Northwell Health Sonic Branding

In a sea of sameness, Northwell Health wanted to stand out from the cold and clinical sound of healthcare. To create a sonic brand as warm and inclusive as the care they provide, Audio UX teamed up with Proper Villains and turned to the heart of the brand: their people. We recorded The Northwell Health Nurse Choir—note by note—along with other caregivers and created a component library of textures, instruments, and samples. We used this audio design system to compose a sonic identity that not only reflected the brand's voice but was truly created by the voices of the brand.
At the heart of this system is a human-centered innovation: virtual instruments built from staff voices. Rather than hiring outside singers and performers, we wanted to raise the voices that "Raise Health." Through meticulously recorded solo vocals, group harmonies, and spoken words, Audio UX and Proper Villains developed a custom library of playable instruments that became the foundation for a comprehensive sonic system that has already been utilized to create an audio logo and branded music, which are now live in campaigns on broadcast and social media.