The Sonic Identity will allow us to enter a whole new world
Xavier Collot,Employee Savings & Retirement Business Development Manager
Reinforce the power and consistency
Confidence must be earned
As the European leader in asset management, Amundi decided to reinforce the power and consistency of its communication, as well as differentiate itself from its competitors. The Amundi sonic identity was able to bridge those gaps.
Amundi focused on illustrating its tagline «Confidence must be earned» and asserting its brand as dynamic and modern, with strong institutional and corporate values.
Modern, dynamic and authentic, the sonic identity is composed mainly with a piano using chords with a rounded and warm sound, electronic percussion, as well as clock sounds, all assembled in a narrative and evolving scenario.
To officially reveal the sonic identity and further emphasize the brand’s personality, Amundi launched their brand music at the World Investment Forum 2015 with several adaptations, including the event music, a podcast and a “making of” film.
As a result of the close collaboration between Amundi and Sixième Son, the impact of the each custom-designed touchpoint adaptation is concrete proof of the success of the audio identity.
Engagement was instant, for the month following the forum the podcast, made available to employees, was played 930 times and the “Making Of” film logged over 1000 views.
Michaël Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Ann-Sophie Moretti – Project Director
Julien Goris, Vincent Turbé – Art Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre Moreau – Designers