Audio Branding is as cathartic and rigorous a process as any visual branding exercise. You have to make choices. Your brand can’t be all things to all people, and the process brings clarity to that truth.

Andrew Wilson, EVP and CMO

First Sonic City of its time

A sonic identity that highlights the city’s diversity


Atlanta ranked 8th in cities where events and conventions were held. Despite having excellent facilities,  the competition was perceived as having more activities, nightlife and more progressive than the south, thus more suitable to host conventions that brought in international visitors.

Sonic identity

The sonic identity communicates the diversity, dynamism and southern hospitality that comes with visiting Atlanta. The marching band quality highlights the dynamic and leadership qualities. The voices then convey community, diversity and even elements of surprise. Finally, the overall mood is inviting, warm and all around, hospitable.


The sonic identity has been adapted to support visual assets used at convention booths, a film series about each Atlanta neighborhood, live events, a ringtone and a brand music library for various digital touchpoints.



Michael Boumendil – President & Chief Creative Director
Colleen Fahey– Managing Director
Daina Todorovic – Director of Client Services
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Pierre Moreau – Sonic Identity Designers