November 18, 2025

The Sound of Modernization | GOSI Sonic Revamp Case Study

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Evolving a National Sound

The General Organization for Social Insurance (GOSI) is one of Saudi Arabia’s leading government entities, responsible for social insurance services that impact millions across the Kingdom.
As a trusted national brand, GOSI’s sound needed to evolve with the same modern vision driving Saudi Arabia’s transformation.

MusicGrid was commissioned to revamp GOSI’s existing sonic identity while preserving its core musical DNA. The objective was to refresh the sound for new digital and experiential touchpoints, ensuring it remains both familiar and forward looking.

Preserving Heritage, Embracing Change

We began with a detailed sonic audit to understand the structure of the existing composition. Its tone and melody carried a strong sense of heritage and recognition.
Our goal was not to replace this identity, but to modernize it through refined instrumentation, harmonic balance, and smoother melodic phrasing.

The updated sonic logo communicates clarity and confidence while maintaining the warmth of the original version. It reflects both continuity and progress — essential qualities for an institution built on trust.

Expanding the Sonic System

To make the sonic identity adaptable across platforms, we created three key adaptations:

  • Modern Adaptation for digital and corporate environments
  • Event Adaptation for conferences and ceremonies
  • Ramadan Adaptation for cultural and seasonal communication

Each adaptation follows the same core motif while adjusting tempo, tone, and energy to suit the environment. This ensures brand consistency while giving GOSI the flexibility to scale its sound across every touchpoint.

A Sound for the Future

The refreshed sonic identity now supports GOSI’s communication ecosystem across media, internal platforms, and national events.
It strengthens emotional recognition and reinforces the institution’s role as a symbol of reliability and modern governance in Saudi Arabia.

A sound that evolves, just like the nation it represents.

Deliverables

  • Refreshed Sonic Logo
  • Modern Adaptation
  • Event Adaptation
  • Ramadan Adaptation

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