We'd love to know what Christmas sounds like and smells like all around the world, join us on Twitter #sensorychristmas
sensory
ORANGE: Audio Branding guidelines /
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
Sensory Workshops /
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 /
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
GUYS & ST THOMAS': sensory impact /
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