To develop a distinct audio identity for MTA Gaming, Sonic Minds worked closely together with the MTA Gaming team, building on the sonic DNA established during the MTA audio identity project. This collaboration focused on creating an identity that resonates with a younger audience while reflecting the unique attributes that define the MTA Gaming brand.

Audio Logo: MTA Gaming

To captivate the younger demographic of MTA Gaming, our aim was to fashion an audio logo skin that incorporates the original three-note MTA melody. We skinned this MTA melody by infusing electronic instrumentation, drawing inspiration from genres like dubstep and EDM. As a trailblazer in the Alaskan esports scene, MTA is deeply committed to fostering a vibrant local gaming community. MTA Gaming, an offshoot of MTA, focuses on organizing events and forging connections between education and technology.

The audio logo, designed to embody the attributes of Exciting, Explorative, and High-Tech, showcases composer Dave Reynaud‘s skillful use of electronic synths, pulsating drums, and brisk rhythms.

Despite the shift in style, the attributes of Co-op, Essential, and Rugged Resilience remain prominent in the audio logo. These qualities can be heard in the logo’s build-up and drum fill leading into the familiar MTA melody, providing the audience with a glimpse into the core essence of MTA while aligning with the company’s cooperative nature.

Brand Track: MTA Gaming

To create a more diverse sonic experience and enhance appeal with MTA Gaming’s younger audience, the team looked to create a second ‘MTA Gaming’ brand track. In doing so, we leaned more heavily into key attributes: Exciting, High-Tech, and Explorative. In keeping with the MTA audio DNA, developed during the audio logo process, the three-note MTA melody was injected into the MTA Gaming track. However, this time the melody was electronically manipulated—chopped up and pitched up and down—to resonate more with MTA Gaming’s technological aspect and younger audience.

Composer Dave Reynaud created this brand track in the style of gamer-friendly music genres like EDM, Dubstep, and Hyperpop. Various musical elements were employed to highlight key attributes – High-tech, Exciting, and Explorative:

• High-Tech: To emphasize the attribute of high-tech, this brand track incorporated contemporary sound design reminiscent of electronic genres such as Dubstep and EDM. Hard drums, fast synths, and modern production techniques were employed to create a youthful and technologically-driven feel.
• Exciting: The brand track utilized vocals that were electronically pitched up and down in playful ways, creating a question-and-answer dynamic with the manipulated MTA melody. The combination of these elements creates an exciting listening experience, reflecting MTA Gaming’s commitment to providing exciting and engaging experiences.
• Explorative: To reflect gaming’s explorative nature, modern production techniques were used to create an adventurous feel. The faster-paced rhythms create forward motion, representing MTA Gaming’s drive to be adventurous and high-energy.