When Maybelline New York chose Sixieme Son to design their music strategy, we recommended that Maybelline reinvent their powerful 1991 jingle to make it even more iconic. Now it owns a confident boost of New York swagger that has turned it into a catchy and potent tool on social media. The TikTok campaign, featuring top influencers, earned more than 40 million views in its first month.
Category: North America
Merrell
TD Bank
TD Bank is one of the biggest American banks. It’s also a very customer-centric company that cherishes its community. TD sonic identity captures this community warmth through door chimes and rhythmic beats, emphasizing its neighborhood bank persona and elevating recall, likability, and familiarity across North American touchpoints.
Interac
The Interac sonic identity connects with Canadians by emphasizing the ease of its services. Strong associations with innovation and approachability reinforce the brand’s relevance in digital banking.
Royal Bank of Canada
The RBC’s optimistic, grounded, yet inspiring sonic identity captures the bank’s role as a game-changer and conveys an inspiring expression of “Imagination”, one of RBC’s key word. Implemented in all branded content since 2017, it elevates brand perception and aligns with RBC’s future-focused, customer-centric aspirations.
Tegna News
Facing a shift from TV to mobile, Tegna’s fresh, community-oriented sonic identity brings clarity and energy to news, using rhythmic claps and stomps over traditional brass. This unique, human-centered sound complements new visuals and engages modern audiences.
Michelin
Since 2009, Sixieme Son is the sonic branding partner of this iconic brand. We have created a robust, electric guitar-driven sound that conveys Michelin dedication to innovation and mobility. This sonic identity underscores their shift beyond tires, fostering brand trust and appeal across key global markets.
USAA
The USAA sonic logo uses military-style cadences to convey camaraderie, authenticity, and rigor. It has quickly gained recognition and boosted trust and emotional bonds with customers across digital platforms and national campaigns.
