A Sounds Life is a charity focused on uplifting people in need by helping them to cope with adversity and stress. A Sound Life approached Toben to help refocus and reshape the brand through strategy and design. As the organisation found itself at a point of incredible growth and growing support, it had an urgent need to sharpen its purpose and messaging – nailing a single, unifying concept, that galvanises the organisation and propels it forward.
Starting off with open ears and an open heart (and extensive interviews), the following strategy unearthed the underlying connective purpose. To date, A Sound Life was very much anchored in music (its founding idea), yoga and meditation. And it became clear that the underlying purpose needed to be rediscovered in order to avoid confusion and fragmentation.
What really sets A Sound Life apart is the firm belief in not just helping people to heal, but in empowering them to heal. As an inspired teacher, “teach a person to surf”, harnessing the healing power of the heart and mind to become more resilient and fulfilled, became the core idea – with music, yoga and meditation programs remaining the tools in delivering this.
The visual brand was shifted from an energetic but colder/corporate look towards a warmer/inclusive vibrant, healing and soothing brand feel. The new logo mark is a nod to the original sound wave, but replaces the sound (practice-led) icon with a broader wellbeing (cause-led) symbol. The brand illustration reflects the organisation’s three deliverables, with photography reflecting the connected and personal grass-roots foundation of the brand.
By shifting from a ‘practice lead’ organisation to a ‘cause lead’ organisation, the new brand sets A Sound Life on its journey from charitable organisation to a social enterprise. And we couldn’t be more happy to have been a part of this journey.