MassiveMusic has lengthy been recognized for shaping how manufacturers really feel as a lot as how they sound or behave, and now they’ve entered a brand new chapter, marked by a complete new model and digital evolution by Koto. The brand new id arrives because the music and sound accomplice consolidates a wider suite of B2B providers beneath one go-to-market model, marking a strategic shift for an organization that has spent 25 years pushing sound into the centre of name expertise.
In some ways, this second feels inevitable. The music panorama has fractured, scaled, and grow to be more and more technical, whereas manufacturers are hungrier than ever for coherent, distinctive audio signatures.
MassiveMusic has been on the forefront of that shift, pioneering sonic identities and treating sound as a core strategic device slightly than an ornamental flourish. With extra music infrastructure and licensing capabilities now beneath one roof, the crew wanted an id and web site that would sign that ambition.
Koto’s place to begin was strategic. The transient requested them to unite a set of beforehand distinct enterprise items, every with its personal legacy and strengths, with out dropping the artistic character that made MassiveMusic recognisable. To realize this, a brand new positioning was constructed across the expansive thought of ‘New Dimensions in Sound’, which now anchors the entire system.
Tom Moloney, senior technique director at Koto, displays the weird mixture of capabilities now housed throughout the model, explaining how this “extremely complementary merger of skillsets, know-how and experience opens up a lot of thrilling potential purposes and prospects for music, sound and audio.”
Koto additionally refined the model’s verbal id, so it now sits within the house between readability and creativity, holding the tone assured and grounded within the emotional actuality of working with sound. It was developed to be exact with out being sterile and expressive with out drifting into abstraction, giving MassiveMusic a language that may flex from creative collaboration to enterprise-level partnership.
Visually, Koto centered on making sound really feel bodily. The refreshed brand retains its uneven character however sharpens the strains and posture, giving it extra authority with out sanding off its character. The customized wordmark leans into width and weight for presence, whereas nonetheless carrying heat in its curves.
Color is dealt with with restraint, with most purposes counting on monochrome, and MassiveMusic’s signature orange is used sparingly to chop via when power is required.
Typography performs a extra energetic position, formed round rhythm and quantity. Utilizing Forma DJR Show, the system adapts throughout quiet, medium, and loud modes, demonstrating the neat analogue of how sound behaves in the actual world. These typographic shifts underpin every thing from inner comms to high-impact advertising moments.
A generative sample language sits on the coronary heart of the id, visualising the physiological results of music, equivalent to goosebumps, tingling spines, and dilated pupils. Reasonably than treating them as ornamental belongings, the crew rooted every impact within the music itself. Gradients pulse like frequencies, movement reacts to texture, and imagery feels as whether it is responding to an unseen beat – all designed to really feel sensory on each degree.
Expressive moments are used all through the digital expertise as properly. Koto rebuilt the web site from the bottom up with Good Metropolis, its improvement accomplice, translating movement ideas initially crafted in After Results into light-weight, browser-native code. This method ensured the id did not flatten out as soon as it reached the net, a typical pitfall for expressive manufacturers.
Koto’s digital artistic director, Anton Martinez, describes the complexity behind this. “We pushed one another — turning visible results into musical variables, after which into code,” he says.
Whereas the artistic route landed early, efficiency grew to become the actual puzzle. Anton provides: “These textures had been going to be a giant a part of the digital expertise, so we needed to verify every thing ran easily for everybody – not simply on trendy browsers or the most recent gadgets.”
The crew optimised shaders, streamlined loading behaviour, and constructed the consequences instantly into the CMS, permitting MassiveMusic to generate belongings with out specialist software program. “No additional software program, no manufacturing crew – they only add a picture or video, and the impact will get utilized mechanically,” Anton explains. This sort of back-end craftsmanship ensures the system scales with out dropping constancy.
Having that intentional unity between model and digital was a core focus for Koto’s crew. “We needed to carry that very same model quantity into the digital expertise and ensure the id holds up on digital, not simply in decks,” says Koto artistic director Sam Howard. “We constructed the technique, the system, and the location to work as one.”
MassiveMusic additionally feels that the work precisely units the tone for its subsequent part of development. Paul Langworthy, chief income officer of Songtradr and MassiveMusic, says: “Our new model id and digital presence expertly seize our artistic ambition, technological depth and the true impression our work has on audiences.” It is a platform, he provides, for redefining the position of music and sound for immediately’s most formidable manufacturers.
Sound has all the time demanded a bit extra persuasion to earn its place on the high desk in branding, however as Tom notes, the proof is stronger than ever. The expansion of AI-driven audio manufacturing, new channels for sound, and extra subtle measurement instruments are reshaping what’s potential. “The one factor that can all the time matter is the way it makes you are feeling,” he says. Anchoring the model in that emotional fact provides MassiveMusic a system that feels evergreen and, importantly, one constructed for the following 25 years, not the final.
