AXA’s 10-note sonic identity, evolving over 12 years, is flexible and powerful and mirrors its supportive brand values. The AXA sonic identity reinforces the brand’s message of resilience and partnership across global campaigns at every touchpoint.
Category: APAC
Mazda
Maybelline
Maybelline chose Sixieme Son to create their first sonic identity and reinvent their 1991 powerful jingle to make it even more iconic. We brought swagger to the New York-based, world’s leading cosmetics brand and turned it into a catchy and irresistibly effective tool on social media. Therefore, the TikTok campaign, featuring top influencers, earned more than 40 million views in one month.
McKinsey
The McKinsey sonic identity, with its percussive and synthetic textures, symbolizes innovation, transformation, and agility, showcasing how McKinsey navigates complexity to help clients succeed while breaking away from corporate clichés.
Dacia
The Dacia sonic identity reflects resilience, confidence, and simplicity, supporting its authentic brand evolution. Used across TV, radio, and digital, it strengthens Dacia’s modern, innovative, and approachable image in a competitive market.
Carrefour
The Carrefour cheerful, human-centered sonic identity conveys positivity through voices and clapping. Deployed across digital and media touchpoints, it strengthens the company’s mission to improve customers’ daily lives.
Etisalat
The Etisalat sonic identity features diverse voices in unison and hand percussion, symbolizing inclusivity and human connection. Integrated across customer service, social media, and events, it strengthens Etisalat’s approachable, community-focused brand.
Huggies
The Huggies adaptable sonic identity, with tender and playful versions, reflects the bond between mother and child. Applied across baby and toddler content, it reinforces brand warmth and emotional connection.
