Peloton Lanebreak

Deliverables

Audio UX, In Game Sound Design, Music

Application

Peloton Lanebreak

Project Overview

For the last 3.5 years we’ve been a dedicated partner of Peloton creating all of the audio strategy, brand assets and audio ux spanning product and marketing which informed our approach to the menu sound design, music and in game sound design for Lanebreak

While working on developing the audio ux for Rower, Peloton pulled us into working with them on their new foray into gaming on Bike and Tread.  We worked alongside Peloton’s ux team and their extended gaming partner to create the menu music, menu ux and in game sound design for Lanebreak that helped to bring the game to life.

UX, Sound Design & Music

The approach of creating sound for gaming is typically very different from creating brand or ux sound, but we saw this as an opportunity to extend the Peloton brand palette and add a bit more color and dynamics to engage the players of Lanebreak. Menu music was designed to get the player into a more focussed headspace before joining their workout.  Audio UX uses the foundational palette as all Peloton ux while adding some texture and reactivity for exciting moments like starting a game. The in game sound design is where we took a departure to support the dynamic game play with something rich and ethereal supporting the futuristic, space like environment.

Menu Music & UX

Music & Sound Design

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Lucid Motors

Elevating Automotive Sound Design

Deliverables

Sonic Branding, Strategy and UX Sound Design for Lucid Air

Application

In Car UX, TV Advertising, Digital, Social

Lucid Air Project Overview

Lucid Motors challenged us to match their groundbreaking design with an equally refined sonic identity. Over two years, we collaborated closely with their brand and UX teams to craft a cohesive sound ecosystem for the Lucid Air – representing a new standard in automotive sound design. Our approach has shaped a modern standard for automotive sound design, built around emotion, elegance, and intention.

The Sound of Future Luxury

Designing sound for the Lucid Air meant balancing clarity with character. While usability came first, we also aimed to capture Lucid’s vision of future luxury and intelligent design. We crafted a warm, rich sound palette using layered harmonics, spatial depth, and flowing melodic phrases. Inspired by the idea of air and motion, we wove in natural sonic textures to enhance immersion and reflect the brand’s distinctive voice.

Future Luxury System

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    Melodic Phrasing

    Soft rhodes phrasings that blend together

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    Harmonic Textures

    Harmonic textures that add depth

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    Organic Textures

    Organic textures that give a sense of space and movement

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    Warm Harmonic Beds

    Rich harmonic beds that ground the soundscape

Designing a System for Automotive Sound

The Lucid Air sound system was designed with a high level of detail and intention—building emotional resonance while supporting intuitive driver interaction. From startup sequences to turn signals and alerts, every element serves a purpose. By embedding audio into the overall product design process, we helped Lucid deliver an experience where automotive sound design enhances both usability and luxury.

The welcome experience and ringtone are both longer form key brand moments. For Welcome, we created a melody that follows the 5 letters in Lucid while having a soft, ethereal textures to support the visuals of the car waking up.

Spectrum of Design

Every UX sound ecosystem starts with intent. We begin by mapping interactions along a spectrum – from Branded to Functional, and Calm to Urgent. In automotive sound design, scaling urgency is critical: sound must clearly cue driver response without causing distraction. This framework guides how we shape sonic behaviors across the experience balancing brand expression with functional clarity.

Branded Sounds: More layered, colorful or melodic and longer form.

Functional Sounds: Simplistic, minimal layers, less melodic, shorter form.

Calm Sound: Softer timbre, low to mid range frequencies, slower cadence patterns, longer decay, consonant harmony.

Urgent Sounds: Percussive timbre, higher range frequencies, faster cadence patterns, tight decay, potential dissonant harmony

Spectrum of Design Examples

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    Branded (Welcome)

    Layered, colorful or melodic and longer form

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    Functional (Turn Signal)

    Simplistic, minimal layers, less melodic

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    Calm (Seatbelt Chime)

    Softer timbre, slower cadence patterns, longer decay, consonant harmony

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    Urgent (Cross Traffic Protection)

    Percussive timbre, higher range frequencies, faster cadence patterns, tight decay, potential dissonant harmony

Let’s Talk Automotive Sound Design

Looking to elevate your in-car experience through purposeful sound. We create automotive sound design systems that combine utility, emotion, and identity. Contact us to start building your sonic experience.

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Whisper AI

Deliverables

Audio Brand Strategy, UX Sound Design, Product Sound, App Sound, Audio Logo

Application

Product, App, TV Commercials, Social Media, Digital Content

Project Overview

Whisper AI is a company who is invested in innovating hearing aid technology to be more easily integrated into peoples lives. In 2020, we had the chance to partner with them in creating a cohesive, branded set of sounds that help to bolster the user experience with informative, accessible tones that, at times, add moments of delight.

Design Principles

Key to our effort was setting a strong foundation of research of their primary customer target to better understand what was most important to them and optimizing design around a some key design principles. First, we wanted to create an accessible soundscape to not alarm the user. Second, we wanted  to create a minimal soundscape that is more modern and won’t annoy the user. Lastly, create a soundscape that is easily understood and communicative.

Design System

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    Accessible

    Soft textures that sweep in to not alarm the user

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    Minimal

    Simplistic tones that don’t cause fatigue

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    Communicative

    Melodic phrases that mirror one another to communicate state of device

Process

Before jumping into design, we held a listening workshop with the brand as well as with key stakeholders from their test group to ensure we were designing not only for the brand, but also the people who would be using the device on a regular basis. During our design process we worked closely with the design team implementing and testing files with their test group to refine the sounds to the final set.

Impact

The sounds created for Whisper were a massive addition to their forward thinking approach to better design for hearing aids. Since the launch in 2020, customers have continuously mentioned the sound design as one of their favorite parts of the experience.

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SimpliSafe

Deliverables

Product Sound, App Sound, Audio Logo

Application

Whole Home Security Products: Burglary Sensors, Smart Locks, Video Doorbell, Cameras, Keypad and In App

Overview

Home alarm systems have historically been very unpleasant with high pitched beeps and chimes that irritate and add stress to the home environment. SimpliSafe came to us in hopes of creating a softer, more welcoming experience that further differentiate their brand and product.

Design System

SimpliSafe as a product ecosystem is already years ahead of the competition in ease of use and design so we wanted to play off of that creating an audio design system that had simplicity, warmth and tactility at the core. We balanced airy pads and textures to give a warm and welcoming feel while keeping compositions and instrumentation minimal to not cause too much noise in the home environment.

Design System

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    Startup

    Warm, welcoming texture that drifts away

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    Exit Chime

    Tactile tone that is audible yet not fatiguing

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    Confirmation

    Positive affirmation for successful changes

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    Notification

    Mobile notification that is unique and ownable

Building a more welcoming sound experience for SimpliSafe was step one. Once implemented, we began using the Startup sound as a signature audio logo for advertisements across TV, social and digital to build brand recall and equity.

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State Farm

State Farm: Crafting a Brand Anthem That Lasts

Deliverables

Sound Logo, Brand Anthem, Variations and Audio Brand Strategy

Application

TV Commercials, Audio Advertising, Social Media, Digital Content

Awards

Sound Logo Index: #2 most recognizable Sonic ID

Creating a Brand Anthem

The State Farm jingle has been one of the most iconic melodies in American advertising for over 50 years. As part of a comprehensive brand refresh, we worked with State Farm and Wolff Olins to evolve the original tune into a fully developed brand anthem. The result is a modern audio system that scales across television, digital content, social platforms, and internal communications.

Building on Brand Equity

With over 100 years of brand equity, State Farm needed to update its sound while remaining true to its legacy. With the rebrand, our goal was to position State Farm as a trusted industry leader embracing a bolder vision for the future. With this in mind, we were tasked with maintaining a strong connection to the legacy, building on decades of equity in the original jingle, while moving the brand into a more contemporary space.

We aimed to leverage the equity built by the iconic melody while creating an adaptive framework that allows it to scale in a modern context.

Dynamic Sound Design

Core to the State Farm identity system is the three ovals in their visual logo. As part of the brand refresh, State Farm introduced a more dynamic sense of motion to the brand anthem that allowed us to create a supportive sound design foundation that is adaptable and bold. The three beats followed by the clap adds a level of depth to the hero melody while supporting the idea of connection.

Flexible Sound System

To ensure the brand anthem could live across diverse channels, we built a flexible sound system that balances boldness with warmth and works across emotional tones, media formats, and audience types.

Sound Samples

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    Future Forward

    Bolder, more modern sound design elements that support the 3 rings of their visual id

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    Calming Confidence

    Underlying warm sound pallet that is modern yet timeless

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    Genuine Empathy

    Tonal range that can flex to with a range of messaging

Dynamic Sound Design

Hero Sound Logo

The Outcome: A Recognizable, Scalable Sonic Identity

The final execution of the State Farm sonic identity showcases how unique sound
elements can come together to demonstrate a more modern brand approach that
honors legacy while embracing flexibility. The new State Farm sound logo is heard
millions of times daily across the US and was recently ranked as the second most
recognizable sound logo in the US.

“The overall score was driven by high numbers in recall and familiarity, as well as the highest brand association in the index (81%).”

– Veritonic Audio Logo Index

Crafting the Anthem and Variations

Once we finalized the hero sound logo, we pivoted over to creating the hero brand anthem, variations and sound logo variations to accompany the massive range in messaging State Farm produces for public facing and internal content. Ultimately we created 6 variations for the sound logo and brand anthem that serve as a toolkit for extended use for internal teams.

To the right is the primary brand anthem that was released with the rebrand and below are the sound logo and brand anthem variations.

Sound Logo Variations

Brand Anthem Variations

Let’s Talk About Bringing Your Sonic Identity to Life.

Looking to elevate your your barnd through purposeful sound. We create sound logos that boost memorability, enhances emotion, and supports identity. Contact us to start building your sonic experience.

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Amazon Firephone

Deliverables

Audio Brand Strategy, Product Sound

Application

In Product, TV, Social, Digital

Project Overview

We were tapped to come in direct the Amazon ux design and brand team in developing the core tennets that would drive the entire sound experience and set the foundation for Amazon’s audio brand DNA and their flagship product, the Amazon Firephone.

Brand Communication

For the Firephone, it was important to create an experience that was in line with the overarching Amazon brand while also supporting the features and clean aesthetic presented in their new flagship product. Simplicity, dynamics and depth were our core design tennets that we used to bolster our design that evolved the way designers think of composing for mobile as we know it today.

Brand DNA

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    Dynamics and Depth

    Sounds that evolve over time utilizing effects like delay to add depth

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    Wonder and Discovery

    Layered, ethereal sounds that ebb and flow

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    Simplicity and Elegance

    Simple compositions that are timeless and reflect a cleaner feel

We wanted the sound suite for the Fire Phone to be highly tailored, but also very simple, understandable and context appropriate.

Ringtones

Alarms

Notificatons

UI

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