Framework
Category
Sonic Branding,
Immersive
Agency
Franklyn
The brief
To develop a sonic strategy and sound assets for Framework—a cold plunge and sauna business built on science-backed wellness. The aim was to integrate sound as an architectural element within the space, helping to shape the customer experience and strengthen Framework’s brand identity. Deliverables included spatial sound design, zoned playlists, and a neuroaesthetics-informed approach to audio environments.
The challenge
Framework is not a typical wellness brand. Its offering is grounded in clarity and credibility—celebrating the real, measurable benefits of thermotherapy, rather than leaning into vague or pseudo-scientific claims.
Our task was to design a sonic ecosystem that supported this positioning while also enhancing the physical and emotional journey of members: from the heat and release of the sauna to the shock and euphoria of the cold plunge. This required a sonic language capable of reflecting intense contrast, regulating physiological states, and reinforcing positive emotional associations.
We also needed to consider the operational needs of the space. Sound should elevate the experience for both members and staff—easy to deploy, varied enough to avoid repetition, and subtle enough to support without distracting.
Uplift - Ice Bloom
Unwind - Warm Tide
Uplift - Spark
Unwind - Slow Drift
Uplift - Luminous
Unwind - Melt
The result
The result is a sound strategy and sound assets where audio is no longer a by-product of the space, but an integral part of its architecture. From the moment members arrive, they enter a choreographed environment in which sound actively supports physical and emotional transitions.
Working alongside a neuroaesthetics agency, we designed soundscapes that aligned with the body’s natural rhythms. In the cold plunge area, for example, we created immersive audio textures to encourage slower, deeper breathing—helping to regulate stress responses and enhance recovery. In contrast, sauna areas featured low, grounding frequencies to support stillness and reflection. Transitional areas provided sonic buffers between extremes, softening the shift from one state to another.
Beyond functionality, the sound reflects Framework’s brand character—minimal, confident, and rooted in evidence. Playlists were tailored to moments of intensity, stillness, and movement, supporting other activities in the space like yoga, cross-fit, and gong baths.
For staff, we ensured the sonic ecosystem was seamless and easy to manage. Playlists adapt to different times of day and areas of the space, reducing decision fatigue and ensuring a consistent atmosphere. The sound of Framework is now a tool for staff, not a burden—something that supports their energy, rather than drains it.
In a sector where sonic environments are often neglected or misused, Framework now stands apart. Its audio identity is intentional, distinctive, and purpose-driven. It doesn’t just sound good—it does good, too.
