Etihad creates new sonic brand

Sonic branding agency, Sixième Son has developed a sonic identity for Etihad Airways.

With Etihad recognising it needed to create a stronger brand experience, at every touchpoint and beyond its visual assets, Sixième Son flew in musicians from the region to record live and blended traditional instruments with organic and electronic textures, making them over and respond to one another, to produce a complete sonic identity, unique to the Etihad experience.

Etihad’s sonic branding has been integrated across all touchpoints, from digital communication, TVCs, terminals and lounges as well as onboard the aircraft to deliver a consistent experience and drive brand recognition.

Amina Taher, Vice President Brand, Marketing & Sponsorships, Etihad Airways, said: “Etihad’s brand promise is to bring the world to Abu Dhabi. Inspired by the UAE capital, the launch of our sonic identity is an expression of not just our home, but our culture. It is an eclectic mix of Emirati and international instrumentation and arrangements, played by musicians based in the UAE and around the world.

“Our guests and stakeholders will hear dozens of bespoke music tracks which have been built from a single sonic DNA when on board our aircraft, in our lounges, at events, when calling our contact centre, on the radio, and across our branded content.”

Laurent Cochini, Managing Director, Sixième Son, said: “The tailormade sonic experience will create positive brand memories. Etihad really understands the power of sound and how it can enrich the conversation with its guests. A first for both Etihad and Sixième Son, we are delighted to be shortlisted for the Transform Awards. Working with the Etihad team has been mutually enriching and we’re truly grateful they worked with us to challenge industry norms.”