In 2023, Saudi Energy redefined its corporate purpose around the promise to "bring to life a brighter day." To embody that ambition sonically, Sixième Son designed the Saudi Energy sonic identity, a system blending traditional Saudi instruments with Western elements, built to feel empowering, forward-looking, and deeply human. At its core, a heartbeat motif brings the brand's promise "Around You, For You" to life, signaling Saudi Energy's role as the country's leading electricity provider, with a sound that reassures as much as it inspires.
In 2023, Saudi Energy decided to redefine its corporate strategy, with a new purpose: “Bring to life a brighter day”.
Its ambition is to facilitate day-to-day lives and collective advancement through an effortless, seamless energy and communication experience, verbalized through its brand idea “Around you, for you”.
Sixième Son’s mission was to create a sonic identity which embodies the brand’s commitment to caring for people and customers.
The Saudi Energy sonic identity had to be empowering, forward-looking, and convey a sense of confidence, underlining the brand’s positioning as the leading provider of electricity in Saudi Arabia.
The track blends Saudi instruments with Western elements, reflecting the brand’s global reach
Organic textures and digital layers express the balance between humanity and modernity.
The gradual climax mirrors the brand’s purpose to “bring to life a brighter day,” aligned with SE’s mission: Powering homes, enabling progress and giving people confidence in a brighter tomorrow.
At the heart of the track is a heartbeat, simbolizing SE flowing through life in a human and reassuring way, bringing the promise “Around you, for you” to life.
Above all, Saudi Energy sonic identity represents a fresh sense of renewal, aligning with the brand’s new vision, strategy and its desire for change.
Sixième Son deployed the sonic identity across SE’s main touchpoints and created:
An event kit, including 6 music beds, to be used during SE’s numerous corporate events.
A signal sound for the customer service office, played to notify customers when their turn has arrived.
A customer holdline kit, including a pre-call music bed, an internal usage music bed, and a 2-min waiting music.
To showcase the hard work of Saudi Energy and Sixième Son, both teams collaborated on the creation of a making-of film.
The film features a live orchestra performing the orchestral arrangement of the sonic identity at Merwas Studio in Riyadh. This version incorporates the ney, adding a deep emotional layer, supported by chords and oud for a truly breathtaking result.