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Monsha’at, Saudi Arabia’s Small and Medium Enterprises General Authority, plays a leading role in supporting entrepreneurs and accelerating national growth. As part of its broader communication strategy, Monsha’at partnered with MusicGrid to develop a distinctive sonic identity that reflects its values, mission, and national relevance.
As Saudi Arabia undergoes digital transformation, sound has become an essential part of how institutions communicate. Sonic branding builds recognition, emotional connection, and consistency across platforms such as events, government videos, internal systems, and digital content.
Monsha’at identified sound as a strategic asset that could support its public image and connect more deeply with the SME community.
We composed the music using a blend of traditional Saudi instrumentation and modern production to ensure cultural relevance and long-term usability.
This sonic identity supports Monsha’at’s role in Saudi society, making its presence instantly recognizable while reinforcing the organization’s leadership in entrepreneurship and innovation.
"We designed a sound that feels credible, uplifting, and uniquely Saudi. It supports Monsha’at’s mission and builds long-term brand recognition." — Sami El-Quqa, CEO, MusicGrid
This project is part of a wider movement across Saudi Arabia to modernize brand communication through culture, creativity, and technology. Monsha’at’s use of sound demonstrates forward thinking, national alignment, and a strong commitment to improving public engagement.
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