AWARD-winning Limerick creative director, musician, and entrepreneur Keith Lawler has created the sonic identity for Heineken GREENLIGHT, the global beer giant’s new music platform.
Through his LAUDHAUS agency, dedicated to sonic branding, Keith worked with the beer company to build its sonic identity, starting off by identifying a simple but powerful cue — the pulse of a green light at a pedestrian crossing.
LAUDHAUS created a sonic identity for Heineken’s new music platform, Keith explained, based on the sound of exploring a city, discovering new music, and sharing experiences. The work includes a sonic logo, a core brand theme, and a long-form immersive composition designed for venues, live activations, and pre-show moments.
“Our approach is to really understand the emotional truth inside a brand and translate that into distinct sound, it was a privilege to shape this for Heineken. The brand has been a big part of the Irish music scene through their music sponsorships for years,” Limerick native Lawler explained.
“I wanted to craft a sonic identity that reflects that for the target audience. It needs to feel considered and musical, starting with the rhythm of a green light crossing signal gave us that universal invitation to move forward and discover.”
Lawler’s creative career spans top global agencies including VML, Saatchi & Saatchi Dubai, and TBWA, where he worked on well-known campaigns like The Tin Man for An Post and Team Of Us for Vodafone.
His clients have included Adidas, Bank of Ireland, Bord Gáis Energy, Lidl, Qatar Airways, Virgin, and Playstation, while his work has earned honours from Cannes Lions, MENA Cristals, New York Clios, Eurobest, the Sharks, APMC, Effies, and ICADs.