WithFeeling Launches New Sonic Identity for Dubai Racing Club

WithFeeling recently created the Dubai Racing Club’s new Sonic Identity. You may have already heard the short sonic logo, but now you can hear the full-length track in all its glory. The piece is called ‘Dubai Millennium’.

Horseracing began in the Emirate of Dubai in October 1981, when the dusty Camel Track hosted the first Thoroughbred race meeting. Three races were run – a sprint, a mile, and a mile and a half, organised by the office of His Highness Sheikh Mohammed bin Rashid Al Maktoum, vice president and prime minister of the UAE and Ruler of Dubai…

WithFeeling’s brief was to create a memorable and catchy sonic identity for the Dubai Racing Club, capturing four key elements. The first element and most important was, of course, the horses whose distinctive pounding rhythm of hooves on turf came through.

The team had to ensure that the excitement of horse racing was captured by adding big powerful drums. 

The third element was incorporating home, the UAE, using Arabic instruments to give a distinctive Emirati feel. 

The final element was the prestige of horse racing in the UAE. The Dubai World Cup is a multimillion-dollar race, and trainers and jockeys dream of winning the converted trophy: WithFeeling portrayed this through the grandeur and scale of the track.

Lauren Igielski - marketing manager - Dubai Racing Club, “I’ve always believed in the power of sonic branding. It has been a pleasure and great fun working with Chris Atkins and Joe Dickinson on our new sonic identity. Their passion, enthusiasm and expertise shine through. And there is more to come…