We act like leaders, we look like leaders, we talk like leaders that define the rules for customers, partners, employees, and shareholders. Now we sound like leaders and it resonates like no one else.
Laurens Van Der Acker,Senior Vice President Corporate Design
Passion for Life
Connected to People & Forward Looking
An iconic brand in the automotive industry, Renault repositioned its brand from product-directed to lifestyle-oriented. They realised the value in having a Renault sonic identity.
The new brand strategy focused on 3 core values:
Connection to People
The new tagline: Passion for Life.
New Brand Strategy for the Renault sonic identity :
Benchmark showed that the category defaulted to metallic sounds, car and engine UX sounds. Renault defined a new audio vocabulary that set the brand apart.
In the automotive industry, people are rarely put at the heart of the subject.
Sonic branding across all segments within the group:
Renault Sport & Renault Pro
Sixième Son manages the sonic design and support for content across all of Renault’s touchpoints; events, automotive shows, digital, sub-brands (Renault Sport & Pro), internal videos, podcasts and the customer service line, to name a few.
Succeeded in improving perception of the brand in people 35 and under:
65% more modern
62% more enthusiastic
60% more unique
65% more momentum
Winner for Renault R.S. Enter the Zone (Sonic Branding) at the International Sound Awards in 2018.
Laurens Van den Acker – Senior Vice President, Corporate Design
Karl Saffre – Global Brand Identity Design Director
Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Delphine Guérin – Key Account Director
Julien Goris, Vincent Turbé – Creative Directors
Eric Caissy, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Marion Combes, Pierre Moreau – Designers