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
At the time that Atlanta approached Sixième Son, Atlanta ranked 8th in cities where events and conventions were held. An Atlanta sonic identity could help them accentuate the city destination.
Despite having excellent facilities, a young and educated workforce, 49 universities and an entrepreneurial hub, the competition was perceived as having more activities, nightlife and to be more progressive than Atlanta, thus more suitable to host conventions that brought in international visitors.
To change perceptions and show the world, especially convention and event planners, that Atlanta is an excellent convention candidate, the Atlanta Convention and Visitor’s Bureau (ACVB) embarked on a marketing campaign where sonic played a key role. The challenge was to communicate the diversity, dynamism and southern hospitality that comes with visiting Atlanta.
The marching band sound highlights the city’s dynamism and leadership. The voices convey warmth and community. The energetic and unexpected rhythm suggests diversity and surprise. The overall mood is inviting, warm and all around, hospitable.
The sonic identity has been adapted to support numerous brand assets for our Atlanta sonic branding strategy within convention booths and videos that highlight the city, its neighborhoods and transportation advantages.
To encourage exploration of the city beyond tourist attractions, the Atlanta Convention and Visitors Bureau produced a film series about each Atlanta neighborhood. Sixième Son produced different scores to support the unique personality and expression of each neighborhood, while maintaining musical elements that relate to the sonic identity. To welcome foreign travelers, a further in-language series was created adapting the sonic identity to different countries’ musical styles. These were used at the ATL International Terminal.
Michael Boumendil – President & Chief Creative Director
Colleen Fahey– Managing Director
Daina Todorovic – Director of Client Services
Julien Goris, Vincent Turbé – Art Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Pierre Moreau – Sonic Identity Designers