How Smith and Western's Website Relaunch Offers a Sonic Branding Masterclass
Smith and Western, renowned specialists in sonic branding, have unveiled their newly redesigned website amid a series of global client wins.
Smith and Western’s Dan Higson explains to LBB how the new website simplifies the user experience by enhancing navigation and showcasing their comprehensive sonic branding expertise.
The site features immersive audio elements, including curated soundscapes and interactive case studies, where a sonic logo and brand track enhance a brand's multiple touchpoints.
With over a decade of expertise in creating impactful audio experiences, Dan discusses how the new platform showcases its wide-ranging capabilities, enhances user experience, and aligns with the company’s long-term goals.
LBB> What were you hoping to achieve by redesigning the Smith and Western website?
Dan> We previously had two different websites - one featuring our music composition and audio post work and one showcasing all our song branding work - clients were finding this confusing and a little complicated. So with this new Smith & Western website, we aimed to simplify things and create a more engaging, user-friendly, and visually appealing universal platform that effectively covers all our expertise whilst putting sonic branding front and centre. The redesign was intended to improve navigation, showcase our portfolio of varied work, and provide valuable resources to current and prospective clients. Our goal was to reflect our innovative approach and establish a stronger digital presence that aligns with our brand identity.
LBB> How does the new website reflect Smith and Western’s expertise in sonic branding?
Dan> The new website features an immersive audio experience that highlights our sonic branding capabilities. From the moment visitors land on the homepage, they are greeted with carefully curated soundscapes that demonstrate the power of audio branding. Interactive case studies and audio samples allow users to experience firsthand how we create unique sonic identities for brands. Additionally, detailed content about our process, tools, and industry insights reinforces our position as experts in the field.
LBB> What are some examples of how Smith and Western have successfully integrated sonic branding into a client’s project?
Dan> One notable example is our work with nib Health Insurance, where we developed a distinctive sonic logo and brand track that significantly enhanced not only their latest TV campaign but the tracks we created (all featuring the same melodic hook) are also being used on hold, in-app, digitally and on radio, across the whole brand experience.
This sonic branding strategy improved customer engagement and strengthened brand recognition through consistent and memorable audio cues. We're currently working on a new project with one of Australia’s biggest brands which has involved creating a distinctive sonic logo and a comprehensive audio strategy for a mobile app, including a sonic tool kit of notification, activation and alert sounds. We cannot wait for our latest work to be revealed in the market.
LBB> How do new client partnerships influence the content and features of the new website?
Dan> New client partnerships provide valuable insights that help us tailor our website content and features to meet evolving industry needs. We demonstrate our versatility and ability to deliver custom sonic solutions across different sectors by showcasing a diverse range of case studies and client testimonials. Additionally, feedback from new clients will no doubt lead to the introduction of new resources and interactive elements on the website, enhancing its overall value and usability as we move forward.
LBB> How does the new website enhance the user experience for existing and prospective clients?
Dan> The new website offers streamlined, intuitive navigation that allows users to easily find information and explore our services, providing a richer and more engaging experience. For prospective clients, we have created some exciting password-protected backend stuff that has been incorporated into the website, helping to facilitate their journey from inquiry to partnership.
LBB> What feedback have you received from users since the launch of the new website?
Dan> Feedback has been overwhelmingly positive. They love it! It seems users like the modern ‘familiar' design, intuitive navigation, and immersive audio elements. Clients have specifically mentioned that the case studies clearly understand our capabilities and how we go about things. Prospective clients have found the information well-organised and accessible, making it easier for them to envision how we can meet their needs. People have really appreciated how professional our website looks and how well it captures the heart of Smith & Western’s brand and our unique approach
LBB> What message do you hope to convey to potential clients who visit the new website?
Dan> We want potential clients around the world to understand that Smith and Western are at the forefront of sonic branding, offering unparalleled expertise and innovative solutions. The message is clear: we are passionate about the power of sound and its ability to transform brand experiences.
We aim to convey our dedication to creating unique, memorable audio identities that resonate with audiences and drive brand success. Ultimately, we want visitors to feel confident in our ability to elevate their brand through strategic and creative sonic branding. Let’s get loud!
