Milwaukee Brand Anthem
01
The Brief
Working with our partners Out Of Nothing, we were commissioned to develop a bespoke brand anthem for Milwaukee, a globally recognised name in professional power tools.The client required a music-driven piece that embodied upbeat energy, rhythmic drive, and a raw, punk-inspired attitude, aligning closely with the brand’s rugged, no-compromise identity.
The aim was to deliver a sonic experience that would resonate across multiple touch points- from product launches and brand films to in-store and online media- encapsulating the essence of Milwaukee’s ethos: bold, durable, and built for those who demand more.
Next Project
02
Music Production
The track was built on in-house live guitar recordings, capturing the grit and toughness of Milwaukee’s audience while nodding to the brand’s mechanical roots.
Live drums, recorded with session drummer Jack, added drive and physicality- echoing the strength of Milwaukee’s tools.
To keep it raw and authentic, we used only live instruments, embracing human imperfections.
Custom vocal elements- chants, callouts, and processed phrases- added energy and gave the piece a bold, recognisable identity.
03
Sound Design
In parallel with music production, we crafted a complementary layer of immersive sound design, meticulously constructed to enhance the physical impact of the track.
We utilised vintage analog synths, tape machines, and a range of processed mechanical textures to give the piece character and depth.
This approach allowed us to shape a sound that felt both industrial and organic, echoing the materiality and function of Milwaukee’s product line.
Every element was deliberately chosen and refined- from the distortion characteristics of our analog gear to the nuanced layering of ambient and tactile effects.
The result was a sonically distinctive brand anthem that reinforces Milwaukee’s visual identity with a confident, unmistakable voice.