Our Perspective
“This tempo makes people buy.”
“This chord makes people trust you.”
“This sound guarantees recall.”
Too often, confidence is confused with evidence. When sound is judged by gut feel, likeability, or pseudo-science, it only adds more noise into people’s lives.
We exist to help creators put sound into the world that helps rather than harms.
We replace intuition with evidence, ensuring that audio becomes a strategic asset rather than an aesthetic gamble. Brands deserve more than mythology. People deserve more than noise.
We focus on three things:
THE PROBLEM WITH SOUND
When you create sound, you change how people experience the world.
Most brands treat it like an afterthought. Decisions are often justified with confident, sweeping claims. The kind of claims that sound smart, sell fast, and collapse under scrutiny.
01
We view sound as a brand signal. A sonic identity isn’t “nice.” It’s what the brand stands for, expressed through audio.
02
We measure what people feel, not just what they say. Because the most important responses to sound happen below conscious awareness.
03
We respect context. Sound
never lands in a vacuum. It lands in real human moments - busy, distracted, stressed, vulnerable.
We hold ourselves to a criterion that doesn’t show up in a p-value:
Does this sound help or hurt the human experience?
That should be your standard too.
Our Founder
Joe Sauer
Founder & CEO
Describe the team member here. Write a brief description of their role and responsibilities, or a short bio with a background summary.
February 2025 | Podcast
Audio Branding Podcast - Part 2
February 2025 | Podcast
Audio Branding Podcast - Part 1
January 2025 | Blog
The Speed of Human Thought
January 2025 | Podcast
Ad Infinitum: State of Sonic Branding
December 2024 | Blog
The Science of Christmas Songs
November 2024 | Interview
Mindlab Academy | Duncan Smith
