Resonance Crafts Sonic Identity for ADF Careers to Inspire Next-Gen Recruits

Working alongside VML and the Defence Force recruitment team, Resonance was tasked with creating a sonic brand identity for the ADF Careers.

The ADF Careers brand, which was launched last year, brings together the Royal Australian Navy, Australian Army and Royal Australian Air Force recruiting under a single banner.

The sonic assets, which include a long- form brand anthem and an audio logo elevate and enhance the overall ADF Careers brand. It is designed to INSPIRE and IMPACT the NEXT GENERATION of candidates, while showcasing the ADF as a 21st-century career path in today’s competitive employment environment.

The anthem was brought to life in early June with members of the Navy, Army and Air Force bands who performed as a group for the first time, at Studio 301 in Alexandria, Sydney.

Lieutenant commander Andrew Stokes, a percussionist with the Navy band in NSW, leveraged his 17 years of ADF experience to lead the band as the officer in charge of musical direction. 

“Being part of the team to perform and record the ADF Careers Brand Anthem is an exciting opportunity for all of us individually," Lieutenant Commander Andrew Stokes said.

“But we really needed to focus on the job at hand and show how professional and adaptable ADF musicians can and must be, given today is the first time we have all come together as an integrated ADF band.”

James Wills, creative director at VML, said, “It’s not every day you get musicians from all three services together in one studio. It was a unique collaboration that allowed ADF members to be part of the project and provide authenticity to the audio logo and brand anthem. They did an incredible job working with Resonance to bring the score to life and shape their new sonic identity.”

Ramesh Sathiah, creative director of Resonance Sonic Branding, said, “It was essential for this project to capture a sense of purpose that would connect with young people considering a career in the ADF so we developed a contemporary hybrid electronic/orchestra sound that breaks away from traditional military sonic clichés, making it connect with the next generation.”