The business graduate and musician Carl-Frank Westermann founded and managed the division “Sound Branding / Acoustic Brand Management” at the Brand Agency MetaDesign in Berlin from 2000 to 2011. Under his guidance, sound concepts for esteemed companies, such as Volkswagen, Siemens, Allianz, Lufthansa, Premiere and eBay have been developed and implemented. In 2011, Carl-Frank Westermann and Andreas Arntzen founded the agency for acoustic brand development WESOUND, which now holds offices in Berlin and Hamburg. WESOUND advises, develops and designs brands, among them Bayer, Audi, Manner, Seat, real, – and Covestro, by synchronizing their acoustic representation with the company’s respective strategic objectives and sharpening the brand conception as a whole. More recent references include their work for brands, such as Verivox, DLD Conference and the Reeperbahn Festival. Apart from classic sound branding projects, there is a further focus on functional sounds and in-store atmospheres, created for Siemens, Lufthansa, Porsche Design, Wirecard / boon and DEW21. As a pioneer of sound branding, Westermann is a sought-after speaker and author of various specialist publications.