ACTIVE MINDS: Scentscapes by claire sokell thompson

 

Active Minds develop activity products to assist people with dementia. The newest product is Scentscapes, a series of kits with sounds and smells designed to spark conversation, encourage relaxation and evoke pleasant memories. Vetyver were commissioned by Active Minds to create the soundscapes for the product.

Hearing and smell are the last senses able to engage people living with dementia. As dementia progresses it becomes more and more difficult to relate to the world around in a meaningful way. The power of soundscapes to conjure memories of the past is incredible, particularly when paired with scent. The combination can instantly transport people, stimulating memories and conversation that would otherwise have been difficult to reach.

The trick to creating genuinely transportative, evocative soundscapes is authenticity. The challenge here was that the world we we are recreating is one lost to history and largely undocumented. The world of domestic everyday situations from the 1950s and 1960s was an acoustic world devoid of mobile phones, computers and air traffic congestion. The materials used to make everyday products have in many cases changed dramatically over the last 50 years. Put simply, life sounded different. We strived at every opportunity to use equipment which was to authentic to the era. We achieved this through careful and close listening of our recording environments and by using authentic props and equipment. In order to achieve control and authenticity, all of the soundscape elements were recorded separately.

We paid careful attention during editing to ensure each soundscape was authentic and specific to a given situation, yet open enough to coax memories from the huge variety of the listeners' lived experiences. We think of the soundscapes as a blank canvas onto which the listener can project their own memories.

The other thing we had to consider is the way in which people with dementia listen to, and understand the world around them. The pace of the soundscapes is gentle and moves slowly to allow listeners to adapt and find their place within the accessible and resonant storylines. Active Minds worked in very in close collaboration with care homes in the development of the product and we benefited from extensive feedback during the editing process from the people who would eventually be using the product. This was very important to us and it is a privilege to work with a team so dedicated to creating a product which works and will truly make a difference to people’s lives.

A sample of some of our work can be heard on the player above.

Both the ‘At Home’ and ‘In the Garden’ Scentscapes can be purchased here. ‘The Tool Shed’, ‘In The Garden’, ‘At The Seaside' and 'Trains' coming soon.

Active Minds have put together a fantastic video with some more information on the project. Watch it here and take a look at the their other work an products here

Vetyver also composed and produced bespoke branded music for Active Minds which was used in the final mix.

To speak to vetyver about your project please get in contact, we’d love to talk. feel@vetyver.co.uk

 

 


 

ORANGE: Audio Branding guidelines by claire sokell thompson

At Orange, we developed Worldwide Audio Branding guidelines. This began with a worldwide multi-channel Sonic Audit, exploring how the brand sounded across retail, IVR menus, digital interfaces and handsets as well as advertising and communications - worldwide.

Once we had established how the brand was actually sounding we addressed key issues such as:

  • Should the brand have a sonic mnemonic?

  • What voice / voices are right for the brand? Should it be a recognisable or famous voice?

  • What music is right for the brand? What is the sonic palette? What is the requirement for functional sounds? How should they sound?

  • How should sound work across channels? How different should that be in different countries?

  • How can it be used to support storytelling and the brand narrative?

  • What are the possibilities of sound We developed a worldwide audio strategy for the brand and then progressed to defining how the brand should sound.

We explored how the Orange brand values translate into music, voice and sound, establishing a sonic palette with instruments, soundscapes, music samples and some composed music. We also developed a set of guidelines to accompany the sonic moodboard, enabling worldwide agencies choose and compose appropriate music for the brand. The aim was to provide some guidance on how the values translate into sound whilst allowing for the innate creativity and innovation at the heart of the brand.


The final phase of the project was to compose some audio assets including a full set of functional sounds.

 

To find out more about Sonic Strategy and Audio Branding please get in contact, we’d love to talk. feel@vetyver.co.uk

 

ROUNDHOUSE: Synes by claire sokell thompson

Vetyver collaborated with Nick Ryan, The London Contemprary Orchestra and Quayola & Sinigaglia to create a truly multi-sensory performance for Imogen Heap's Reverb Festival at The Roudhouse.

Nick Ryan, musician and audio specialist, is well known for his work across the fields of film, animation, TV, interactive and is at the forefront of technology and sound design. Nick experiences ‘Sound-to-colour Synesthesia or ‘Chromesthesia’, where sounds involuntarily evoke an experience of colour in his imagination.

This has had a huge influence on his work as a composer and in his piece “Synes", where he worked with us and  visual artists Quayola & Sinigaglia to explore his synesthesia. The music was performed by the London Contemporary Orchestra and transformed into a multi-sensory experience with live visuals and environmental scents.

We were invited to consider how the sense of smell contributes to both the creative composition process and the final performance, working with Nick to explore this sensory stimulus and push the boundaries of what constitutes an multi-sensory experience. Through a series of consultations and workshops, scents were developed to inspire Nick and the musicians during the composition process and to be used as part of the live performance.

Scenting performance on a large scale has always been problematic and we designed custom-build technology to achieve something really effective that makes use of The Roundhouse’s unique space. It enabled the possibility of scoring the performance so different smells work at different points in the performance in sync with the music and visual scores.

Sensory Workshops by claire sokell thompson

 

Sensory experiences help teams access memories, emotions and ideas, offering new ways to access and express their creativity. We often visit creative agencies to help their teams think outside of normal working practices and learn to unleash the power of the senses. The sessions are interactive and can be flexible to suit the needs of the agency.

We recently visited RPM to spend a lunchtime looking at the power of smell. Specifically, how it can be used in conjunction with the senses of sight and smell to create a specific mood and sense of place.

Firstly, participants listened to an atmospheric soundscape created by Vetyver and were asked to imagine a scene, a place or memories the soundscape evoked. The team took us through forest fires, to a childhood summers on the beach, to a glacier and then to dinosaurs on the moon.

Then came the fun part. The team spent time working together to experiment and combine different scents with the aim of coming up with one which matched the narratives and places imagined by them. Then we played the soundscapes with different visuals completely altering their perceptions and creating new narratives - we could have started all over again!

As is always the case with smell sessions, the activity really captured the imagination of the people involved. 

To enquire about a workshop where you work, please get in touch. feel@vetyver.co.uk

Sensory beer tasting by claire sokell thompson

Drinking is one of the truly multi-sensory pleasures of this world and recently we were asked by a leading beer brand to consider the way that the senses can be engaged to heighten the taste experience of their product.

Different types of music, instruments, words, smells and colours can alter the way our brains process the world and can be used to heighten, diminish and change our flavour perceptions.  The drink itself doesn’t change, it is merely our perception of it —  how the brain interprets the information.

We designed soundscapes, sensory experiences and smells appealing to specific attributes of their beer and tested the theory in workshops with agency and brand ambassadors.

Did you know? A higher pitched song will make people taste the beer as sharper, fresher and different tempos and instruments also affect our perception of taste. The participants found that some smells highlighted the presence of certain flavour components in the beer, while others provoked revulsion or obscured the taste completely. Would you imagine cucumber or chives would be the scents that you would pair with beer?

As with all our work, it’s the application of the senses and how the brand experience FEELS that is most important. 

Workshops offer the opportunity to test the theory and refine our work, whilst sharing with others. Vetyver offer a number of sessions which give brands and agencies the opportunity to learn about what we do and get creative thinking about the possibilities of sensory marketing.

Get in contact with us to find out more feel@vetyver.co.uk

How does your brand feel? by claire sokell thompson

Sensory design is powerful, it goes straight to the heart. At Vetyver we unleash the power of sound, smell, taste, touch, words, and experience to create multi-sensory brands, experiences and events.

Engaging the senses appeals directly to our emotions and memories, creating stronger connections. We work with brands to define how they feel and how they should be experienced through our strategic and creative work. 

To Illustrate our point, we have put together a short showreel, detailing our approach to sensory branding and introducing a few examples of our work. 

PERONI: Profumo di Roma by claire sokell thompson

Vetyver worked with Odette Toilette to create soundscapes for a multi-sensory event at the house of Peroni House.

We travelled to Rome to record create bespoke soundscapes edited into a audio walk through 1960s rome which we’re paired with scents for truly immersive experience before Odette spoke about the history of ancient perfume and gave people the opportunity to create their own bespoke solid perfume to take home.

GUYS & ST THOMAS': sensory impact by claire sokell thompson

GSTT Cancer Care under construction

Considering the sensory environment within a hospital is a critical part of experience and engaging the senses has an important role to play in the recovery process. We are working with Guy's and St Thomas' Trust, the Dimbleby Centre, staff, patients and families to research and audit the sensory impact of cancer care and hospital environments. We were commissioned to research the impact of the senses within a hospital and develop creative concepts for a contemplation room and for sensory interventions and installations throughout the unit to improve the environment, care and experience.

To find out more about Sensory in Healthcare email feels@vetyver.co.uk 

FOYLES: Multi-sensory exhibition by claire sokell thompson

We were commissioned by Future City to collaboarate with Jason Marks and Timorous Beasties to create a multi-sensory exhibition for Foyles Gallery.  

We love Jason's work described beautifully by Caroline Roux in How To Spend It http://howtospendit.ft.com/art/334-breaking-the-mould

HENDRICKS: The great phantasmagorical excursion by claire sokell thompson

The world's most spectacular top hat

The world's most spectacular top hat

Experience being the first fish to traverse the celestial cosmos (and other stories). Brilliantly scripted, this crazy concept campaign goes from bar events to digital campaign. We collaborated with Gravity Thinking to create a playful, disorientating sonic brand experience. A great examples of sensory branding including theatre, tone of voice, audio, visual and experiential. Great client, great brand. Now up for Yellow Pencil Design Award. *crosses fingers*

Gallery soundscapes by claire sokell thompson

A really lovely project. Insightful, inspiring and intelligent in approach, joyfuy in its execution. Oh and two opposing opinions: It's Nice That being, well, nice http://www.itsnicethat.com/articles/national-gallery-soundscapes and The Guardian being scathing http://www.theguardian.com/artanddesign/2015/jul/12/soundscapes-review-feeble-wrong-headed-national-gallery-worst-idea

Feel the love by claire sokell thompson

Interesting article in Harvard Business Review exploring the commercial value of conneting with customers emotionally. Their assessment is that when companies connect with customers’ emotions, the payoff can be huge. What they don't explore is the power of engaging the senses to create emotional connections which is a shame given that stimulating the senses is one of the most direct routes to emotional appeal. 

https://hbr.org/2015/11/the-new-science-of-customer-emotions?referral=00205&cm_mmc=email-_-newsletter-_-bestofissue-_-bestofissue_date&utm_source=newsletter_bestofissue&utm_medium=email&utm_campaign=bestofissue_date

 



Smelly cities by claire sokell thompson

Kate McLean Smell Map of Amsterdam

We are excited to be contributing to a book about designing for smell in memory of the inspriational Victoria Henshaw, with Kate McLean amongst other editors. Here's a comprehensive article about her work in The Guardian, including her latest project in Singapore.

http://www.theguardian.com/cities/2015/oct/07/smell-amsterdam-cannabis-odour-mappers-kate-mclean

Sensory Shudder by claire sokell thompson

Red Velvet Oreos

The gap between a cupcake and a cookie is slim, so why does this just seem so wrong? For most, the Oreo brand is firmly rooted in childhood and our adult foray is based on nostalgia.

Oreos hop the divide from childhood to adulthood as a trip down memory lane and as an ingredient in puddings. But to adopt the mantle of red velvet just doesn't work.  Is it because Red Velvet cakes are an adult concept, rooted in seduction, or is it because Red Velvet cakes already teeter on a sensory line between divine and vile? The sensory conceipt of heavy fabric, stem roses and blood render them almost inedible, but the lightness of cake, purity of snow and butter clouds seem to pull Red Velvet back from the brink of the macabre. 

Not so with the Oreo. Hard, artficially flavored, cream cheese flavored 'creme', sandwich biscuits. Red. Sensory Shudder. Limited edition a good move wethinks.

FOYLES: An ode to A Rebours by claire sokell thompson

Vetyver collaborate with leading artists to create a multi-sensory exhibition Shaun LeaneTimorous BeastiesFabien CappelloTom PriceStudio GlitheroStudio Swine, Jason Marks,Leigh CameronEmma Yeo, Peter Saville for Dovecot Studios and Alice Cicolini.

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