Forever Audio
Insights | Workshop Design & Delivery
Date of Project 2024Forever Audio explored how neuroscience could be integrated into audio branding, supporting the development of sound identities with a deeper understanding of emotional and physiological response.
Insight
Audio branding is inherently intuitive, with creatives drawing on a strong sense of what feels emotionally resonant. The opportunity was to support this process with neuroscience — offering a clearer understanding of how sound influences emotional processing, arousal, and memory, and how these effects might be observed and built in within the creative process.
Approach
I designed and led a neuroscience-informed workshop with the creative team, translating research from the neuroscience of music and sound into frameworks that could be applied directly to audio branding development.
The session explored how music activates reward and emotional processing in the brain, how sound influences the nervous system, and how layered audio cues contribute to emotional engagement and memorability.
To bring this into practice, I introduced EEG testing using a portable headset, allowing the team to measure real-time brainwave responses to different audio branding segments. This created a direct link between creative decisions and physiological response, making emotional impact more visible within the development process.
Impact
The workshop gave the team a shared language for understanding and discussing emotional impact, supporting more intentional creative decision-making.
Introducing EEG testing provided a new way to observe audience response, helping the team reflect on and refine their work with greater clarity. It also opened up opportunities to bring a more insight-led narrative into client conversations — articulating not just what feels right, but why it resonates.
