First Sonic City of its time
Highlight the city’s diversity
At the time that Atlanta approached Sixième Son, Atlanta ranked 8th in cities where events and conventions were held.
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 more progressive than the south, thus more suitable to host conventions that brought in international visitors.
To change outside perception and show the world, especially convention and event planners, that Atlanta is an excellent candidate to host, the Atlanta Convention and Visitor’s Bureau (ACVB) embarked on a marketing campaign where sonic played a key role. The challenge was straightforward, to communicate the diversity, dynamism and southern hospitality that comes with visiting Atlanta.
The elements heard in the sonic identity are thus a blend of each area.
The marching band quality highlights the dynamic and leadership qualities, as well as a surprising choice for a brand’s identity. The voices then convey community, diversity and even elements of surprise as they popcorn throughout the composition. Finally, the overall mood is inviting, warm and all around, hospitable.
The sonic identity has been adapted to support numerous brand assets at convention booths and events and videos that highlight the city, its neighborhoods and transport 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 then 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
Laurent Cochini – Managing 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 – Designers