SONIC BRANDING CAMPAIGN — TECH STARTUP

A fast-growing AI technology company needed a complete sonic identity — from a 3-second logo sting to a 60-second brand anthem — that communicated innovation and humanity simultaneously without defaulting to clichéd "tech music" tropes.

The brand's visual identity was minimal and sophisticated. Their audio touchpoints — notification sounds, video backgrounds, presentation music — were generic stock library fare that actively undermined the premium positioning they'd built. The brief was ambitious: create a sonic world that could live across every format.

I built a modular sonic system from a single melodic motif — a 5-note phrase that could be stretched into an anthem, compressed into a 0.5-second notification tone, and harmonically expanded into background pieces. Every audio touchpoint derived from the same DNA, creating coherence without monotony.

The core motif was developed over two weeks of iteration — testing across different timbres, tempos, and harmonic contexts to find the version that was instantly recognizable and emotionally resonant. From there, I developed 22 distinct audio assets across 6 format categories, all traceable to the source motif.

GALLERY