Renault

We act like leaders, we look like leaders, we talk like leaders that defy the rules for clients, 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.

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 :

In the automotive industry, people are rarely put at the heart of the subject.

Benchmark showed that the category defaulted to metallic sounds, sounds of the car and its engine. Renault defined a new audio vocabulary that set the brand apart.

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
65% more enthusiastic
65% more unique
65% more momentum

Winner for Renault R.S. Enter the Zone (Sonic Branding) at the International Sound Awards in 2018.

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 – Project Director & New Business
Julien Goris, Vincent TurbéArt Directors
Eric Caissy, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Marion Combes, Pierre Moreau – Designers