iDidTht: How did this Consol project come about?
Adam: Consol’s agency, Grey Africa, approached me and said they wanted audio branding for Consol that can relate to all the brand’s identities. My passion is getting inside a brand and ripping apart its genetic makeup and I knew I would have to do that with Consol to find their sound. It was also very important for them that the audio mnemonic (that’s ‘audio logo’ for us mere mortals) be made from the sound of glass – it’s a no brainer though because glass is so musical. We had meetings after meetings and went to test the products in the Consol shop – touching the products and then living with the products for about 3 weeks.
iDidTht: How did you know when you finally had the right sound?
Adam: When all the experimenting was done we tried the new sound on different historical Consol ads to see how it would work across all the brand’s content. The feedback was that it all seemed a little bit too musical to be used on a lot of different mediums and a shorter mnemonic would be more fitting. Then we experimented with using fewer notes and eventually we stripped it down to one note. I felt it was clear, precise, and pure. It cut through everything. Sure, theoretically I could have composed that mnemonic in ten seconds, but we had to go from a big musical mnemonic down to a sound design in a way because that note means so much.
The Consol project, although it was a great brief, really shows Howard Audio’s commitment to going above and beyond. After what we could only describe as a masterclass from Adam on audio, we don’t think we will ever NOT think about what a brand sounds like and you probably shouldn’t either…