Brand Australia Case Study

Australia’s Nation Brand was created to amplify the country’s reputation globally, promoting it as a trusted source of premium goods and services, a world-class education provider, a unique tourism destination, and an attractive place to invest. In 2025, the brand toolkit expanded to include sound for the first time, with a suite of sonic resources designed to sit alongside its visual and motion assets.

Working with Houston, we were briefed to create bespoke soundscapes that would represent the diversity and richness of Australia. Importantly, the brief asked us to weave in references to Indigenous heritage while staying true to the nation brand’s values of authenticity, inclusivity, and modernity. The goal was to produce evocative sonic experiences that could travel the globe and help businesses, exporters, and storytellers connect audiences to Australia’s unique spirit.

Our strategy was to create immersive audio that captured both the natural and cultural essence of Australia. The soundscapes were designed to be instantly recognisable as Australian without clichés, respectful of Indigenous heritage, versatile across campaigns and events, and aligned with the Nation Brand’s visual identity. To achieve this, we blended field recordings, sound design, and musical elements inspired by Australia’s landscapes and First Nations traditions.

The final collection featured four studio-quality soundscapes, each transporting listeners to a different part of Australia. From the lush birdsong and rhythmic textures of the bush and rainforest, to the calm waters of the billabong, the expansive atmosphere of the desert night, and the dynamic energy of the ocean and harbour, each piece blends natural authenticity with musicality to create an evocative audio signature that is both timeless and adaptable.

The soundscapes were launched as part of the Australia Nation Brand toolkit, freely available for businesses, exporters, and partners worldwide. They are now being used across digital campaigns, events, investor presentations, and broadcast content. Alongside photography, video, and motion graphics, these sonic landscapes help bring Australia’s story to life in a richer, more multi-sensory way, strengthening global recognition and connection to the brand.