When you want to embody a love and iconic brand like Cathay Pacific, you have to cherish the legacy and the vision of the brand. The “Song of Cathay”, the sonic identity we have created, inspired by Hong Kong’s vibrancy, celebrates travel and hospitality, enriches the beauty and excellence of the brand patrimony with an emotionnal asset that is build to last. Integrated into lounges, flights, and customer service, it deepens emotional connections with passengers.
Category: Sonic Branding
Old Town White Coffee
The Old Town White Coffee sonic identity draws from Ipoh street buskers, blending authenticity with warmth. Available in various moods, it reinforces the brand’s heritage and sense of community across Asian TVCs.
Rejoice
The Rejoice carefree, playful sonic identity highlights smooth, tangle-free hair benefits. Adapted across TVCs in Southeast Asia, it enhances brand recall and resonates with the youthful, free-spirited Rejoice Girl.
Aldar
The Aldar sonic identity blends traditional Emirati instruments with modern sounds, expressing community support and innovation. This sonic identity is widely used to enhance Aldar’s positioning as a leader in Abu Dhabi’s real estate market.
Merrell
The Merrell sound invites all ages to enjoy nature, balancing adventurous energy with inclusivity. A mix of footsteps, natural percussion, and bird songs reflects a communal outdoor experience, enhancing brand connection across platforms.
Interac Sound Shopping
The Interac mindful shopping track promotes thoughtful spending, contrasting typical retail music. Tested with success, it led to significant reductions in spending among young consumers, showcasing a strategic shift in retail sound use.
Dakar
The Dakar Rally is an extreme off-road race testing endurance, navigation, and resilience across unforgiving deserts, where machines and humans push limits, blending danger and the thrill of exploration. The Dakar sonic identity embodies this epic adventure, using intense brass and mechanical sounds. This high-energy soundscape enhances digital and live event coverage, connecting audiences with the race’s prestige.
ENGIE
The Engie sonic identity reflects collective energy transition, featuring rhythmic progressions with organic and electronic sounds. It adapts to various touchpoints, reinforcing Engie’s proactive stance on sustainability.
