We’re thrilled to announce the launch of SONAL — a groundbreaking methodology set to redefine how music and sound are briefed.
SONAL promises to transform the way agencies, filmmakers and brands collaborate on their soundtracks, making the process smoother, more creative and more strategically effective than ever before.
A New Era in Music Briefing
Drawing on 20 years’ experience working on over 2,500 briefs spanning advertising, film, experiential and sonic branding, we identified a key issue: current briefing methods hinder creativity, often lead to frustration for clients and end up inflating budgets and timelines.
The SONAL framework was devised specifically to address these challenges, alongside the feelings of uncertainty many report when commissioning original music.
Founder & Creative Director
SONAL helps teams effortlessly articulate their vision, uncover new creative possibilities and achieve a soundtrack that resonates deeply with their audience. By aligning both creative intent and strategic goals from the start, SONAL ensures that projects experience fewer rounds of amends, save budget and reach sign-off sooner.
How It Works
We use our custom SONAL app during a short, collaborative session with clients, to deliver powerful insights and a seamless experience.
“SONAL helps us uncover what truly makes someone tick.” Paul Sumpter elaborates. “With this clarity, we can deliver work that is personal, fresh and unexpected — yet still feels like an authentic extension of the client’s brand or story.”
Proven Results
Tested during an 18-month beta phase, SONAL has delivered remarkable results:
- 78% of projects approved by version 1 or 2
- Project lead times reduced on average by 19 days
- Repeat business increased by 38%
Briefing. Better
Research shows that 91% of creatives struggle to explain their ideas to audio partners.
“SONAL removes the language barrier, acting as a kind of creative translation service.” explains Sumpter. “It turns our clients’ thoughts and hopes into unignorable sound and music, that doesn’t just meet their expectations – but exceeds them in ways they didn’t think possible.”
With SONAL, we’re not just streamlining a process — we’re reshaping the way people think about music briefing altogether. By cutting through the uncertainty, eliminating wasted rounds, and unlocking deeper creative potential, SONAL gives agencies, filmmakers, and brands a smarter, more intuitive way to get the sound they actually want — faster and with less friction.
If you’ve ever felt the pain of unclear music briefs, endless revisions, or projects that never quite hit the mark, it’s time to experience a new way forward.
Have questions about SONAL? Got a brief in mind? Let’s chat.
Book an intro call with us and we’ll walk you through how SONAL works and how it can help you and your team on your next project.
