Royal Bank of Canada
At RBC we strive to see what others don’t, constantly looking for innovative ways to communicate to our valued clients. By using a sense beyond sight, Sixième Son is helping our brand grow in a meaningful way. A "sonic way". I am proud of the audio territory Sixième Son has developed for us. It truly helps amplify our brand power.
Matt McGlynn, Vice-President Brand Marketing
Propel human ambition
One Brand Promise
Challenge
RBC, Canada’s #1 Banking organization, was working on the construction of « One » brand promise to overlook all of its brand assets and form the RBC sonic identity.
We designed for them a distinctive sonic universe that captured the new RBC brand aspiration.
This was RBC’s first ever audio territory built around 3 core values:
Optimistic game changer
A leader in amplifying human ambitions
A bank supporting its clients in the now and in the future
Sonic identity
The RBC sonic identity represents a bank that is grounded in reality while still offering new opportunities for its clients.
The Sonic DNA starts with the feeling of time passing by, referencing the brand’s enduring commitment to clients and communities. Named “Echoing forward” the DNA soon evolves into a more active and energetic universe that embodies a positive, human, authentic experience. Set in the now, the grounded percussive elements merge with the airy piano notes, expressing a bright future.
We also created a shorter version of the audio logo (1,5 sec.) to endorse content right from the top on all Social Media platforms (Facebook, YouTube, Instagram).
Results
An RBC sonic logo and sting is deployed across all content and expertise.
Since June 2019, 100+ videos scored using the sonic elements—from personal banking to wealth management—generating more than 3 millions views.
Credits
CLIENT LEAD
Matt McGlynn – Vice President Brand Strategy
Georgia Fong – Senior Director Brand Strategy
Jonathan Rotchtin – Senior Manager Brand Strategy
AGENCY
Michael Boumendil – President & Chief Creative Director
Colleen Fahey – Managing Director
Valentin Fleur – Marketing Director Canada
Julien Goris – Art Director
Marion Combes, Alice Lépine, Hugo Letexier, Pierre Moreau – Designers