Category: Middle East

Compassion International serves children in 28 developing nations in Asia, Africa and Latin and South America. The organization has gone through a rebrand effort, resulting in a switch from a brand that builds ‘our’ organization to a brand that inspires and enables a way of living out compassion.

Many international charities are better known than Compassion International. To standout and build a stronger brand equity Compassion International worked with Sixième Son to create a complete and flexible sonic identity system to use throughout communications.

To promote charitable giving, Compassion produces a lot of video content with a wide emotional range. The sonic identity needed to be flexible enough to bring out the right emotion in each story while supporting the same brand image. The music needed to be sympathetic while also being energetic enough to compel the audience to respond with action. The Sonic Identity also needed to embody a special set of brand values: Humanity/Compassion, Energy/Empowerment and Joy.

To develop a unique identity for Compassion International, Sixième Son set out to create music that felt timeless. We sought to be warm and human without sacrificing the ability to stand out from the crowd. The instruments and even syllables were chosen to feel as if they could come from right around the corner, but not to sound native to any particular part of the world. For all the strategy captured in the music, you can still sense simplicity and spontaneity.

Because Compassion International produces content with a wide emotional range, a single sonic logo could not be made to fit all. Instead, system of sonic logos, sonic intros and musical transitions were created that share the same brand melody but evoke a range of different emotions.

The sonic identity will be launching late 2024 in a series of moving brand films. The brand melody and children’s vocals create an authentic and compelling music score that supports the story and the brand.

Sixième Son is partnering with Europe’s first social and societal change devoted non-profit network.

For over 35 years, it has applied cost efficiency for common good. With this approach, SOS Group meets contemporary social issues by developing innovative solutions in 9 main fields of activity: International action, Youth, Employment, Solidarities, Health, Seniors, Culture, Ecological transition, Territorial action.

Sixième son created a sonic identity that goes with all the organization’s speeches and media, and embodies the diversity of SOS Group audiences, just like the diversity of colours you can find in their visual identity.

The Watch Duty app gives updates as to the spread and/or containment of California Wildfires. This is not the alarm, warning people to evacuate. Sixième Son sought to create a sound that was alerting but not alarming.

Because, during a wildfire everyone is actively hoping for rain, we chose to use a water-influenced sound for the app. Alert people when fire is expanding, changing, or contained. So far we’ve heard alerts for new vegetation fire, new helicopter added to crew, road closures, and a retardant line around the fire’s perimeter.

Since Watch Duty launched in mid-August 2021,  the sound has received high praise.

Quotes from users:

“This sound could never be confused with any other popular app sound, it is that one-of-a-kind. It was memorable, and soothing, and big.

“This sound brings comfort.”

“It really hooks your attention.”

Overcoming hunger by fighting its causes, Action Against Hunger is an NGO that has been fighting hunger throughout the World for nearly 40 years in close to 50 countries. Its priorities are conducting impactful field actions and testifying about vulnerable populations.

Sixième Son crafted the NGO’s sonic identity. The composition brings your attention to the violence of hunger, yet carries a message of hope, solidarity and commitment. This sonic ID is highly representative of AAH’s values, and gathers the NGO’s teams through sound.