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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 10, 2025
Why Sonic Identity Matters for Government and Public Sector Brands in the Gulf
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In the Gulf, government and public sector brands play a central role in shaping national identity. From digital platforms and services to tourism and culture, the way these institutions show up matters. And as branding continues to evolve, one element is finally getting the attention it deserves: sound.
Sonic identity is no longer just for consumer brands. Today, public entities across Saudi Arabia, the UAE, and the wider GCC are investing in custom sound design to increase trust, signal innovation, and create recognition across touchpoints.
Why Sound Is Strategic for the Public Sector
Public sector brands often speak to millions. Their message needs to be clear, memorable, and aligned with national values. Sound helps them do that. Instantly.
Whether it’s a sonic logo at the end of a government video, music behind a service app, or branded audio in a tourism activation, the right sound can:
- Enhance recognition across platforms
- Build emotional connection with citizens
- Support a brand’s shift toward digital and future-ready experiences
Trusted, Clear, and Modern
One of the biggest challenges for government communication is tone. The brand needs to feel official and credible, but still warm and human. That’s where music and audio branding come in.
A great sonic identity communicates exactly what words and visuals cannot. And when done right, it becomes part of how people recognize and remember a service.
At MusicGrid, we’ve helped several government-facing organizations strike this balance. For example, we partnered with SCAI (a Public Investment Fund company) to create a sound that reflects clarity, national alignment, and forward-looking innovation. We also worked on a sonic revamp for GOSI, helping it modernize its tone while preserving a sense of institutional trust.
More Than Just a Logo
When we talk about sonic branding, we’re not just talking about a single logo. The full strategy can include:
- Custom sonic DNA and themes
- UX and UI audio for apps or digital services
- Event idents and motion audio
- Background scores for videos and platforms
- Ambient sound for customer spaces or exhibitions
In our work with Monshaat, we developed multiple sound assets that support entrepreneurship and innovation, aligned with the broader Vision 2030 narrative. For Saudi Arabia’s GSTC, we helped create an immersive sonic environment that reflected the kingdom’s role in shaping the future of global tourism.
A Region Setting the Standard
The GCC is quickly becoming a region that defines how sound is used in public and national branding. Whether it’s a digital portal, smart city initiative, or culture-forward campaign, audio is playing a bigger role in how public institutions present themselves.
And the ones who do it well are already seeing the benefits in recognition, reach, and engagement.
Start with Strategy
If you’re in government, tourism, or public service, it’s time to think about how your brand sounds. The process begins with defining your values and audience. Then comes crafting a sound that supports your message across all channels. Not just once, but over time.
We’re proud to have worked on some of the region’s most forward-thinking public sector projects. If you’re ready to explore what sonic identity could mean for your brand, reach out to our team.
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Our Blog
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