Our Story
Smith & Western is a ground-breaking sonic branding agency, renowned for our expertise in sound design, music composition, and audio strategies for global brands. Established in 2010 by Nick West and Dan Higson, we have evolved into an award-winning force, reshaping how brands are experienced and remembered through sound.
We create bold, distinctive sonic identities that span every touchpoint. From unforgettable sonic logos and cinematic brand tracks to immersive in-store experiences, behaviour-shaping UI sounds, and compelling brand voices. Every project blends artistry with strategy, ensuring our sound not only moves people emotionally but also drives measurable brand value.
We exist to help brands be heard, not just seen. In a world of noise and sameness, we believe sound is the most powerful way to cut through, connect, and stay memorable. We stand for creativity with strategy, artistry with intention. Every note, beat, and voice we craft is built to strengthen brand identity, drive recognition, and spark emotional connection.
Our edge lies in the way we blend science and art. Using deep research, cultural insight, and our proprietary SonicBoom process, we translate a brand's identity into a sonic blueprint that is distinctive, flexible, and globally scalable. It’s not just music, it’s a strategic tool that helps brands move people and move markets.
Our deep network of composers, sound designers, strategists, and musicologists combine cultural insight with world-class creativity, shaping how brands are heard, remembered, and loved.
Nick understands how sound propels brand success, recognising its pivotal role in conveying a brand's personality. His contributions have been instrumental in shaping the sonic identities of many renowned brands worldwide, including those with roots in Australia. He Co-founded the acclaimed sound studio, Smith and Western, in 2010 and has curated soundtracks for countless projects, showcasing his decades-long expertise as a composer, sound designer, and creative director. Nick consistently brings a depth of knowledge and skill to every project he undertakes.
Dan has spent a lifetime immersed in the music industry. For over 25 years, he has specialised in sonic branding, helping brands amplify their identities through music and sound. As the founder of Smith & Western, based in Surry Hills, he leads a talented team creating bespoke sonic identities and soundtracks for global clients.
Awards
- TRANSFORM AWARDS ANZ SILVER 2024 SONIC BRANDING McDonald’s "The Original Mouthful"
- CANNES LIONS SILVER 2024 BRAND ACTIVATION & EXPERIENCE McDonald’s "The Original Mouthful"
- AWARD AWARDS 2023 SILVER MUSIC COMPOSITION Belong "Thummit"
- ADFEST 2023 BRONZE MUSIC COMPOSITION Coopers "Roll On"
- AGDA 2021 DISTINCTION AWARD Oculus
- AGDA 2021 MERIT AWARD Bank West
- AGDA 2021 MERIT AWARD Finch
- AWARD AWARDS 2020 FINALIST SONIC BRANDING Event Cinemas
- BRITISH LIONS 2017 GOLD AWARD SOUND Temptations Treats "Keep Them Busy"
- AWARD AWARD 2017 BRONZE AWARD BEST MUSIC Tourism Queensland "I Know Just The Place"
- AWARD AWARD 2017 GOLD AWARD CHARITY Parkinson's NSW "The Lucky Ones"
- PROMAXBDA 2016 GOLD BEST MUSIC Happy Birthday David Attenborough
- CANNES BRONZE LION 2016 HEALTH + WELLNESS Parkinson's NSW "The Lucky Ones"
- PROMAXBDA SILVER 2015 BEST REALITY I’m A Celebrity Get Me Out of Here
- SPIKES ASIA BRONZE 2015 FILM CRAFT Nutri-Grain 'Unstoppable'
- PROMAXBDA SILVER 2014 BEST REALITY I’m A Celebrity Get Me Out of Here
- SPIKES ASIA GOLD 2014 RADIO VW Spare Parts 'William Tell’
- SPIKES ASIA SILVER 2014 RADIO VW Spare Parts Campaign
- AWARD AWARD 2013 RADIO Up to 30-sec VW Spare Parts 'William Tell'
- AWARD AWARD 2013 RADIO CAMPAIGN VW Spare Parts Campaign
- AWARD AWARD 2013 RADIO BEST Use of music VW Spare Parts Campaign
- ADFEST 2013 BEST MUSIC Toohey's Five Seeds
- APRA SCREEN AWARDS 2013 BEST MUSIC TIGER BEER 'Rise of the Megacity'