Sixième Son

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.

Paris, France
Founded: 1995
Staff: 35
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Skills
sonic branding
sonic identity
Audio Post Production
branding agency
Branding/Identity
Branding/design
environmental sound design
UX strategy & planning
Production
Product Innovation

and 2 more

Clients
AXA
michelin
Huggies
Unilever
Astra Zeneca
Renault
Vueling
Paris Airports
Royal Air Maroc
SNCF

and 13 more

Sector Experience

brand strategy
Brand Positioning
Brand Engagement
Brand Marketing
brand innovation
Branded content creation
sonic branding
sonic identity
audio branding
audio identity
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Sonic branding for TEGNA news channels

As news-watching moved from TVs to handsets, Tegna, realized it needed to simplify and enliven its graphics. But the traditional news music with its big orchestras, trumpets and trombones, no longer fit the crisp new graphics.

The music needed to move into fresher, cleaner and more contemporary territory.

SONIC IDENTITY

A bright new audio universe was created for signals, opens, alerts, transitions, beds, bump-ins and bump-outs.

The signature sound captures the Tegna brand: community-oriented, clean, curated, focused, audience-centric and forward-looking. It stands out as cleaner and less emotionally manipulative than the typical trumpets and trombones of news music

RESULTS

The new graphics and music have rolled out across Tegna stations all around the country and, later, a follow-on set was created to give the stations more options to choose from.

The Director of Marketing, Meredith Conte says, “We went non-traditional with the music. It’s a street sound that includes the sound of human instruments, such as clapping, stomping or human voices”.

As one of our marketing directors said,‘it puts a lot of soul into a soulless category.’ It reflects the humanity of our journalists and the stories we tell.”

Tags

sonic branding
audio branding
sonic logo
audio logo
sonic identity
audio identity
Brand strategy
Brand Identity
Brand Identity Design
Marketing and Promotions Strategy
Communications Strategy

Clients

TEGNA