CLEAN ID™
The world's best brands don't just look iconic.
They sound iconic.
Clean ID™ is Squeak E. Clean's proprietary sonic branding system, combining strategic research, creative craft and behavioral science to create distinctive sonic identities that audiences recognize instinctively and remember effortlessly.
Recognition doesn't stop at the eyes.
THE MOST OVERLOOKED ASSET IN MODERN BRANDING
Research shows brands investing in distinctive sonic identities achieve:
Recognition
76% higher Brand Power¹
Brands spend millions creating distinctive visual identities.
Yet one of the strongest drivers of brand recognition, memory and loyalty is often overlooked.
Sound.
RECALL
138% stronger Advertising Effectiveness¹
Trust
77% of consumers reported increased trust²
Memory isn't just a creative outcome.
It's a business advantage.
The world's leading brands don't treat sound as decoration.
They treat it as infrastructure.
MEET CLEAN ID™
A proprietary sonic branding system that gives sound the same strategic importance as every other brand asset.
Designed by strategists.
Crafted by world-class composers, producers and sound designers..
Validated through science.
Built to help brands sound as distinctive as they look.
The Building Blocks of a Clean ID™
Every Clean ID™ is built as a flexible system—not a one-off campaign asset.
Sonic Logo
A distinctive audio signature designed for instant recognition.
Brand Theme or Anthem
The emotional foundation your brand can build from.
Sonic Language
The musical DNA that defines your sound.
Touchpoint Toolkit
Flexible assets for advertising, products, retail, digital experiences and everything in between.
Sonic Brand Guidelines
We provide a real-world playbook — not a PDF that lives in a drawer.
CRAFT.
Validated by science.
Great sonic identities come from people who understand brands, music and human behaviour.
Every Clean ID™ combines creative craft with strategic research, competitive analysis and behavioural science so every creative decision is backed by insight—not assumption.
Our job isn't simply to make something beautiful.
It's to make something unforgettable.
THE CLEAN ID™ PROCESS
Every Clean ID™ follows the same disciplined methodology.
Not because creativity needs rules.
Because the best creative decisions are informed ones.
01 — Strategic Review
We align on brand, ambition and objective.
No sound until the brief is sharp.
02 — Competitive Analysis
We listen to the category.
Then we design something that doesn't blend in.
03 — Exploratory Demos
Original demos built to test emotional range, brand fit and long-term flexibility.
04 — Behavioral Validation
Sound is felt before it's understood.
We evaluate audience response through behavioural insight and neuroscience to identify the sonic triggers most likely to create recognition, recall and emotional connection.
05 — Refine & Select
Insight meets instinct.
We pressure-test, refine and identify the strongest Clean ID™ territory.
06 — Finalize & Deliver
A hero asset.
A flexible sonic toolkit.
A scalable system designed for years—not campaigns.
WHAT A CLEAN ID™ DELIVERS
A Clean ID™ isn't designed to make better advertising.
It's designed to build a better brand.
Every Clean ID™ is built to create:
Stronger brand recognition
Greater emotional connection
Consistency across every touchpoint
Proprietary sonic assets
Long-term brand equity
A scalable sonic system—not another campaign soundtrack
Selected Work
Marriott Bonvoy
One portfolio.
Multiple personalities.
One sonic system.
Reimagining the sonic identity of Marriott Bonvoy and its portfolio of global hotel brands, including W Hotels, Westin and Moxy.
Using contemporary reinterpretations of Roam by The B-52's, we created a flexible sonic system that unified the portfolio while allowing every brand to retain its own distinctive personality.
Result
A first-generation Clean ID™ built to scale across multiple brands, audiences and customer experiences.
Budweiser
One global campaign.
Sixty unique executions.
One unmistakable sound.
For Budweiser's global Yours To Take campaign featuring Anderson .Paak, we produced more than sixty bespoke edits alongside original sound design and final mix.
Result
A globally scalable sonic system that maintained one consistent brand voice across every market.
WHY SQUEAK E. CLEAN
We've spent two decades helping the world's biggest brands find their sound.
Clean ID™ is everything we've learned, distilled into one proprietary system.
We bring together strategists, composers, producers, sound designers, researchers and engineers across North America and Australia to create sonic identities built for today's brands—and tomorrow's platforms.
Global Creative Network
Brand Strategy
Original Composition
Sound Design
Behavioral Science
Global Deployment
FAQ
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Sonic branding, also known as audio branding, is the expression of your brand through sound. A short, instantly recognisable piece of music or sound that customers link to your brand.
Just as visual branding relies on logos, colors, and typography, sonic branding uses music, sound design, voice, and audio cues to create emotional connections and improve brand recall. Effective sonic branding helps brands become instantly recognizable across advertising, digital experiences, podcasts, social media, events, apps, and broadcast media.
Popular examples include McDonald’s “I’m Lovin’ It,” Netflix startup sound, Taco Bell’s “ding” and more iconic sounds you’d recognise in three seconds or less. These ‘audio logos’ are just the beginning of what sonic branding can achieve. -
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Virtually every industry can benefit from a strategic audio identity. We work with brands in entertainment, technology, healthcare, financial services, consumer products, hospitality, automotive, sports, and retail. Any organization seeking stronger brand recognition, emotional connection, and consistency across customer touch-points can benefit from a thoughtful sonic branding strategy.
Bottom Line Up Front: Ads containing sonic brand cues test 8.53 times more effective than those with only visual assets. Your brand's auditory equity is measurable, scalable, and directly correlated to business outcomes.
Clean ID™ is for brands that:Are tired of sounding like everyone else
Care about consistency and distinctiveness
Understand that sound is strategy — not seasoning
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Sonic branding effectiveness can be evaluated through brand recall, recognition, audience engagement, emotional response, consistency across channels, and long-term brand equity.
Research consistently shows that distinctive audio assets can improve memorability and strengthen consumer perception when integrated strategically into broader brand systems.
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