Sixième Son is a global sonic branding agency that creates long-lasting sonic identities, designs sonic interfaces for human-machine technology and provides soundscapes for environmental brand experiences.
ROYAL BANK OF CANADA sonic branding by Sixième Son
Royal Bank of Canada, Canada’s #1 Banking organization, was working on the construction of « One » brand promise to overlook all of its brand assets.
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 in the category
A leader amplifying human ambitions
A bank supporting its clients in the now and in the future
The sonic identity conveys the idea of a bank grounded in reality but also capable of offering new opportunities for its clients.
The Sonic DNA starts with the sense of time passing, signifying the brand’s enduring commitment to clients and communities. Named “Echoing forward” the DNA soon evolves into a more active and energetic universe to embody a positive and human experience. Set in the now, the grounded (drum) elements merge with the airy piano notes, leading to the expression of a bright future.
From a tactical point of view, we 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).
An audio logo and sting deployed across all content and expertise.
Since June 2019, it’s in 100+ videos scored using the sonic elements, from personal banking to wealth management generating more than 3 millions views.