As part of MTS’s global rebranding, our task was to create a new brand sound that would reflect the updated platform and visual style of the company. It had to be scalable, adapted to the digital environment, and maintain an emotional connection to the brand’s legacy. The new MTS sound is a fusion of technology and humanity. The audio identity combines digital clarity and futurism with empathy, energy, and optimism — core traits rooted in the brand’s legacy. The starting point was the brand’s logoshot, which sets the rhythmic and textural foundation of the system. Instead of a classic melodic hook, it stands out through a distinctive three-part structure — mirroring the three letters in MTS — and a combination of ASMR textures, digital percussion, and analog pads. We approached sound design much like visual identity — as a flexible, living system. The custom sample pack is modular: it includes both processed and raw assets, allowing teams to adapt, remix, and scale the sound across various touchpoints. It works equally well for small functional elements or immersive audio landscapes. One key challenge was to reflect both the brand’s heritage and its digital-forward evolution. This is expressed in the main theme — a dynamic, optimistic rhythm built on syncopated patterns, electronic percussion, and a blend of synthetic and acoustic tones. We also developed tracks and sonic signatures for MTS sub-brands. Each has its own expressive and self-sufficient sound while remaining connected to the overall ecosystem. The audio DNA of the brand is rooted in the vapor twitch microgenre — a blend of future bass and trap, featuring jazzy chords, soft textures, and ear-catching sound design. This futuristic, smooth, and energetic aesthetic is complemented by IDM, adding boutique complexity and unexpected rhythms. To balance the core genres and enhance listener comfort, we integrated elements of chillstep and downtempo. The MTS audio branding is more than a sound — it’s a living, adaptable, emotionally resonant part of the brand. Technologically advanced, yet human at its core, it’s designed to grow with the ecosystem and remain recognizable across all brand experiences.