Raffi Hayrapet
Sonic Branding Advisor
ATG
A comprehensive sonic identity, in collaboration with Sonic Minds, for ATG a Swedish sports platform focused on horse racing and competitive events
Audio Logo
The audio logo for ATG opens with three powerful, stadium-style drum hits, designed to build anticipation and a sense of grandeur, followed by the energetic “woo!” (Raffi’s own voice, pitched and processed.)
The logo was designed to evoke the excitement and celebratory atmosphere of a sport's arena.
Brand Tracks
Raffi also created a diverse collection of brand tracks, spanning styles from high-energy breakbeat to K-Pop, intended for use across brand touchpoints such as social media and TV broadcasts.
Though only Atmospheric was officially selected, the full collection were made to express the brand's multifaceted identity.
The outcome
Commercial-ready sonic assets that build a dynamic through-line across campaigns and touch-points. The audio logo sets the tone for music selection; high-energy, quirky, and fast, while the visuals align to create a more cohesive, story-driven campaign.