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Expo 2020 Dubai, Sonic Branding, Original Music Compositions, Sound Design, Brand Voices and Audio Post-Production.

If you visited Expo 2020 Dubai, you would have heard its original theme song “This is Our Time”.

The song was written and produced by our very own Joe Dickinson and the team at WithFeeling led the sound strategy at Expo 2020 Dubai. The theme song went to the top of the charts in the MENA region and set the tone for the mega event.

Working along Chris and the WithFeeling team during the Expo 2020 on a sonic strategy was one of the most eye opening and fun experiences for me. I came to realize the importance of sonic and music in creating a sense of space, comfort, and wonder. I’ve also come to appreciate the power of sonic as a platform to communicate themes and messages to people, and define the personality of a space. I truly enjoyed working alongside Chris who managed to translate a difficult brief into an unforgettable sonic strategy and I was beyond honored to Co-DJ some of the music of the public realm of Expo with him for special events!

Marjan FaraidooniChief HR & Visitor Experience Officer ‑ Expo Pavilions & Exhibitions

The four-note hook from the song was primarily used to create a distinctive sound that uniquely defined Expo 2020 and immediately differentiated it as a brand.

Hit Theme Song
Thematic Variations
Minutes of Soundscapes
Recorded Messages

The Expo sonic brand identity derived from the Expo theme song “This Is Our Time”

Video Streams
Spotify Streams
Tik Tok Plays
Chart Position

Enjoy the below podcasts where the team at WithFeeling talk about the making of the song, and the soundscapes we created.

Composed Thematic Variations and Curated soundscapes

A tone of voice is not what you say, but how you say it. This encompasses not only the words you choose but their order, rhythm and pace.

The visitor experienced what it is like to enter the UAE; welcoming, tolerant, dignified, international, local, and youthful. 

  • Female, Emirati.
  • Vocal age of 25/35.
  • Our voice, Safia,  spoke with a clear familiar and Intelligible accent. 
  • Perfect Classical Arabic & English (with Emirati Accent).
  • The vocal tone was warm, friendly, informed, fun, educated, and proud.
  • Our voice was extremely versatile and able to shape her tone to fit other Visitor Experience installations on-site (Train station, for kids).

We used Safia Al Shehi for all communication before the event, so when the event opened, the visitor is welcomed by that familiar friendly voice.

Official Voiceover of Expo 2020
Safia Al Shehi

Safia Al Shehi

Safia Al Shehi

Safia Al Shehi

Voice of Expo 2020

Voice of Expo 2020

Expo Messages

Expo Messages

UAE National Anthem

uae national anthem

Ishy Bilady” (Arabic: عيشي بلاديlit.‘Long Live my Country’) is the national anthem of the United Arab Emirates. It was officially accepted as the national anthem of the United Arab Emirates after the formation of the country in 1971.


After the country’s formal nationalisation in 1971, Egyptian composer Saad Abdel Wahab — a nephew of famous Egyptian composer Mohammed Abdel Wahab— created the melody for “ʿĪshī Bilādī” in that same year; however, the anthem did not have lyrics until 1986, which were written by ʿĀrif al-Shaykh.

عيشي بلادي عاش اتحاد إماراتنا
عشت لشعب دينه الإسلام هديه القرآن
حصنتك باسم الله يا وطن

بلادي بلادي بلادي بلادي
حماك الإله شرور الزمان
أقسمنا أن نبني نعمل
نعمل نخلص نعمل نخلص
مهما عشنا نخلص نخلص

دام الأمان وعاش العلم يا إماراتنا
رمز العروبة كلنا نفديكِ بالدماء نرويكِ
نفديك بالأرواح يا وطن

Long live my country, the unity of our Emirates lives.
You’ve lived for the nation’s faith of Islam and guide of the Quran.
I’ve made you stronger in God’s name, O homeland.

My country, my country, my country, my country.
God protected you from the evils of time.
We have sworn to build and work –
work earnestly, work earnestly.
As long as we live, we will be sincere.

The safety has lasted, the flag has lived, O our Emirates!
The symbol of Arabism: we all sacrifice for you and give you our blood;
For you we sacrifice with our souls, O homeland!

Without sound, no experience is complete. We create original music to enrich all types of physical and digital content and experiences.

Dr Federica Busa

With an international career spanning the US, Europe and Middle East, in both private and public sectors, Federica is a specialist in bridging innovation, strategy and marketing.  She has a successful track-record of engaging people of all walks of life around emerging ideas and complex challenges using both traditional and innovative formats and content through experiential design, branding and thought leadership.

During her decade-long engagement with Expo 2020 Dubai, Federica led the development of Expo’s thematic framework and content, from bid conception to delivery. From the original definition and development of the theme, to bringing the theme to life as Senior Vice President for Visitor Experience, she led the design and delivery of experiential content across the public spaces ensuring that it was relatable and memorable for all visitors. Federica also designed and launched the World Majlis programme, contributing over 50 thematic conversations, with over 500 global participants in collaboration with 30+ countries. In parallel, she was responsible for curating the official publications of Expo 2020 Dubai, which document the event and establish a strong legacy.

Our award-winning team is passionate about bringing to life sensory-led experiences for business, events and physical spaces using brand voices, original music compositions and sound design.
We believe that sound is another language to tell a story; another medium to paint a space; another tool to connect people, immerse them in your story and vibrate with their emotions.

We've worked with some of the biggest global brands



Office 13 & 14 Ground Floor
The Iridium Building
Umm Suqeim Road, Al Barsha 1

PO Box: 391186
Dubai, United Arab Emirates



T: +971 (0)55 148 2259

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