The launch of 5G in Malaysia marked a technological leap, but MY5G Portal wanted to go beyond infrastructure. They needed to build excitement, trust, and mass adoption. That’s where sonic branding came in. Partnering with Sixième Son, MY5G infused their brand experience with a sonic identity that makes the future of connectivity feel tangible, vibrant, and uniquely Malaysian.
Tag: Audio Identity
Deemah
When Deemah, the beloved Saudi snack brand, refreshed its visual identity in 2022, it needed more than just a new look—it needed sonic branding. To connect deeply with Gen Z while preserving its core message of joy and family-friendly fun, Deemah partnered with Sixième Son to create a unique sonic identity. The result is an upbeat, globally-inspired audio logo that’s as catchy as it is adaptable, embodying both innovation and tradition. Discover how sound became Deemah’s new secret ingredient.
Chang’an Deepal Auto
To launch its EV brand, Deepal partnered with Sixième Son to craft a bold sonic branding. This sonic identity breaks from traditional automotive codes and defines a new sound for electric mobility. It’s inspired by nature, shaped by human emotion, and powered by technology.
Co-Operators
Co-Operators, one of the leading all-Canadian financial services co-operative, introduced a new sonic identity to complement their new visual identity. In a competitive market, their sonic logo embodies collaboration and equality, resonating with their values. This recognizable earprint now amplifies their presence and stands as a core asset.
The AA
The AA’s vibrant, funky sonic identity instills confidence and appeals across generations. Deployed in campaigns, digital kits, and emergency lines, the sound enhances brand recall while embodying the AA’s helpful, approachable image.
TaxAct
The TaxAct whistling sonic logo, reinforced by jingling coins and rhythmic syllables, increases brand recognition. In 2022, the TaxAct sonic identity dominated online tax prep ads, effectively countering high-profile competitors with memorable, positive sound cues.
Huggies
The Huggies adaptable sonic identity, with tender and playful versions, reflects the bond between mother and child. Applied across baby and toddler content, it reinforces brand warmth and emotional connection.
Cathay
When you want to embody a loved and iconic brand like Cathay Pacific, you have to cherish the legacy and the vision of the brand. The “Song of Cathay”, the sonic identity we have created, inspired by Hong Kong’s vibrancy, celebrates travel and hospitality, enriches the beauty and excellence of the brand patrimony. Integrated into lounges, flights, and customer service, it deepens emotional connections with passengers.
