The Royal Air Maroc sonic identity combines traditional Moroccan sounds with warmth and magic to express its cultural values. This cohesive sound system supports brand clarity in airport announcements, events, and customer service.
Royal Air Maroc set out to redefine the brand territory, modernize its expression and convey the following five key brand values: Moroccan, Majestic, Magic, Motherly, Modern. The Royal Air Maroc sonic identity is able to infuse all of those five elements.
As the Moroccan culture and influence was at the top of the five key values, Sixième Son worked closely with a traditional Oud player in order the capture the authenticity of the composition.
Other elements, such as the chimes and the female voice, helped bring forward a magical and motherly warmth that the brand aimed to express.
The strategy built around the audio branding system has provided incredible clarity and coherence for the brand. The audio tool-kit has also simplified decision making for the brand and marketing teams, providing immediate branding solutions without extra expense or lost time.
– Airport overhead announcement
– Event music: background, opening, enter/exit stage
– Customer service on-hold music
– TVC