Ministry of Tourism of Saudi Arabia: The Sound of Saudi
The Sound of Saudi: A Sonic Identity That Redefined a Nation
When the Ministry of Tourism of Saudi Arabia: the Sound of Saudi briefed us to translate “Endless Discovery” into a sonic identity, the ambition was unmistakable. Saudi Arabia is a destination rich in contrast and character, where ancient rhythms meet visionary transformation. Creating a sound worthy of representing an entire nation was both an honour and a challenge.
Our task was clear: craft a sonic identity true to the Kingdom’s heritage, emotionally resonant for its people, and globally compelling for new visitors. Authenticity could never be compromised — yet universality was essential.
What followed became one of WithFeeling’s most defining achievements: The Sound of Saudi, a multi-layered sonic ecosystem that celebrates culture, connects communities, and carries the Kingdom’s voice to the world.
Honouring a Nation’s Identity: The Challenge
Saudi Arabia’s musical heritage spans regions, traditions, and centuries. From the Hijazi mizmar to the Najdi tabl and the Khaleeji rhythms of the East, its cultural expressions are diverse and deeply rooted. The challenge lay in respecting every thread of this tapestry while creating a unified, contemporary sound.
The ministry needed a sonic identity that would:
- embody warmth, hospitality, and cultural richness
- reflect the nation’s landscapes and heritage
- communicate the ambition of Vision 2030
- work across every touchpoint, from global ceremonies to short-form digital content
Research shows that sonic branding influences memory and emotional association far more quickly than visual branding. The Ministry saw this opportunity clearly. The nation needed a sound that could become an audible symbol of pride.
Scene by Scene: Crafting The Sound of Saudi
To bring the narrative to life, we designed the sonic identity as a cinematic journey — a score that mirrors culture, people, progress, and unity.
Scene 1 — The Grand Entrance: Authenticity at the Core
“This is The Sound of Saudi.”
Every creative decision began with authenticity. In early sessions, we immersed ourselves in traditional instrumentation — the heartbeat of the duff, the resonant voice of the rabab, and the reflective cadence of regional chants. Our team even recorded traditional vocalists and regional choirs to preserve the human character of each performance.
These elements became the opening breath of the Hero Brand Track — a welcome that feels grounded, human, and unmistakably Saudi.
Scene 2 — Meet the People: Warmth, Rhythm, and Humanity
A nation’s sound is found in its people. Everyday moments of celebration, hospitality, and connection shaped the emotional core of the composition.
Here, instruments like the qanun, ney, and oud carry stories across generations. We captured the subtle rhythms of life — footsteps in marketplaces, the murmur of gatherings, the pulse of regional dances — weaving them into textures that feel alive and deeply human.
Scene 3 — Tradition Meets Progress: The Kingdom in Motion
Saudi Arabia is a nation balancing past and future — a tension we mirrored musically.
Modern production textures symbolise ambition, while traditional instruments keep the identity rooted in heritage.
The result is a soundscape both ancient and futuristic — a musical reflection of Vision 2030’s momentum.
Scene 4 — Celebrating Saudi: A Unified Crescendo
All elements resolve into a vibrant, celebratory crescendo.
The samri beat reinforces togetherness, while transformed chants express pride and collective identity.
It is a moment designed to move people — emotionally and physically — whether heard in a cinema, a stadium, or a global broadcast.
Scene 5 — Variations and Evolution: A Toolkit for Every Touchpoint
From the Hero Brand Track emerged three main emotional expressions, all sharing the same melodic DNA.
- Ahluha — warmth, people, culture
- OGCF (Our Guest Comes First) — nature, heritage, landscape
- Prosper — innovation, ambition, the future
Designed for flexibility, these versions adapt to film, events, digital channels, and global showcases.
A dance-inspired remix even extends the identity into youth culture and tourism campaigns.
A Landmark Moment: Global Premiere at UN Tourism Assembly
The sonic identity debuted at the 26th UN Tourism General Assembly in Riyadh, where over 160 international delegations heard The Sound of Saudi for the first time.
- described as “the sound of a nation opening itself to the world”
- praised by global stakeholders and media
- adopted as the official sonic signature across campaigns, events, and digital platforms
Its modular design ensures longevity — supporting everyday communication and grand ceremonial moments alike.
Expert Perspectives
Chris Atkins, Managing Director, WithFeeling:
“This project pushed us creatively and culturally. It wasn’t about composing music — it was about capturing a nation’s soul with respect and ambition.”
Keith Gillespie, Head of Sonic Branding, WithFeeling:
“Saudi Arabia’s musical identity is remarkably rich. Our role was to honour it, modernise it, and ensure every note carried emotional truth.”
Why It Set a New Benchmark
The Sound of Saudi stands as one of the region’s most comprehensive, culturally grounded sonic identities.
It demonstrates what’s possible when creativity, research, and national vision align.
To explore more landmark sonic identities, visit:
https://withfeeling.com/sonic-branding
https://withfeeling.com/portfolio
Wrapping Up
The sonic identity for the ministry of tourism of saudi arabia: the sound of saudi redefined what national branding can achieve.
It is warm, modern, culturally profound — and built to evolve.
If your organisation is ready to create a sound that moves people and strengthens brand identity, we’d love to help bring it to life.
Start your sonic journey with WithFeeling — visit WithFeeling.com
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