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.