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.
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SONIC BRANDING FOR NON-PROFIT ORGs (Action contre la Faim)
1 July 2020 7:11am
Action contre la Faim (ACF) is a French non-profit organization, leading in the fight against hunger. With the help of a sonic identity designed by Sixième Son, the organization turns to the emotional power of music to support campaigns and fundraisers, to raise awareness for the cause and to motivate people to join the fight.
A SOUND TO RAISE AWARENESS AND GIVE HOPE
Hunger affects about 821 million people around the world, a number that ACF aims to greatly reduce and eradicate. This requires engaging, informative and authentic content that will move people to understand how they can help and to get involved. The sonic identity provides a new level of brand activation with a tool and strategy that will support content with a message of hope, solidarity and engagement.
The creative concept behind the sonic identity is a clear narrative: alert, inform, emphasize and solve. Additionally, mixing acoustic and electronic textures conveys the brand values: transparency, independence and professionalism. However, the music diverges from common descriptors heard in non-profit communications, such as tragic, pity, or helpless. The music errs on the optimistic spectrum, without being naïve, unrealistic or overenthusiastic. There’s a sense of strong determination with an eye on the future and focus on the progress that will be made.
A SOUND TO SUPPORT VOLUNTEERS AND CONNECT
The sonic identity brings consistency and coherence across all touchpoints and is thought of as a lever to coordinate and be more efficient. As the success of ACF is very dependant on the power and impact of its communication content, the sonic identity has been adapted to several key touchpoints, most notably the customer service line, which improves the quality of support and experience for all audiences. It also creates a strong link between all ACF collaborators, in all parts of the world; i.e. employees, volunteers, partners, donors and members.
« The sonic identity is designed to adapt to multiple brand touchpoints without losing the essence of the message : increase awareness, mobilize and react against hunger. The music supports basic to highly emotional content and amplifies the message as well as our impact. » -Jean-François Riffaud, General Director, ACF
« The power of the ACF sonic branding strategy stems from its ability to give meaning and engage, while at the same time distancing itself from typical emotional cues in the category. It instead benefits from modern and rhythmic sonic textures, and echos the urgency to coordinate in order to succeed, particularly pertinent to the current crisis. We are really proud of this partnership and moved that this sonic identity will resonate in all areas in which the organization is active. » -Laurent Cochini, General Director, Sixième Son
· Agency : Sixième Son
· President & Creative Director : Michaël Boumendil
· Managing Director : Laurent Cochini
· Senior Art Director : Julien Goris
· Project Directors : Marie-Claire Chevalier & Yassinn Diouri
· Musical design : Alexis Mangou
· Client : Action contre la Faim