Westinghouse Case Study

Westinghouse is one of the most iconic and trusted appliance brands in Australia. With a refreshed brand platform "Happy to Help", the brand aimed to break away from rational, category-driven messaging and connect with consumers on a more emotional, human level. The new campaign introduced a tone of voice that was light, unexpected, and warm and needed a sound to match.

Smith & Western were brought in to create a memorable sonic identity that could distill the Happy to Help platform into something instantly recognisable. The core brief was to develop a distinctive sonic logo that felt approachable, human, and uplifting with enough charm to become part of Westinghouse’s long-term brand assets.

We started with the heart of the brand platform: the line “Happy to Help.” Our idea was to turn this simple phrase into a melodic hook, short, catchy, and sung with warmth and clarity. The goal was to create something that felt genuinely helpful, not transactional; memorable, but never pushy. The sonic logo needed to flex across advertising, in-store, online, and internal comms.

We composed a three-note melodic motif set to the brand line “Happy to Help,” performed by a female voice with just the right mix of personality and polish. It’s singable, distinctive, and emotionally resonant, instantly lifting any touchpoint it appears in. The sonic logo launched as part of the brand’s major TV campaign featuring a Grey Morwong fish wreaking havoc at a dinner party, until Westinghouse quietly saves the day. A bold, playful film that subverts category conventions and one where sound plays a key role in both branding and storytelling.

The sonic logo is now part of Westinghouse’s full brand expression, used across paid, owned and earned media. From TV and radio to retail, digital and internal channels, the Happy to Help melody is helping Westinghouse shift perceptions and build long-term emotional connection with its audience. As the campaign continues to roll out, the brand now has a distinctive sound signature that’s unmistakably theirs, simple, sincere, and built to last.