We were tasked with creating the sound of Royal London, encapsulated in a fresh, modern sounding audio logo and brand track. We explored the musical landscape hand in hand with the teams at McCann Manchester and Royal London to find the brand sound. Our contemporary, upbeat and positive brand track captures Royal London’s mutual mindset of delivering positive change for their members and wider society. Working with top-class, Hollywood soundtrack recording engineer Nick Woolage (Paddington 2, Wonder Woman, Kingsman, Aquaman), we recorded members of the Royal Philharmonic Orchestra at RAK studios in London to capture a truly world class performance of our track. We recorded the main parts, plus numerous stylistic alternatives, giving us the ability to bring the live sound to future rearrangements of the brand track.

Starring Gilbert the Pelican, Royal London’s long standing mascot, the new campaign ‘Mutuality – It’s Everyone’s Business’ is the first TV advert to incorporate Royal London’s new sound. The advert features a rearrangement of the original brand track demonstrating the flexibility of Royal London’s new brand music.