Crafting the Sound of Unity: The Journey Behind 'Heartbeat of Unity' for Dubai Airports
When Dubai Airports approached us for their oneDXB Sonic Branding Development this summer, we knew we were about to embark on a creative journey that would 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 Vision for Dubai Airports Sonic Identity
The project kicked off with a series of collaborative workshops between our team and Dubai Airports' stakeholders. These sessions were essential to align on the project’s vision and objectives, as well as to understand the brand's positioning. Dubai Airports isn't just a transit hub – it’s where global connections are made, and cultures unite. Our sonic branding had to capture this grand 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 in DXB spaces. We were tasked with creating a sound that merged the “truly global” and “uniquely local” aspects of the brand, conveying a feeling of unity, hospitality, and energy.
Dubai International Airport (DXB) operates through the collaboration of several key entities that ensure its smooth functioning. These include government bodies like Dubai Police, Dubai Customs, and the General Directorate of Residency and Foreigners Affairs (GDRFA), which handle security, customs, and immigration services. The Dubai Health Authority (DHA) provides medical support, while major airlines such as Emirates and Flydubai operate flights from the airport. Service providers like dnata manage ground handling, cargo, and catering, and Dubai Duty Freeoversees retail operations. Together, these entities ensure that DXB continues to deliver a world-class experience to millions of passengers annually.
Exploring Musical Directions: Four Routes
After gathering inspiration and insights, we presented four distinct musical directions to the client. Each composition was designed to meet the core objectives but with 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 was meant to showcase 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 the client ultimately chose, combined electronic elements with traditional instruments, representing the convergence of the global and local, and weaving in rhythmic motifs to create a sense of coherence and harmony.
Refining the Vision: Workshops and Feedback Loops
Once 'Heartbeat of Unity' was selected, we entered the refinement stage. 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, we explored various layers within the composition, ensuring that each sound had a purpose and could represent a different stakeholder. For example:
- The strings evoke warmth and care, symbolic of the services offered by the Dubai Health Authority.
- The electronic pulse conveys efficiency and precision, nodding to Dubai Customs and their role in keeping the airport running smoothly.
- The 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 first official unveiling of the 'Heartbeat of Unity' was through the 'Engagement Ring' film, which served as the launch vehicle for this sonic identity. We 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 was instrumental in introducing the new sonic identity to the public.
Variations for Different Contexts
In addition to the launch film, we developed several variations of the 'Heartbeat of Unity' to fit different contexts and touchpoints across Dubai Aiports Sonic Identity:
- 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 Opt 1
- Heartbeat of Unity - Sonic Alone Opt 2
- Heartbeat of Unity - Sonic Alone Opt 3
- Heartbeat of Unity - Sonic Alone Opt 4 (Cinematic Swell)
These variations ensured that the sonic identity could be seamlessly integrated across various platforms, whether it was a long-form video, an immersive airport experience, 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 is 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 isn’t 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' will resonate with travellers long after their journey ends, making them feel part of something much larger.
This project allowed us to explore new creative possibilities in sonic branding, and we’re proud to have helped Dubai Airports create a sound that not only defines their brand but also captures the spirit of global unity.
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