Renault

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

Challenge

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:

Vibrancy
Connection to People
Forward Looking

The new tagline: Passion for Life.

Sonic identity

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

Results

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

International Sound Awards in 2018: Winner for Renault R.S. (Sonic Branding).

Credits

CLIENT LEAD

Laurens Van den Acker  – Senior Vice President, Corporate Design
Karl Saffre – Global Brand Identity Design Director

AGENCY

Michael BoumendilPresident & Chief Creative Director
Laurent CochiniManaging Director
Delphine Guérin – Key Account Director
Julien Goris, Vincent TurbéCreative Directors
Eric Caissy, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Marion Combes, Pierre Moreau – Designers