Creating a Sonic Identity for Genelec
Genelec, a world leader in professional audio solutions, teamed up with Sixième Son, the global pioneer in sonic branding, to craft a distinctive and authentic sonic identity. The result: a unique, pure, and innovative audio signature deeply rooted in Finnish heritage. This sound identity now resonates across Genelec’s commercials, digital channels, and global advertising platforms.
In September, the collaboration earned the Gold Medal in Sonic Identity at the Stratégies Design Awards, recognizing the creative excellence and brand alignment of the project.
Interview with Mari Primetta, Marketing & Communications Manager at Genelec
To delve deeper into the Genelec sonic identity, we spoke with Mari Primetta, who led this initiative.
What inspired the creation of a sonic identity for Genelec?
Sound is at the core of everything we do. As a manufacturer of professional speakers, it felt natural and essential to develop a tailor-made sonic identity. After years of planning, we finally found the right partner in Sixième Son, and the process moved forward organically.
Why is this sonic identity so aligned with Genelec’s brand?
It was a collaborative, strategic process grounded in our brand values, identity, and long-term vision. The sonic branding expresses who we are, evokes the right emotions, and narrates our story through sound.
What kind of feedback did you receive?
The internal reaction was overwhelmingly positive—it felt like our story set to music. Even more rewarding was the external feedback. Listeners recognized the exact values and atmosphere we intended to convey, proving its resonance and clarity.
How is the audio identity integrated into your brand communications?
From the beginning, we aimed for comprehensive integration. It now features prominently in our commercials, digital content, and public appearances. It’s become an organic part of our brand language.
What was it like working with Sixième Son?
Sixième Son felt like an extension of our team. Their deep understanding of our brand came in part from years of using Genelec speakers in their own studios. This authenticity and shared passion for sound laid the foundation for a highly creative and effective collaboration.
What’s next for Genelec and Sixième Son?
Our journey is far from over. We’re developing new projects together—stay tuned for more sonic surprises. Rumor has it the next chapter will include speakers, rhythm, and maybe even a little dancing.
