When it comes to organizations that provide food, shelter, and aid, the way they sound must reflect mindfulness of the plight while encouraging optimism and charitable giving.
A sonic identity for any non-profit organization must be carefully crafted to follow its mission and inspire others to support it.
Watch Duty’s Sensitive Signal
The Watch Duty app has made quite an impact this fire season. A grassroots organization focusing on quick and current fire notifications ‘in your pocket,’ has saved many lives over the years. Its ‘in real time’ information is sourced and consolidated by hundreds of volunteers, firefighters, dispatchers, and first responders across the United States. During the Los Angeles blazes in January, the app was downloaded by over 1.4 million people.
When it comes to fire notifications, fast and current is vital. However, the increasing frequency of those notifications can be terrifying. Watch Duty needed a sound prompt that would help the population prepare for potential danger without crippling them with fear.
Watch Duty’s sound stands apart from household and vehicle alerts. It is sensitive to human emotion while still conveying a sense of urgency.
With a reliable app and a recognizable companion sound, Watch Duty is doing exactly what it set out to do; alert without alarm.
Sound Affects Makes a Difference
Sound effects have a purpose but Sound Affects had a mission. Mindloop Studios collaborated with Sixième Son to create the world’s first sound effects library dedicated to supporting those with PTSD called Sound Affects.
Their specific focus was on those afflicted with wartime PTSD—both those who fought and those who were forced to flee. Sixième Son created a library of sound effects where 100% of royalties would go towards trauma reparation.
Compassion International’s Sound of Optimism
One long-standing charity is Compassion International. Since 1952, its mission has been to help end child poverty. They work in Africa, Asia, Central America, the Caribbean, and North and South America.
They needed a sound that would take people through the journey of seeing the children’s situation, empathizing, and finally acting. It would focus on the opportunity to make things better for one child or more.
Sixième Son was asked to develop a globally relevant sonic identity; sensitive to serious topics but optimistic enough to encourage donations. The intention was to “inspire our partners to sing and play it themselves”.
Compassion International’s sound embodies a childlike, sensitive personality with courageous and joyful undertones.
Action Against Hunger’s Sound Of Hope
Launched in 1979, Action Against Hunger has played a pivotal role in the global fight against hunger. The last thing they wanted to focus on with their sonic identity was pity and tragedy. They wanted to focus on testifying to the violence of hunger while carrying a message of hope, solidarity, and commitment. Sixième Son steered clear of tragic tones and created a heartfelt sound that supports the message; keeping the feel modern and optimistic.
Mission With Purpose
Like for-profit companies, charities need to stand out from the crowd. Branding must be fueled with emotional context and clarity. A sonic identity woven into the organization’s DNA tells a story that resonates with the heart. It captures the essence of the mission and emotionally clarifies why this mission is worth supporting. Emotional connections inspire donors to relate to the mission; encouraging them to become active advocators.
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