When you want to embody a loved and iconic brand like Cathay Pacific, you have to cherish the legacy and the vision of the brand. The “Song of Cathay”, the sonic identity we have created, inspired by Hong Kong’s vibrancy, celebrates travel and hospitality, enriches the beauty and excellence of the brand patrimony. Integrated into lounges, flights, and customer service, it deepens emotional connections with passengers.
Tag: audio branding
Old Town White Coffee
The Old Town White Coffee sonic identity draws from Ipoh street buskers, blending authenticity with warmth. Available in various moods, it reinforces the brand’s heritage and sense of community across Asian TVCs.
Rejoice
The Rejoice carefree, playful sonic identity highlights smooth, tangle-free hair benefits. Adapted across TVCs in Southeast Asia, it enhances brand recall and resonates with the youthful, free-spirited Rejoice Girl.
Merrell
The Merrell sonic identity invites all ages to enjoy nature, balancing adventurous energy with inclusivity. A mix of footsteps, natural percussion, and bird songs reflects a communal outdoor experience, enhancing brand connection across platforms.
M1
The M1 sunny, warm melody, performed on ukulele and guitar, enhances its “Be Sunshine” brand promise. It connects with audiences through digital, TV, live events, and custom employee ringtones.
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.
La Vaudoise (Insurance)
La Vaudoise is the swiss leading insurance company. You can be Number One and still want to go beyond. La Vaudoise wanted more proximity with their customers, more effectiveness in their communication, and a difference that says what they stand for. They chose Sixieme Son to create an elegant and lively sonic identity, a piece that conveys modernity and emotion, improving brand awareness in a very competitive market.
Amundi
Amundi is one of the world giants for Asset Management. It’s a global B2B brand that has a unique vision – and a very unique name. The Amundi sonic identity, composed of a surprising piano and electronic percussion, conveys confidence, innovation, data and modernity. Applied across custom touchpoints, it enhances Amundi’s corporate values and differentiation in the asset management sector.
