Sound of the Ecosystem. MTS Audio Branding
As part of the company's major rebranding, it was necessary to create a new sound that would be in line with MTS's renewed brand platform and visual style. The MTS audio branding included the development of a comprehensive aesthetic sound system scalable across the entire company's ecosystem. Our task was to adapt the audio branding for the digital environment.
The new brand sound had to be distinctive, unique and memorable. To capture its essence, the sound identity blends two key sides of the brand character. One reflects technology, digital innovation, and a futuristic feel. The other brings warmth, energy, empathy, and optimism — qualities deeply rooted in the brand’s heritage.
We brought this concept to life in the brand’s logo shot, which became the starting point for the entire project. It is mostly rhythmic, with many textural layers and ASMR techniques, without its memorable melodic phrase. Instead, its uniqueness and recognition come from a distinctive rhythmic pattern and expressive tonal colour. Just like the brand’s three-letter name, both the logo shot and the MTS audio logo follow a three-part structure — both in rhythm and timbre. Our audio logo features three main sound elements: ASMR textures, a digital percussion section, and analogue pads with accents from a pluck synthesizer.
Our approach to audio image and system design is methodologically similar to creating a brand’s visual identity. In sound design, we must build a scalable and flexible system — one that can grow, evolve, and adapt alongside the brand while maintaining the energy and consistency of the original concept. The sample pack developed for MTS is precisely such a system. We have created a modular toolkit that can be used either by adding small sound elements for subtle details or by layering them together to create rich, immersive audio landscapes.
To make use of the sample pack more versatile and flexible, we have included both processed sounds with effects and the original raw recordings. This way, the client’s team can easily reinterpret and experiment with individual sound elements, adapting them to their creative needs.
Another key point of the work was to capture the connection between MTS’s legacy and the digital sound of the future. We have found the solution for this request in the MTS main theme, which harmonises an energetic, optimistic rhythm, intricate syncopated patterns, electronic percussion, and a blend of synthesized and acoustic tones.
Beyond the main theme, we have composed tracks and developed a unique sound character for the company's sub-brands. Just like in visual branding, each sub-brand’s sound is expressive and self-sufficient while still drawing from the original concept. This ensures that all elements remain part of a cohesive ecosystem.
Besides specific musical solutions, we have also defined the overall sound aesthetics, defining the genre boundaries that shape MTS’s sonic identity. At the core of the brand’s audio DNA is the microgenre vapor twitch — a fusion of future bass and trap, characterised by light melodies layered over jazzy and funky chords, rich sound design, and catchy, earworm-like elements. Its futuristic, smooth, and dynamic sound goes along well with the overall character of the brand. Complementing this accessible future pop foundation is IDM, known for its mesmerising textures and unpredictable rhythmic patterns. Its complexity and innovation add a refined, boutique-like quality to the overall sound. To balance these central genres, we have incorporated chillstep and downtempo, bringing a relaxed, soothing element that enhances clarity and ensures a comfortable listening experience for users.
