Sprout
MAUD, 2023
Sprout makes audio equipment built on a simple but uncompromising premise: louder, further, longer. Australian designed and manufactured, the brand's entire identity is rooted in precision engineering and the relentless pursuit of performance, the kind of rigour that doesn't announce itself, but shows up in every product that leaves the factory.
When Telstra acquired Sprout, the opportunity wasn't simply to absorb a product line into a larger organisation. It was to give a genuinely serious audio brand the identity it had always deserved, one capable of holding its own against global competitors and signalling to a new, broader audience that something exceptional was being made here.
The rebrand started where Sprout always has, with the science. Performance became the creative framework. Every decision, from the typographic system to the visual language, was interrogated against the same standards Sprout applies to its products. Nothing decorative. Nothing arbitrary. A brand built to the same tolerance as the equipment it represents.
The result is an identity that moves with the ambition of the acquisition, bold enough to compete globally, precise enough to remain true to what Sprout has always been.
Completed while Executive Creative Director at MAUD, alongside Jess Tainsch and Rose McEwan.