Sharjah Sonic Branding: Celebrating Unity and Progress
Sound has always had the power to shape memory, emotion and connection. When Sharjah Asset Management, the investment arm of the Sharjah Government, sought to create a sonic identity, their ambition was clear: it had to embody pride, progress and a deep sense of community. That’s when they turned to us at WithFeeling.
The challenge was to design a sonic branding system that didn’t just sound impressive in a boardroom, but resonated with the very heartbeat of Sharjah – a city defined by growth, innovation, and service to its people.
The Need for a Distinctive Sonic Identity
As Sharjah Asset Management inaugurated its new HQ, they wanted more than just a visual presence. They needed a sound that symbolised their leadership role across diverse sectors, from aviation and energy to education, construction and telecommunications.
Across the United Arab Emirates, one defining characteristic of leadership is a spirit of public service. Any sonic branding had to embody this ethos while projecting the energy, dynamism and sense of progress that Sharjah has become known for.
According to research from the American Psychological Association, sound can significantly affect mood, perception and trust in brands. For an organisation like Sharjah Asset Management, whose influence extends across nearly every sector, sonic branding was not a luxury but a necessity.
Crafting the Sonic Solution
WithFeeling designed a two-minute hero track built on sweeping strings, bold brass and uplifting harmonies. This track carried two responsibilities: to convey grandeur and accessibility, while remaining flexible enough to be adapted across multiple touchpoints.
- Sonic Logo (5 seconds): A distilled motif that captured the emotional essence of the hero track.
- IVR Music (60 seconds): Designed for clarity and calmness while callers engaged with the organisation.
- Lobby and Elevator Music: Extending the sonic identity into the physical environment of the new HQ.
- Digital, Film and Events: Adaptations for online channels, corporate films and live announcements.
By ensuring these pieces were emotionally cohesive, Sharjah Asset Management’s identity remained consistent whether experienced in a meeting, a phone call, or a public event.
The Benefits: Pride, Unity and Recognition
The real strength of Sharjah’s sonic branding lies in its ability to evoke belonging and pride. Every note was designed to represent prosperity and accessibility. This consistency reinforces trust and recognition, allowing clients, stakeholders and the wider public to feel the organisation’s presence before a single word is spoken.
As Keith Gillespie, Head of Sonic Branding at WithFeeling, explains:
“A powerful sonic identity is more than music; it’s the sound of leadership, service and ambition. For Sharjah Asset Management, it became a unifying voice across every touchpoint.”
For Sharjah, the sonic identity is not only a tool for recognition but a statement of intent. It demonstrates a commitment to progress and community — values deeply woven into the Emirate’s DNA.
A Shared Pride in Service
At WithFeeling, we take pride in delivering more than just sound. We deliver experiences that reflect the values of the organisations we partner with. Working with Sharjah Asset Management was an honour, allowing us to celebrate the Emirate’s spirit of service and innovation.
Sharjah’s sonic branding reminds us of a truth: sound has the power to unify people. Whether through a brief sonic logo or a sweeping orchestral passage, it can speak volumes about ambition, leadership and belonging.
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