Herwig Kusatz

Herwig Kusatz studied biomedical engineering at the Graz University of Technology and updated his professional training with a full-time MBA at the NIMBAS Graduate School of Management in Utrecht, the Netherlands. He developed an interest in a strategic approach to the use of acoustics and founded the company “Sound Strategy” in 2005. His first customer was the sporting goods designer and manufacturer adidas, who commissioned him to produce the music for its in-store videos in all performance stores worldwide. The first sound strategies were delivered to Generali and Almdudler, followed by Wien Energie, Doctors Without Borders, Wien Tourismus, Slow Food, Vöslauer, ARD.ZDF medienakademie, ORTOVOX and Wiener Linien. Herwig Kusatz has won numerous international awards and, following an increasing number of requests, began sharing his knowledge of the design of audio processes in the university sector.

Red Dot: What skills should a good sound designer have?
Herwig Kusatz: An understanding of the interaction between the different human senses and their psychological effect. A thorough knowledge of acoustic parameters such as timbre, rhythm, melody, harmony and volume. And comprehensive skills in embedding the sound concept in applications.

How would you describe a sound designer’s creative process?
Understanding the wishes and problems of the customer. Analysing existing concepts and applications for the topic in question. Presenting solution concepts. Mapping out, expanding and adapting the selected solutions with professional expertise.