Silhouette d'une personne regardant un ciel étoilé rempli de la Voie lactée.

MV GROUP’S NEW SOUND IDENTITY

Mooders was asked by Olivier Méril, Chairman of MV Group, to create a new sound identity for the group.

A strong, singular sound logo to express themselves with a single voice. This project comes at a strategic moment in MV Group’s development: strong growth, expanded expertise and offering, acquisition of new key accounts, new graphic identity, new head office, recruitment of new talent…

Eight subsidiaries and 300 employees are now united under the MV Group brand:

Yumens – Digital strategy consulting agency

GoodBuyMedia – Media and digital strategy consulting agency

301 – School for digital professions

KPI Advance – Business strategy consulting

Winbound – Inbound marketing agency

Avanci – Data & CRM consulting agency

Graphisweet – Audiovisual consulting agency

Tribu – Social Media communications agency

The challenges of creating the group’s sound identity

The main objective of this project for MV Group is multiple. Create a strong sound identity to embody the Group’s future communications. Establish the brand through sound and differentiate itself from its competitors. Create a strong, lasting memory with customers and employees.

The creative brief

MV Group’s sound identity had to bring together both the human and the digital, thus adhering as closely as possible to the group’s DNA. This DNA is characterized by a 90% digital orientation, a strong results-oriented culture, a commitment to consulting and customer support, as well as the group’s synergy and global offering. The sound identity must embody three essential keywords: Pleasure, Progress and Performance, for a sound identity that reflects the modernity, commitment and excellence carried by MV Group.

The music brief

MV Group’s sound identity should explore a soaring, inspiring and emotional mood, using the “digital galaxy” as an opening sound on a new digital portal. This sound identity should also have a highly cinematic dimension, with a bewitching, secretive spirit, while reflecting a premium positioning for a move upmarket.

Creating the group’s sound identity

After a number of discussions with the team, ideas were put forward prior to the creative process, backed up by references to brand logos, music and sound textures…

We then worked on two distinct creative intentions. Each proposal incorporates the elements requested in the brief, but expressed with different markers.

The 1st sound logo proposal: “Galaxy M”.

Focus on the MV Group Offer

The first sound logo proposal, entitled “Galaxy M”, emphasizes the MV Group’s offering with a creation focused on the variety, richness and complementarity of the Group’s services and expertise. The richness is expressed through three memorable piano notes and orchestral sounds that evoke the multitude and diversity of expertise. The 360° approach translates into a full filling of the sound spectrum, from bass to treble, with a dynamic stereo effect from left to right, or vice versa. Finally, the digital aspect is captured by a simple, clean impact, with a digital and technological kick sound, underlining our modernity and orientation towards the future.

Composition & Musical vocabulary

The compositional axis and musical vocabulary for this first proposal include a minor key and harmonic density to underline the richness of expertise. Distorted electric guitar chords add a modern touch, while a layer of pads and keyboards evokes the “digital galaxy”. The melody builds to a crescendo, while discreet yet impactful percussion reinforces the brand’s presence, and a resonant final echo allows us to “see far ahead” and look to the future.

Sound logo design

A “V”-shaped melody to match the group’s new visual identity, with 3 hooks on the graphic charter and 3 melodic notes for the 3 fundamental values.

The 2nd sound logo proposal: “L’Humain Digital” (The Digital Human)

Focusing on MV Group values

The second sound logo proposal focuses on the values of progress, performance and human capital. It includes harmonious chords, warm acoustic instruments and voices to evoke pleasure. Progress is embodied by a modern, technological sound design, while performance is represented by progressive rhythmic elements and a dynamic crescendo.

Composition & Musical vocabulary

“L’Humain Digital” borrows a minor key and harmonic density to underline the wealth of expertise. It begins with an abundance of discreet notes that gradually accelerate, creating anticipation. A pulse of pads and keyboards, accompanied by sound design and sound effects, evokes the digital universe. An uplifting, anthem-like melody combines male and female voices to demonstrate the richness and diversity of the band’s human capital. A powerful rhythmic impact underlines the notion of commitment, while a long reverberation and resonant echo allow us to “see far ahead” and project into the future.

Sound logo design

The construction of the sound logo begins with a crescendo of chords to reflect the 360° global vision and diversity of expertise. Two sung notes unite, build momentum and enrich the experience. Finally, a percussive impact and a resonant chord allow us to project, imagine and innovate.

The final version

These 2 proposed tracks eventually evolved into a much more streamlined, impactful and cinematic search (cf. the reference to the Netflix sound logo).

So we had to look for more body, more presence, fewer notes, in order to identify a special color, an all-encompassing, resonant sonority: this digital galaxy, a shimmer of skills and expertise.

Here’s the chosen sound signature: