Music, Sound & Sonic Identity

Becky Wixon

About

Becky Wixon is a Creative Director, Sonic Strategist and Composer driven by the transformational power of sound.

Work

Original music, re-records and sound design for campaigns, games, film and branded content.

Composition reel

Specialising in soul & funk, indie and electronic compositions.

Now playing

Funk/Dance

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Selected Work

Sonic Identity

Hinge Health

Brand sound system

Building distinctive sonic identities through strategy, creative direction and production.

Complete sonic identities

End-to-end sonic branding - from strategy and creative direction to composition, production and rollout.

→ Explore sonic branding

Sound is where emotion lives

Most brands invest heavily in how they look. Far fewer define how they feel in sound.

Sound reaches people instantly, subconsciously, and in more places than ever - from content and campaigns to products and physical spaces.

The question is whether that sound is intentional.

A sonic identity gives a brand a recognisable voice, helping it connect with people in a way that feels clear, consistent and meaningful.

What It Creates

A sonic identity is not a single track - it's a system.

A flexible, scalable set of assets designed to work across every place a brand is heard.

Core assets

Brand track / core theme
Sonic logo
Music mood and tonal direction
Sonic palette (textures, instruments, one-shots)
Stems and cut-downs

Extended Assets

Bespoke music for campaigns and content
UX / UI and product sounds
Music direction for podcasts and audio formats
Event and activation soundscapes
Voice direction (casting, tone, performance)

Everything is designed to integrate seamlessly into internal, agency and production workflows.

The Approach

The work moves from definition to expression to real-world use.

Each phase can be engaged independently, or combined into a full sonic identity system.

Strategy Define how a brand should sound Research, positioning, touchpoints and musical direction.

Through research, interviews and analysis, the emotional core of the brand is translated into sound.

This phase explores

Brand values, story and personality
Audience behaviours and emotional drivers
Competitor and category sound
Key touchpoints where the brand is heard

Output

A Sonic Strategy & Music Guidelines document defining:

Sound palette
Musical direction
Emotional tone
References and sonic territories

A clear foundation for all future music decisions.

Creation Build your sonic identity Composition, production and asset design shaped into a coherent system.

The strategy is brought to life through composition and production.

Initial routes are explored and refined into a distinctive sonic identity that feels aligned and ownable.

Output

A complete Sonic Identity & Asset Suite, including:

Sonic logo
Brand track / core theme
Sonic palette and sample pack
Stems and cut-downs
Optional: UX/UI sounds, campaign music, voice direction

A flexible sound world, designed to scale across every touchpoint.

Activation Bring your sound into the world Guidelines, rollout and practical adoption across teams and channels.

The identity is embedded across teams, partners and channels - ensuring it is used clearly, consistently and with intent.

Output

A Full Sonic Branding System, including:

Sonic brand guidelines
Team and partner training
Rollout support across campaigns and channels
Adaptations for social, events and international markets
Ongoing sonic partnership

So the sound becomes a living, evolving part of the brand.

A Collaborative Model

Each project is shaped around the needs and scale of the brand.

Alongside core direction and production, a trusted network of collaborators can be brought in where needed, including:

Composers, producers, strategists and researchers.

This allows the work to scale fluidly - from focused engagements to larger, multi-disciplinary projects - while maintaining a coherent creative direction throughout.

A Leaner Process

Reduced overheads and the adoption of new technology make the process faster, simpler and more cost-effective than working with traditional agencies.

Projects can typically be delivered in around 25% of the time and at around 25% of the cost compared to a traditional agency process - while maintaining a clear, coherent creative direction throughout.

Let's Begin

For exploring how brands can feel in sound:

→ Work with me

Freelance sonic strategy

Freelance sonic strategy and creative direction for agencies, brands and production teams.

→ Work with me

Flexible support across projects - from early-stage strategy and creative development to music supervision, production and rollout.

Available on a day rate or contract basis for sonic branding projects.

Highlights

The Sound of the National Trust

As a producer at MassiveMusic, Becky led the creation of the National Trust's first-ever sonic identity, designed to capture the emotional connection people feel with Britain's landscapes, heritage sites and cultural history.

The result was a flexible sonic brand that could live across TV, digital campaigns and in-venue experiences, later recognised at the Transform Awards.

The Sound of Persil: Dirt is Good

Becky produced this project to show how sonic branding can include everyone, creating a sonic identity for Persil's Dirt Is Good in collaboration with Big Sync and hearing-diverse communities.

The project was designed for Deaf and hard-of-hearing audiences too, with the process documented through an accessible film built with captions, BSL and audio description in mind.

The Sound of VO5

Becky developed a distinctive sonic identity for VO5 rooted in the brand's heritage, using the circle of fifths and a memorable five-note mnemonic to connect history with a fresh Gen Z-facing sound.

Working with Big Sync and composer Scott Verrill, the project shaped a modern, ownable sound palette that felt culturally relevant while staying true to VO5's playful, confident personality.

Watch on LBB

The Sound of Suavitel

Rooted in the idea of “The Sound of Lasting Love,” the work captures Suavitel’s role as a symbol of care, comfort and connection across generations.

The sonic system blends warm, uplifting and intimate qualities with simple, memorable melodies and soft, organic textures, designed to feel familiar, reassuring and emotionally resonant.

Drawing on cross-modal research linking scent and sound, we developed a multi-sensory approach, mapping fragrance notes to musical elements and shaping compositions that unfold over time.

The result is a flexible sonic DNA and logo, forming a scalable foundation for Suavitel’s global brand.

The Sound of Unilever Food Solutions

Built around the concept “Chaos to Calm,” the work reflects the intensity of professional kitchens and the composure required to deliver under pressure. Layered, energetic soundscapes resolve into a clear, confident calm, mirroring the journey from prep to service.

In collaboration with Big Sync, Becky developed a distinctive sonic logo, motion end-frame and musical direction. The result is a cohesive sonic foundation designed to scale globally while maintaining a human, craft-led feel.