Sumthing and MassiveMusic Unveil ‘The Living Ripple’ Sonic Identity

As climate conversations intensify, Sumthing is a mission-driven platform working towards creating a global nature restoration movement that sparks optimism and action. Using technology and data, they make supporting nature engaging and transparent by showing the results and impact of supporter’s contributions around the world.

To bring this hopeful and empowering message to life, Sumthing partnered with MassiveMusic to create their first ever sonic identity — The Living Ripple.

We sat down with Samuel Andryk, senior creative lead at MassiveMusic and Gijs Schuringa, co-founder at Sumthing, to find out how sound became a central part of the brand and their mission.

LBB> Why was this a project that excited you both from the start?

Samuel> Sumthing is tackling one of the most urgent challenges of our time: restoring nature. But what excited us was how they’re doing it. Their model is innovative, transparent, and emotionally resonant — you can give to nature and see the results right away.

At the heart of Sumthing is the belief that small acts add up to something greater. Translating that into sound was an opportunity to flex our creativity. And being the first sonic branding project for a nature-tech platform? That’s always a plus.

Gijs> No single person can restore nature alone. But thousands of small beginnings can create massive change.

From day one, Sumthing’s goal has been to unite everyone through collective action and making our impact known to the world. We believe we can spark a societal tipping point, where supporting nature becomes a normal part of everyday life. This project with MassiveMusic was exciting because we believe sound can play a critical role in making the feeling of collective action travel, inspiring more people to join our mission.

LBB> What creative challenge did you uncover early on that proved energising?

Samuel> The big challenge was moving Sumthing from being perceived as just important to something people actively want to be part of. They’re not guilting people into saving the planet; they’re inviting them into a hopeful, optimistic movement. That emotional positioning really unlocked our creativity.

Sound became not just a tool, but a way to humanise the brand, spark enthusiasm, and make people feel good about contributing to nature.

LBB> How did you land on ‘The Living Ripple’ as the right sonic identity?

Samuel> We explored several concepts. One where we built the soundscape entirely from field recordings of restoration sites — animals, rhythms, even volunteer voices. Another which used musical pointillism to represent small actions converging into a bigger whole.

But ‘The Living Ripple’ concept captured exactly what Sumthing needed: the contagious energy of individual actions spreading outwards. It perfectly symbolises growth, optimism, and collective impact.

Gijs> When MassiveMusic presented the concept, it blew us away. The sound perfectly reflects who we are: a blend of digital and natural, embodying movement, momentum, and even a tipping point. It carries energy, hope, and joy — all emotions we want people to feel when they encounter Sumthing.

LBB> Why is this sound unique to Sumthing?

Samuel> It’s built from their DNA. The sonic identity draws from their mission — small acts creating big change — their global platform, and the environments they’re working to protect. Even the textures and rhythms are inspired by the ecosystems they support. No other brand could own this sound; it’s structurally and emotionally tied to Sumthing’s purpose.

Gijs> Exactly. The sound feels alive. It’s not a generic environmental score — it’s an inspiring call for movement and action.

LBB> Finally, what role does creativity play in driving change?

Samuel> Sound, more than any other medium, taps straight into emotion. With ‘The Living Ripple’, we hope people don’t just hear Sumthing — they feel it.

Gijs> So far, the sustainability space has relied heavily on visuals and data. And whilst these validate the work we’re doing, they’re not enough to inspire as they lack emotional engagement.

If we want to reach the masses, a creative and distinctive approach towards our mission is key — and sound is a powerful way to achieve that. Our tagline is “nature’s comeback story” — and every great story needs emotion, excitement, and belonging. Creativity through sounds adds that emotional spark and turns Sumthing into a movement people are proud to join.