ADF CAREERS

Working alongside VML and the Defence Force recruitment team, Resonance was tasked with creating a sonic brand identity for the ADF Careers.

The ADF Careers brand, which was launched last year, brings together the Royal Australian Navy, Australian Army and Royal Australian Air Force recruiting under a single banner.

The sonic assets are designed to inspire and impact the next generation of candidates while showcasing the ADF as a 21st-century career path in today’s competitive employment environment.

The anthem captures a sense of purpose that would connect with the next generation considering a career in the ADF. It uses a contemporary hybrid electronic/orchestra sound that breaks away from traditional military sonic clichés. It was recorded in early June with members of the Navy, Army, and Air Force bands, on a rare occasion when all the service bands recorded together at Studios 301 Sydney.

The audio logo is designed to be used across ADF Careers content. Its concept is the sonic depiction of the elements (wind, earth, water) to represent the Air Force, Army, and Navy. Featured instruments are Flute, Earthen Drum, and Hydraulophone.

James Wills, Creative Director at VML, said: “It’s not every day you get musicians from all three services together in one studio. It was a unique collaboration that allowed ADF members to be part of the project and provide authenticity to the audio logo and brand anthem. They did an incredible job working with Resonance to bring the score to life and shape their new sonic identity.”

The audio logo was tested with a student and adult research group, scoring highly in appeal and matching key attributes: Purpose, Inspiring, NextGen, Military and Tech.