Sonic Branding

The Sound of GSTC

Project Brief

The General Secretariat of the Tax and Customs Committee (GSTC) partnered with MusicGrid to create a sonic identity that reflects its authority, clarity, and neutrality. The aim was to build a sound that would strengthen GSTC’s presence across formal and digital touchpoints—helping reinforce trust between government and private sector audiences.
Date
December 3, 2024
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Our process

Creating sound that builds trust and authority

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The Challenge

GSTC needed a sound that could hold institutional weight while remaining modern and accessible. As a government entity responsible for dispute resolution between tax and customs stakeholders, its audio presence had to feel official yet neutral—something that would work just as well in a courtroom intro as it would in a website notification.

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Our Approach

We began by identifying GSTC’s core communication values: professionalism, clarity, and impartiality. These informed a main sonic theme—built around orchestral tones and structured pacing. We then crafted a digital adaptation that simplified the theme for screens and smaller moments, such as web animations, alerts, or educational videos.

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The Solution

  • Main Sonic Identity – Designed for formal settings: events, rulings, and content tied to authority
  • Digital Adaptation – Short-form cues built for online platforms and interactive touchpoints
  • Audio System – A flexible sonic architecture aligned with GSTC’s public service mandate
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    The Impact

    GSTC now speaks with one voice—across platforms and audiences. The sonic identity reinforces the committee’s credibility and neutrality, while the digital cues ensure accessibility and consistency online. As users engage with GSTC services, the sound becomes a subtle signal of clarity and structure—reflecting a modern approach to government communication.

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