In the vast expanse of Alaska’s rugged terrain, where connectivity poses unique challenges, MTA stands out as a beacon of technological advancement and community empowerment. Since its inception in 1953, Matanuska Telecom Association, Inc. (MTA) has been more than a technology company; it has been a lifeline, knitting together the far corners of the last frontier.

To begin the audio identity development process, Sonic Minds collaborated closely with the MTA team, uncovering their core attributes that best represent MTA’s brand personality. This involved understanding MTA’s vision, values, and target audience, as well as analyzing their existing brand assets.

Considering MTA’s needs, we assembled the following team for this project:

John Cleworth – Project Lead & Audio Branding Consultant

Anton Sherar – Audio Branding Consultant

Dave Reynaud – Composer & Sound Designer

Through extensive discussions and brainstorming sessions, Sonic Minds and MTA identified six key attributes that encapsulated different aspects of MTA’s brand personality:

• Co-op
• Explorative
• High-tech
• Essential
• Rugged Resilience
• Exciting

The next task was to convert these six key attributes into sound.

• To capture the key attribute of “co-op,” our aim was to utilize warm, recognizable, and acoustic real-world sounds that evoke an indoor, cozy atmosphere.
• In translating the attribute of “explorative” into sound, we took a minimalistic approach and ventured beyond conventional sounds, incorporating unexpected and unconventional elements.
• For the attribute of “high-tech,” we focused on contemporary sound design with an electronic emphasis, employing synthesis techniques to convey a sense of energy, flow, and movement.
• In translating “essential” into sound, our objective was to create clear and stable harmonies that provided a strong melodic direction and clear harmonic resolution.
• The attribute of “rugged resilience” called for a weighted and full-spectrum sound, featuring layered elements and a prominent low-end, evoking an outdoor atmosphere.
• When addressing the attribute of “exciting,” we sought to inject high-energy and pulsing rhythms, creating an exhilarating auditory experience.

Audio Logo

To create the audio logo for MTA, Sonic Minds took inspiration from the colors, sounds, and symbols of the Alaskan landscape. The audio identity also drew influences from the unique color palette of the MTA brand, ensuring a cohesive visual and auditory representation of the company.
It captured the essence of the Alaskan landscape by incorporating elements such as icy winds, glacial ice flows, and rivers.

Glacier Shards

In capturing the essence of the Alaskan landscape, Dave Reynaud, used a spectral equalization technique to bring out the natural harmonics of these elements, creating a musical quality as if the ice shards themselves were playing music. Additionally, real-life resonances of organic objects were incorporated into the audio logo to add authenticity and depth to the sound.

‘Returning Home’

The audio logo bridged the connection between nature and technology, reflecting the company’s dedication to both outdoor exploration and indoor safety. It evoked a sense of returning home to warmth and comfort, therefore creating an emotional connection with the audience.

Digital Realm

In addition to natural and ambient sounds, the audio logo also incorporated elements of industrial distortion and interference from the digital realm. This further emphasized MTA’s position as a modern technology company, while still maintaining a harmonious balance between nature and technology.

By crafting the audio logo in this manner, Sonic Minds created a musical representation that effectively explained the connection between MTA, the Alaskan landscape, and the company’s innovative and progressive approach to their services.

Brand Track: Across The Divide

The composition of the brand track balanced introspective moments with epic sections, representing the journey of MTA as they combine their essential services with innovative technology. The track built anticipation and captured the listener’s attention, showcasing the brand’s dynamic and progressive nature.

The brand track was crafted with careful consideration of the key attributes and desired emotions associated with MTA’s brand personality. Various musical elements were incorporated into the composition to reflect and enhance each attribute:

• Co-op: The brand track utilized orchestral instrumentation to evoke a sense of collaboration and cooperation. The use of multiple instruments working together in harmony symbolized the collective effort and community-oriented approach.
• Explorative: The track featured a mix of pulsing synths and percussive hits to create an adventurous and exploratory atmosphere. These elements provided a sense of curiosity and forward motion, representing MTA Solutions’ drive for innovation and pushing boundaries.
• High-tech: To convey the attribute of high-tech, the brand track incorporated futuristic and electronic sounds. Pulsating synths, glitch effects, and modern production techniques were employed to create a contemporary and technologically-driven ambiance.
• Essential: The brand track utilized a melancholic piano to convey a sense of importance and significance. The introspective and emotive nature of the piano melody captured the essence of essentiality and the company’s focus on delivering indispensable services.
• Rugged Resilience: Tense strings and powerful percussion were integrated into the track to symbolize strength, resilience, and endurance. These elements created a sense of determination and robustness, representing MTA Solutions’ ability to overcome challenges.
• Exciting: The brand track featured building choirs, dynamic peaks and valleys, and epic sections to generate excitement and energy. The combination of these elements created a thrilling and captivating atmosphere, reflecting MTA Solutions’ commitment to providing exciting and engaging experiences.

Bumpers: 3, 5, 6

Bumper sounds are short, impactful audio elements used to punctuate transitions, such as the beginning or end of commercials, videos, or presentations. Sonic Minds developed bumper sounds for MTA to create sonic consistency and reinforce their brand identity across various touch points.

These bumper sounds were carefully designed to align with MTA’s key attributes and brand personality. They are typically brief, attention-grabbing, and distinctive, leaving a lasting impression on the listener. By incorporating sonically consistent bumper sounds, MTA ensures a cohesive brand experience and reinforces their brand identity in a memorable way.