SOUND DESIGN

Brand Identity (2025)
Luckyland Casino

When LuckyLand Casino was launched as a new business unit, its brand identity was being built from the ground up. While the graphics team focused on static branding, the motion team was tasked with defining the motion identity including establishing the brand’s sound. I was responsible for crafting the audio component, ensuring it aligned with the new brand kit while also being versatile enough to work across a wide range of video content. A key challenge was designing a sound that was distinctly “LuckyLand” without clashing with future creative outputs or limiting flexibility.

The process involved extensive collaboration with designers and stakeholders across the business. Drawing inspiration from the brand’s whimsical and magical tone, I sourced and composed sounds that leaned heavily on orchestral instrumentation (chimes, harps, strings, and choirs) paired with contextual effects like whooshes and character-driven accents. Together, these elements established the sense of a fantastical world within LuckyLand, full of wonder and playfulness. To emphasise this, I envisioned a dramatic transition: when the camera pulled out of that world, the rich layers of music and sound dropped away, leaving only a single chime to close on a clean, memorable note.

One of the biggest challenges came from the pre-approved music bed. Written in a minor key, it unintentionally created a melancholy tone that clashed with LuckyLand’s upbeat positioning. Rather than replacing it, which wasn’t an option given stakeholder approval, I composed a short six-second introduction in the relative major key to shift the emotional tone before segueing into the licensed track. Throughout the piece, I subtly reshaped the mood by weaving in choir elements and harmonic adjustments, ultimately resolving the music in a brighter major chord to leave audiences with a positive, uplifting impression.

From the final motion identity, I also created a simplified version of the audio mix for use on end cards. By removing the music bed and ongoing melodic elements, this stripped-back treatment allowed for greater flexibility across campaigns while still maintaining LuckyLand’s playful tone.

The final motion identity balanced playfulness and sophistication, introducing LuckyLand Casino as a brand full of magic and joy. By carefully aligning sound design with the visual world-building, the project not only reinforced the brand’s core identity but also created a flexible audio framework that could be adapted across campaigns. For LuckyLand, sound became a key differentiator, adding emotional depth to the launch and giving the brand a voice as distinctive as its look.