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.
Category: APAC
LUX
The Lux sound framework, designed to empower and crafted ‘For Women, by Women,’ resonated globally, reaching over 4.7 billion people. Its adaptable music library enhances consistency across diverse media.
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.
Chang’an Deepal Auto
Petronas
The Petronas sonic identity highlights progress and sustainability, blending modern textures with traditional Malaysian flutes. It is implemented across films and events and reinforces Petronas’ commitment to sustainable energy and cultural heritage.
FC BARCELONA
The FC Barcelona sonic identity embodies club values—respect, teamwork, and humility—through an anthem-like soundscape that unites fans across sports and media, from Barça TV to stadium events.
SANOFI
After a strong rebranding, the leading global pharma brand Sanofi unified its brand’s sound with ‘Miracle Dots,’ an elegant sonic identity conveying innovation and humanity. Deployed across digital, podcast, and event platforms, it strengthens recognition, likeability, and Sanofi’s market position globally.
Etihad
Inspired by traditional Emirati weaving, the Etihad sonic identity combines local instruments with global textures. Used for boarding, landing, and brand films, it conveys Etihad’s promise of high-quality experiences from Abu Dhabi to the world.
