Maikel van der Wouden

Great results don’t just happen, they happen because you make them happen

" I am passionate about audio and fascinated by its power to influence the perception of human beings. "
Maikel van der Wouden


A born-and-raised dutch boy from Amsterdam with a strong passion for sound. I’m proud to have created my own sound agency and a proven method to exploit the power of audio to further shape your Brand’s identity. 

Through our workshops, consulting, writing, Voice- and Audio Branding programs,  I help interesting companies and corporations to devise an effective audio strategy and back it up with meaningful action to create results.

One of the things I’m often asked is: “So you create sound logos and jingles?”

It’s not just simply producing a sound logo or some branded jingles. Audio Branding is the systematic creation of an entire audio strategy to manage the Brands audio identity based on its essence, vision, values, purpose, promise, and personality. Most companies have extensive guidelines for their visual Brand identity and realize that sound has a key role in their integrated branding strategy but haven’t figured out how to devise an auditory strategy.

That’s where I come in: I help Brands exploit the emerging power of audio and create an Auditory Tone of Voice that consistently evokes the right emotions and resonates the Brand’s values, purpose and personality. 

For as long as I can remember, I’ve been insatiably curious about the fact that audio has the power to influence our perception. I wanted to know, how exactly it appeals to a human sense that is directly tight to association. Now I know that it’s because we all make judgments about others and about branded content based on our personal, cultural and aesthetic biases. So in order to make sure your brand is being perceived in the right way you need to research and design valid tests to find relevant connections that can define an effective audio strategy to manage your Brands audio identity which is how you make sure that your brand values, purpose and personality find their way to every touch point where Brand influence takes place.

I am also passionate about audio engineering: balancing and adjusting sound sources using equalization and audio effects to optimize sound quality. Recording, mixing & mastering sound.

After several years working in traditional studios where most productions were created without any research, strategy and consistency. I realized that my curiosity and unusual combination of interests and skills was a strength.

Around that time I met Phoebe Ohayon. She was an audio engineer as well and worked in traditional studios in London. We started talking and discovered that we had a similar passion and an urge to do more than what we were doing on a daily basis. We gave up the security, began searching for our own projects while slowly building a sound agency from the ground up.