The Enel sonic identity, blending synthetic and organic elements, conveys openness, innovation, and leadership. It evokes the transformation of the energy world the brand is leading. Deployed globally, it unifies brand perception across cultures and enhances friendliness and dynamism in diverse markets.
Enel is a multinational energy company and leading player in the world’s electricity and gas markets. Its services span 30 countries across four continents.
As a culmination of the redesign of its brand platform, Enel included the development of a sonic identity, to help unify their brand message across all touchpoints, on a global level.
Part of the challenge was to make it clear that ENEL is also ENDESA in certain markets, but are the same brand in values and promise. Instead of developing a whole different set of assets, the brand wanted tools that could be applicable to both
The Enel sonic identity conveys the brand’s commitment to innovation and efficiency. This is achieved through a carefully crafted blend of synthetic sounds, selected for their higher-pitched, light, and scientific textures.
Moreover, this choice helps create a sense of openness and transparency—core values that Enel promises to its customers.
In addition, the incorporation of classical instrumentation, including strings and piano, adds a melodic, emotional, and mature dimension.
Tests conducted by IFOP in Spain and Italy (1800 participants) have shown that, for both ENEL and ENDESA, the sonic identity contributed to the perception that the brand is more:
Friendly, Open, Positive, Dynamic, Modern, Warm, Innovative, Powerful
Overall, compelling evidence that the sonic identity has the ability to convey the same meaning across culturally different markets.