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The Sound of Energy
Dragon Rouge Southeast Asia in partnership with Sixième Son Paris has picked up the GOLD Transform Awards Asia for best audio brand for PETRONAS. Dragon Rouge was engaged by the globally-recognised energy provider to help transform its brand image to a more progressive energy and solutions partner.
Dragon Rouge developed a new brand positioning for PETRONAS ‘Passionate about Progress’ to convey the company’s innovative spirit and commitment to customer success. As part of a comprehensive brand identity refresh, we partnered with Sixième Son to create an extensive sonic identity system to complement the brand’s bold new visual and motion identity. “With our recently launched brand positioning, we have been using our sonic identity to convey and strengthen our brand recognition in our communications. We want our distinctive sonic to create an impact on the audience. Upon hearing it, they will make an immediate connection to PETRONAS”, commented Khairul Hisham Mazlan, Head, PETRONAS Brand, Group Strategic Communications, PETRONAS.
The new visual and motion identity :
Zayn Khan, CEO Dragon Rouge Southeast Asia, added, “We are fortunate to have in PETRONAS a client who believes wholeheartedly in the power of sonic identity and music to capture the imagination of employees and customers alike. Once we had created the new brand story and visual identity, we brought in Sixième Son who are truly masters of sonic. Our brief to them was simple: translate what you are reading and seeing into sound. What they composed and produced was magic and added a whole other dimension to the brand!”
The sonic identity :
“The right sonic brand vocabulary is increasingly important to remain a leader and to engage audiences on a more profound level. Working with Dragon Rouge on the sonic branding initiative for PETRONAS has not only been an incredible opportunity, but a true indication of the brand's commitment to being a progressive energy and solutions partner for a sustainable future. We look forward to continuing our fruitful collaboration, supporting the PETRONAS sonic brand as it grows and to watch how other brands follow the leading example” – Laurent Cochini, General Director, Sixième Son.
Established in 2009, the Transform Awards has evolved into a celebration of the indispensable talent that exists within the branding sphere. Covering the Middle East and Africa, North America, Asia, Europe, Australia and New Zealand, and the Nordic region the Transform brand itself is truly global in providing such comprehensive coverage of the brand environment.