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Sami El-Quqa, CEO of MusicGrid, Featured in Transform Magazine
We’re proud to share that Sami El-Quqa, CEO and founder of MusicGrid, has been featured in Transform Magazine, where he discusses the growing role of sonic branding in Saudi Arabia.
August 31, 2025
Why More GCC Brands Are Investing in Sound Strategy and Brand Recall
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Across the Gulf region, from Saudi Arabia to the UAE and beyond, brands are moving fast. Visual storytelling has matured. Design systems are more refined. But in the last two years, one trend has taken off: sonic branding.
More GCC brands are developing long-term sound strategies to support brand recall, build consistency across platforms, and connect emotionally with audiences. This shift is not just about adding a sonic logo. It is about creating a complete sound identity that evolves with the brand and fits every touchpoint.
Why Sound Strategy Is Gaining Ground in the Gulf
In a region where audiences are digitally connected and brand experiences span physical and virtual space, sound is becoming a key ingredient in building recognition and trust. It helps brands stay top of mind across platforms like apps, ads, websites, and in-store environments.
At MusicGrid, we are seeing GCC companies invest in structured sonic systems rather than one-off pieces. This includes sound strategy development, sonic logo design, and cross-platform adaptations that drive emotional impact and consistency.
What Is Driving the Demand
1. Multi-Platform Brand Experiences
From social campaigns to fintech apps and call center IVRs, brands are being heard in more places than ever. A cohesive sound identity helps unify that experience.
2. Growing Local Awareness
Gulf audiences now recognize when a brand sounds familiar. A distinct sonic identity builds emotional memory and reinforces trust. Our work with Nada Dairy, for example, helped them modernize their brand sound while preserving the sense of heritage and warmth they are known for.
3. The Need to Stand Out
Many GCC brands now compete in both local and international markets. Sound strategy provides a way to express identity with more depth. This was key in our collaboration with Trolley, where we built a recognizable sonic DNA that reflected their values and brand personality.
Sound Strategy Is Not Just a Logo
Sonic branding includes a lot more than a few notes. It often includes:
- A sonic logo for recognition
- Brand soundtracks and background scores
- UI sounds for digital products
- Voice, tone, and audio UX guidelines
- Localized adaptations for different countries and campaigns
In our project for Nana, for example, we created sonic assets tailored for app use, commercial spots, and brand comms. The system was built to evolve as the brand grows.
Building Long-Term Recall
According to a study by Ipsos, audio logos are 8.5 times more likely to trigger brand recognition than visual logos when played on their own. That is why sound strategy is not just a creative exercise. It is a smart investment in recall, emotional branding, and audience connection.
To see more real-world projects from the Gulf region, visit our sonic branding portfolio.
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