Sound
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Dubai International is the world’s busiest international airport. WithFeeling built a complete sonic identity for Dubai Airports designed to scale across every traveller touchpoint, from brand films and terminal moments to contact-centre lines and digital channels. Created in partnership with Seven Media, the identity carries the brand’s promise of “Many hearts, one beat” into every interaction.
Sound
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BRAND FILM
THE CHALLENGE
Build a sonic identity for Dubai Airports that feels truly global and uniquely Emirati at the same time. The sound had to work across one of the most demanding brand environments in the world: brand films, contact-centre holding lines, in-terminal moments and traveller-facing digital, while feeling premium, welcoming and unmistakably Dubai.
THE APPROACH
WithFeeling built the identity around the idea of a heartbeat of unity. A rhythmic motif on a synthesized Oud/Kanun hybrid sits at the core, warmed by strings and lifted by an electronic pulse for precision. An organic beat of hand claps, sticks and Emirati tabla mimics a heartbeat, with positive chants woven through. The system scales into 90-second brand tracks, loops, sonic-only versions and short identifiers, in close collaboration with Seven Media.
THE RESULT
A complete sonic identity that gives Dubai Airports a unified sound across every channel and every traveller. Launched through the Engagement Ring brand film, it now lives across terminals, content and traveller experiences worldwide, designed to create a powerful sense of connection for millions of passengers at the world’s busiest international airport.
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