Using sound to cut through the noise: Here Design’s Josh Shires demystifies audio branding

From the irresistible, unshakeable jingle in a commercial to a powerful recurring leitmotif in a film, sound is more than just a form of communication – it’s an intense, immediate catalyst, capable of evoking emotional and physical sensations. By that logic, surely it should be considered a fundamental pillar of a brand? Josh Shires, the Audio Director of London-based agency Here agrees. With several years of experience working with music and sound, he knows a thing or two about what sticks in our heads, what lifts the mood, what conjures a memory, and how these can be effectively created and utilised within a brand’s world. In this enlightening conversation, Shires traces his journey to his current position and unravels the process behind creating a distinctive sonic identity and framework – the unique, resonant voice of a brand. PT: Hi Josh! How are you? JS: I’m well, thanks. Appreciate the opportunity to chat.