths that are heavily effected making them sound more future facing. And lastly we wanted to embrace the marketplace that they serve which tends to be more blue collar and value the idea of toughness, grit and hard work. To support this, we utilized heavy drums, distorted basses and deeper tones that tend to ground the resulting audio DNA.