Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


Somfy Systems, the world's leading manufacturer of specialized motors and control systems for window coverings, introduced a new line of silent motors that fit discreetly within a variety of interior shades and screens. The name, to be registered worldwide, had to appeal to an international audience of both B-to-B clients (manufacturers, dealers, designers, architects) and consumers. Somfy selected Applebaum to develop a strong brand name that would differentiate from their other product lines. The team at Applebaum drew on its wide-ranging knowledge of languages to conceive the name Sonesse. Derived from Latin, Sonesse conveys quiet serenity and supports the "peaceful is beautiful" product positioning with a premium tone appropriate for both professionals and consumers across international markets.