Dubai Racing Club asked WithFeeling to create its sonic identity, a chance to give one of the Emirate’s great sporting institutions a sound of its own. The full-length track is called ‘Dubai Millennium’, built to capture the thrill of the racecourse.
- Client
- Dubai Racing
- Agency
- WithFeeling
DUBAI RACING
Horseracing began in Dubai in October 1981, when the dusty Camel Track hosted its first Thoroughbred meeting under the office of His Highness Sheikh Mohammed bin Rashid Al Maktoum. The brief was to honour that heritage while creating something memorable and catchy enough to belong to the modern club.
THE CHALLENGE
We set out to capture several key elements in a single identity. Most important were the horses themselves, whose distinctive pounding rhythm of hooves on turf had to come through, alongside the sheer excitement and atmosphere of race day.
THE APPROACH
We built the track around that galloping rhythm and added big, powerful drums to drive the energy, layering in epic, anticipatory music to get audiences excited for the race. The result feels as dramatic and fast-moving as the sport itself.
THE RESULT
The finished identity gives Dubai Racing Club an instantly recognisable signature, from a short sonic logo to the full ‘Dubai Millennium’ track. In the words of the club’s marketing team, the passion, enthusiasm and expertise shone through, and there is more to come.
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