Sound
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The National Development Fund supports the institutions driving Saudi Arabia’s economic transformation: infrastructure, technology, housing, agriculture, tourism and renewable energy. WithFeeling built the brand’s sonic identity from scratch: original orchestral music, sound design and a flexible sonic system that scales across films, platforms and national moments. Created in partnership with QP.
THE CHALLENGE
Design a single sonic identity that can carry one of Saudi Arabia’s most significant national funds across every kind of film and platform, from brand launches to National Day moments. The sound had to feel orchestral and confident, distinctly Saudi, and modern enough to sit alongside Vision 2030’s most ambitious projects.
THE APPROACH
WithFeeling built the identity around themes of progress and pride. The core music sits warm and cinematic, with motifs that can be reworked from a soft, dream-like opening to a full orchestral crescendo depending on the film. The result is a single sonic DNA that stretches into hero pieces, shorter cuts, and brand identifiers across the Fund’s portfolio. Created in close partnership with QP.
THE RESULT
A complete sonic framework for NDF that lifts every film it touches. The identity holds its consistency across launches, National Day pieces and brand spots, capturing the energy and pride of Saudi Arabia today and giving the Fund’s story the orchestral weight it deserves.