WithFeeling Develops Sonic Branding for Dubai Airports’ oneDXB Initiative

When Dubai Airports approached WithFeeling for their oneDXB Sonic Branding Development this summer, it marked the beginning of a creative journey to bring the world’s largest international airport to life through sound. The brief was clear yet ambitious: to create a sonic identity that reflects the essence of Dubai - a vibrant, dynamic city that serves as a global hub - with the key message: 'Many hearts, one beat.'

The Beginning: Aligning on the Vision for Dubai Airports’ Sonic Identity

The project kicked off with a series of collaborative workshops between WithFeeling and Dubai Airports’ stakeholders. These sessions were essential to align on the project’s vision and objectives and to understand the brand’s positioning. Dubai Airports is not just a transit hub - it is a place where global connections are made, and cultures unite. The sonic branding needed to capture this vision while incorporating Dubai’s unique identity as a city rooted in Emirati culture.

The brief highlighted that the sonic identity would need to be adaptable, playing a key role in touchpoints such as video communications, contact centre holding music, the website, and DXB spaces. The challenge was to create a sound that merged the 'truly global' and 'uniquely local' aspects of the brand, conveying a feeling of unity, hospitality, and energy.

Exploring Musical Directions: Four Routes

After gathering inspiration and insights, WithFeeling presented four distinct musical directions to Dubai Airports. Each composition was designed to meet the core objectives while offering varying styles and emotional tones. The directions explored different musical devices, moods, and motifs to align with the campaign’s 'Many hearts, one beat' concept:

• Global Harmony: A more orchestral approach, featuring lush strings and grand crescendos, symbolising Dubai's vast international appeal.
• Cultural Pulse: Heavily rooted in traditional Emirati instruments with modern electronic undertones, this direction showcased the dichotomy of tradition and innovation.
• Unity in Rhythm: A percussion-driven piece focusing on the beat of daily life at Dubai Airports and how various services and entities work in sync to create a seamless experience.
• Heartbeat of Unity: The final option, which Dubai Airports ultimately chose, combined electronic elements with traditional instruments, representing the convergence of the global and local, and weaving rhythmic motifs to create a sense of coherence and harmony.

Refining the Vision: Workshops and Feedback Loops

Once 'Heartbeat of Unity' was selected, the refinement stage began. Weekly check-ins and feedback sessions with Dubai Airports ensured that every element of the music aligned perfectly with the brand’s DNA. The collaborative nature of this process was key to shaping the final piece.

During these sessions, various layers within the composition were explored to ensure that each sound had a purpose and could represent a different stakeholder. For example:

• Strings evoked warmth and care, symbolic of the services offered by the Dubai Health Authority.
• Electronic pulses conveyed efficiency and precision, nodding to Dubai Customs’ role in ensuring smooth operations.
• A rhythmic motif played on a synthesized Oud/Kanun hybrid became the heart of the piece, providing a steady, memorable foundation that links back to the UAE’s cultural roots.
  

The First Outing: The 'Engagement Ring' Film

The 'Heartbeat of Unity' was first unveiled in the 'Engagement Ring' film, which served as the launch vehicle for this sonic identity. WithFeeling composed a variation of the 'Heartbeat of Unity' specifically tailored to the narrative of the film, enhancing the emotional journey and connecting it to the larger oneDXB brand. The soundtrack supported the film’s themes of unity, global connection, and cultural harmony, and it played a central role in introducing the new sonic identity to the public.

Variations for Different Contexts

In addition to the launch film, WithFeeling developed several variations of the "Heartbeat of Unity" to fit different contexts and touchpoints across Dubai Airports:

• Heartbeat of Unity - The Story of the Sonic
• Heartbeat of Unity - Engagement Ring - Brand Film Mix
• Heartbeat of Unity - Full Brand Track (90 seconds)
• Heartbeat of Unity - Full Brand Track Underscore (90 seconds)
• Heartbeat of Unity - Full Brand Track Underscore Looped Long (11 minutes)
• Heartbeat of Unity - Full Brand Track Underscore Looped Short (83 seconds)
• Heartbeat of Unity - Sonic Alone (Options 1-4)

These variations ensured that the sonic identity could seamlessly integrate across multiple platforms, whether as part of an immersive airport experience, a long-form video, or a short digital piece.

The Final Touch: Bringing It All Together

After rounds of refinement and client feedback, the final version of 'Heartbeat of Unity' was completed. The composition features positive chants interwoven throughout, creating an uplifting and welcoming atmosphere. The organic beat, composed of hand claps, sticks, and the Emirati tabla, mimics a heartbeat, gluing the piece together and symbolising the unity at the heart of Dubai Airports.

Every layer of the music was carefully designed to represent the coming together of diverse entities in harmony, much like the airport itself, which welcomes millions of travellers from all corners of the globe. This seamless blend of traditional and modern sounds captures both the grandeur and intimacy of the world’s largest international airport.

A Memorable Sonic Identity

The result is a sonic identity that reflects the oneDXB message of 'Many hearts, one beat,' leaving listeners with a powerful sense of connection. This musical signature is not just a melody - it’s a device that reinforces Dubai Airports’ role as a place where the world unites. From the rhythm that mimics a heartbeat to the chant that echoes positivity, 'Heartbeat of Unity' resonates with travellers long after their journey ends, making them feel part of something much larger.

This project allowed WithFeeling to explore new creative possibilities in sonic branding and to help Dubai Airports create a sound that not only defines their brand but also captures the spirit of global unity.