Compassion International serves children in 28 developing nations in Asia, Africa and Latin and South America. The organization has gone through a rebrand effort, resulting in a switch from a brand that builds ‘our’ organization to a brand that inspires and enables a way of living out compassion.
Many international charities are better known than Compassion International. To standout and build a stronger brand equity Compassion International worked with Sixième Son to create a complete and flexible sonic identity system to use throughout communications.
To promote charitable giving, Compassion produces a lot of video content with a wide emotional range. The sonic identity needed to be flexible enough to bring out the right emotion in each story while supporting the same brand image. The music needed to be sympathetic while also being energetic enough to compel the audience to respond with action. The Sonic Identity also needed to embody a special set of brand values: Humanity/Compassion, Energy/Empowerment and Joy.
To develop a unique identity for Compassion International, Sixième Son set out to create music that felt timeless. We sought to be warm and human without sacrificing the ability to stand out from the crowd. The instruments and even syllables were chosen to feel as if they could come from right around the corner, but not to sound native to any particular part of the world. For all the strategy captured in the music, you can still sense simplicity and spontaneity.
Because Compassion International produces content with a wide emotional range, a single sonic logo could not be made to fit all. Instead, system of sonic logos, sonic intros and musical transitions were created that share the same brand melody but evoke a range of different emotions.
The sonic identity was launched in a series of moving brand films. The brand melody and children’s vocals create an authentic and compelling music score that supports the story and the brand.
