From Sound Test to Sonic Identity: Trust & Will + Resound

Lauren Nagel, Chief Creative Officer

Buds! We (Resound) just released our case study with Trust & Will and I’m verklempt. Fave facts, talk amongst yourselves…

1️⃣ Dream brand -- the Trust & Will brand is meaningful, irreverent, and surprising. The platform tackles the universally essential – and wholly ignored – act of end-of-life planning and makes it trusted and accessible through the lens of care and humor. Heckin yes.

2️⃣ Dream client – engaged, kind, and decisive af. I’m always jazzed about audio but when your client consistently tells you it's their favorite meeting of the week, we know we’re doing something right.

3️⃣ Dream development – a local radio test grows into a national campaign, national campaign progresses to sonic branding creation, sonic branding now integral in all brand touchpoints from broadcast tv to social? (This is honestly what I love most about Resound – we get to work across the whole sonic ecosystem, we test and learn, and we move fast. Red tape begone, let’s make some cool sh*t.)

4️⃣ Dream results – 2-4x ROAS and creative testing 10% above benchmark. [SFX: ka-ching]

With a huge shoutout to my co-composer Tyler Brown for bringing The Righteous Gemstones, Nataniel Ratecliff, NOLA, and the grim reaper to life in under five seconds.