BrandMusiq Creates First-Ever MOGO For Cairns Crocodiles Festival

Mumbai-based sonic branding agency BrandMusiq has created the first-ever MOGO (musical logo) for Cairns Crocodiles Presented by Pinterest, bringing Indian sonic branding expertise to one of the Asia-Pacific region's leading creativity festivals.

The bespoke sonic identity was unveiled at the opening of Cairns Crocodiles 2026 in Australia, with BrandMusiq Founder Rajeev Raja leading a surprise live performance that introduced delegates to the festival's new audio signature.

The project marks a significant milestone for both organisations, positioning Cairns Crocodiles among the first major creativity festivals in the region to adopt a dedicated sonic identity while showcasing Indian expertise on a global stage.

BrandMusiq, which coined the term MOGO and is known for its work in sonic branding, collaborated closely with the Cairns Crocodiles team to translate the festival's personality into sound. The resulting composition blends original music with crocodile-inspired roars and breathing sounds, reflecting the festival's unique identity and its connection to tropical Far North Queensland.

David Hovenden, Co-founder of Cairns Crocodiles and CEO of The Misfits, said the festival wanted to create a truly multi-sensory brand experience.

“At Cairns Crocodiles, we've always believed that a brand shouldn't just be seen, it should be heard and felt. As we looked at building a truly multi-sensory identity for this growing event, one element kept calling out to us: sound,” he said.

The collaboration originated after Raja attended the 2025 edition of Cairns Crocodiles as a speaker, where he shared insights into the growing importance of sonic branding. The discussions eventually led to the festival commissioning its own MOGO.

According to Raja, the crocodile became the central inspiration behind the composition.

“We worked with the team to understand the brand, and at its core it was all about transporting people into a different world the moment they step in,” he said.

“The crocodile is iconic, it's bold and people love it. So we asked ourselves: can the crocodile become part of the music?”

The answer came in the form of a composition that integrates crocodile roars and breathing sounds into the musical arrangement, creating a distinctive sonic signature for the festival.

The MOGO made its debut on the opening day of Cairns Crocodiles 2026, with delegates first viewing a behind-the-scenes film documenting the creative process before witnessing the sonic identity performed live on stage.

Featuring Raja alongside six local musicians, the performance culminated in an interactive finale where delegates joined in by recreating crocodile breathing sounds, transforming the launch into a celebration of creativity, music and local culture.

Following its premiere, the MOGO was integrated throughout the three-day festival, serving as the soundtrack for keynote sessions and delegate experiences.

Pippa Chambers, Content Director of Cairns Crocodiles, said the sonic identity was designed to enhance the overall festival experience.

“The delegate experience is at the heart of every decision we make, and audio plays a fundamental role in shaping that experience,” Chambers said.

“Our job is to create memorable experiences, not just a conference agenda, and the MOGO delivered exactly what we hoped for: a high-energy, unexpected moment that brought the room together, set the tone for three days of creativity, and showed just how powerful a shared creative experience can be.”

The project further underscores the growing role of sonic branding in shaping brand identities and experiences, while highlighting BrandMusiq's continued efforts to bring Indian creative expertise to global platforms.