Brands

Less of theSame.

LOTS · Audio branding for GGK MullenLowe.

An audio identity with a little impatience built in. For GGK MullenLowe’s Less of the Same, the idea of breaking familiar patterns became a way of making sound.

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Less of the Same — original dog and lettering artwork by GGK MullenLowe

Project: GGK MullenLowe
Role: Composition, production, sound design & mix
Services: Audio branding · Composition · Production · Sound design · Mixing

Less routine. More instinct.

Less of the Same questions the endless stream of familiar ideas in marketing, media and social feeds. Michael Dörfler and Helmut Stekl developed an audio concept around that feeling: a little fed up, restless and ready to interrupt the routine.

That attitude shaped the production itself. Michael deliberately stepped outside his usual workflows, trying unfamiliar methods and approaches to translate the idea into sound.

A small act of rebellion.

The sound logo began with an everyday moment: Michael’s daughter had had enough of practising piano and struck the keys in frustration. That spontaneous gesture became the emotional starting point. Michael recreated its energy using whole-tone and half–whole diminished scales, shaping it into the project’s short sonic signature.

Dynamic branding. Built to recombine.

A large pool of sound files gives GGK’s editors the freedom to combine and rearrange music, stingers and sonic elements for podcasts, social media posts and other formats. The identity can keep changing while retaining its character.

The examples below are just a small selection from that pool. Composition, production, sound design and mixing were all by Michael.

Listen to the identity

A small selection from a much larger, recombinable sound pool.