This project started with the challenge to come up with a way to make a chosen brand more sonically relevant. Through mainly secondary research an audit was put together, including implicit and explicit category and product sound touch points, competitors, cultural aspects and brand history. Based on the insights from said audit I was asked to come up with a creative solution and Amtrak Sleep Tracks was born. 

This is a presentation of chosen components from the audit and the creative idea that it lead up to. 

SECONDARY RESEARCH/CREATIVE EXECUTION