About the Client
PAX is a leading organization dedicated to peacebuilding, driving projects and campaigns that foster progress, unity, and hope. For their "Maak Werk van Vrede" campaign, PAX asked THNDR to develop a sonic identity that would capture their tireless commitment to peace—serious, impactful, and accessible to a broad audience.
The Project
PAX sought an audio identity for "Maak Werk van Vrede" that would express persistence and optimism without aggression. Our brief was to craft a full sonic branding suite: from a defining sound logo to bespoke music and adaptable sound assets.
Our Approach
We started with a one-note baseline, using its simplicity and repetition to convey urgency and the ongoing nature of peacebuilding. Organic percussion brought movement, representing that peace is a continuous, evolving process—never static, always active.
"A simple yet impactful element conveys a sense of urgency and a persistent ongoing nature of peace building."
To highlight key moments and add humanity, we featured cello accents whose warmth underscores the human side of PAX’s work. This cello was layered with processed piano and a blend of guitar and synth sequences, striking a harmony between classical resonance and modern texture. The result is a balance that avoids cliché genre choices, keeping the sonic identity clear and open.
A signature element is the sound logo: a single, legato note in the D major family, gliding gently from A to D. Its soft attack and long decay create resolution, while a cello overlay adds human touch. Dove wing flutter sounds were subtly woven in, reinforcing the theme of peace as dynamic and alive.
To ensure versatility, we delivered various assets, including drum-and-bass-only beds and melodic stems (guitar, synth, and cello), along with responsive clicks and recurring cello notes to sync with the campaign’s key visuals.
"The sound is purposeful and persistent, layered with complexity yet maintaining clarity. It’s a sound that moves forward with purpose, reflecting PAX’s tireless work toward a better future."
Why?
At THNDR, we believe sound is more than decoration; it’s a vehicle for intention and connection. Our process always reflects our philosophy: to create audio that embodies anticipation, delivers resolution, and sparks emotional resonance. For PAX, every element was shaped to communicate their ongoing journey—purposeful, hopeful, and grounded in unity. By merging organic and electronic elements with carefully chosen motifs, we ensured PAX’s sonic identity is as enduring and meaningful as their mission.
