Ted Audio Collective.

Audio Collective.

This is Design Matters with Debbie Millman from design observer.com.

This year is the 10th anniversary of the podcast.

Ten years of designers and other creative types talking about what they do, how they got to be

who they are, and what they're thinking about. On this program, Debbie Milma talks with Audrey

Arbini about audio branding. Think of it like a box of crayola crayons.

That's what we're putting together for this brand.

This is the landscape.

These are the colors that we're going to paint with.

This interview was recorded in front of a live audience at a symposium put together by a design observer called

What Design Sounds Like. It took place on February 21st, 2015 at the SVA Theater in New York City.

Here's Debbie Melman.

We live in a visual culture, and what you look like

is often more important than what you sound like.

This is not only for people, but for companies which spend vast sums on the visual identities of their brands.

The way a brand or a product sounds is often an afterthought, and according to Audrey Arbini a missed opportunity.

Audrey and her team of composers have been at the forefront of Sonic branding and interactive audio.

Their clients have included Xbox 360, Virgin Mobile, and

NBC for whom she designed the Emmy Award-winning soundscapes to the Beijing and London Olympics.

She's here to tell us about why sound matters, not only for brands and products,

but for all kinds of experiences.

...