Sonic Branding Agency in Dubai
Sonic Branding Agency in Dubai
WithFeeling is a global sonic branding agency headquartered in Dubai, UAE. We create sonic logos, brand tracks and complete sonic identities for brands around the world, with much of our work in the UAE, Saudi Arabia and the wider Gulf. Our clients include Expo 2020 Dubai, Dubai Airports, the Dubai World Cup, ADGM, Mohammed Bin Rashid Library and the Ministry of Tourism of Saudi Arabia.
Our sonic identities have won Gold at the Transform Awards MEA two years running, for Your Bazaar in 2025 and the Islamic Arts Biennale in 2026, and Bronze at the Clio Music Awards. We have been working in sound for twenty years, with more than 170 projects delivered.
Sonic branding we have created in the UAE
Every project below is our own work. Each one links to the full case study, with the audio.
Dubai
- Expo 2020 Dubai: We led the sound strategy for the world expo: the sonic identity, original music, brand voices and sound design. The theme song, “This Is Our Time”, went to number one in the MENA region.
- Dubai Airports: A complete sonic identity for the world’s busiest international airport, built around the brand promise “Many hearts, one beat”.
- Dubai World Cup: The sonic identity for Dubai Racing Club and the world’s richest horse race: the hero track “Dubai Millennium”, a sonic logo and race-weekend variations. Silver at the Transform Awards MEA 2025.
- Ain Dubai: The sonic identity for the world’s largest observation wheel, including the sonic logo, soundscapes and a 38-minute cabin soundtrack.
- Mohammed Bin Rashid Library: “Dare to Dream”, a sonic identity built on a six-note hook, with variations for corporate, gala, Ramadan and children’s spaces.
- Dubai TV: The channel’s sonic identity and station ident.
- Parkin: A sonic identity for Dubai’s parking brand, designed to work in the app, at the meter, on hold and on radio.
Abu Dhabi
- ADGM: The sonic identity for Abu Dhabi Global Market’s “Path to Forward” rebrand: brand track, sonic logo and event variations.
- SeaWorld Abu Dhabi: The sonic logo at the heart of the park’s audio identity.
- LIVEX: The event sonic identity for the Department of Municipalities and Transport’s Liveability and Investment Exhibition: theme, sonic logo, cut-downs and walk-ins.
- Abu Dhabi Sustainability Week: A complete music system for Masdar, covering ADSW 2026 and the Zayed Sustainability Prize awards ceremony.
Sharjah and Ras Al Khaimah
- Sharjah Asset Management: Sonic branding and original music for the launch of its new headquarters: hero track, sonic logo, IVR and environmental sound.
- Sharjah Education Academy: A full sonic branding system for one of the UAE’s most ambitious educational institutions.
- RAK Properties: The sonic identity for Mina Al Arab, its flagship island destination: a three-minute orchestral piece and 14 variations.
Across the UAE
- Etisalat: The brand’s sonic identity across the UAE from 2010 to 2020, composed by WithFeeling co-founder Joe Dickinson.
- Your Bazaar: A sonic identity for the UAE digital marketplace that works as sonic logo, jingle and call to action. Gold at the Transform Awards MEA 2025.
- PetCentral: The UAE’s first crowd-sourced sonic identity, built from more than 100 real pet sounds sent in by customers. Bronze at the Transform Awards MEA 2026.
Sonic branding in Saudi Arabia
Much of our work is in Saudi Arabia, and it is where we have done our most awarded work.
- Ministry of Tourism of Saudi Arabia: “The Sound of Saudi”, a national sonic identity that translates “Endless Discovery” into sound. Silver at the Transform Awards MEA 2026.
- Islamic Arts Biennale: The sonic identity for the Biennale in Jeddah, for the Diriyah Biennale Foundation. Gold at the Transform Awards MEA 2026, Bronze at the Clio Music Awards and a Winner at the International Sound Awards 2025.
- Diriyah Contemporary Art Biennale 2026: “Converge”, a longform sonic identity built from local musicians and field recordings.
- Health Holding Company: A hero track, a five-note sonic logo, a full IVR and on-hold system and seasonal variations, for the company at the heart of Saudi Arabia’s healthcare transformation.
- The Red Palace: A complete sonic identity for the ultra luxury hotel in Riyadh, built on one hero brand track, “The Flow of True Majesty”.
What a sonic identity from WithFeeling includes
- Sonic logo: The short signature sound, delivered in short and long versions.
- Hero brand track: The full-length piece the identity is built on, with cut-downs at standard advertising lengths.
- Variations: Versions for different moods, channels and seasons, such as Ramadan.
- On-hold, in-app and in-venue sound: IVR and hold music, interface and product sounds where relevant, and soundscapes for physical spaces.
- Brand voice: Casting, direction and recording in Arabic and English.
- Guidelines: A usage guide, so every agency and team applies the sound the same way.
- Testing and originality checks: Implicit Association Testing on request, and an independent musicology review of every core composition before delivery.
Awards for our sonic branding
- Transform Awards MEA 2026: Gold for the Islamic Arts Biennale, Silver for the Ministry of Tourism of Saudi Arabia, Bronze for PetCentral.
- Clio Music Awards 2026: Bronze for the Islamic Arts Biennale.
- Transform Awards MEA 2025: Gold for Your Bazaar, Silver for Dubai Racing Club.
- International Sound Awards 2025: Winner for the Islamic Arts Biennale.
See the full list of our awards
Hiring a sonic branding agency in Dubai: common questions
Yes. WithFeeling is headquartered in Dubai, trading as With Feeling Production Services L.L.C. Our team works from the UK, Ireland, South Africa and the Philippines, with composers based across the US and Europe. We quote in AED, invoice locally and work in Gulf time zones, so approvals happen the same day.
Expo 2020 Dubai, Dubai Airports, the Dubai World Cup, Ain Dubai, Mohammed Bin Rashid Library, Dubai TV, Parkin, ADGM, SeaWorld Abu Dhabi, Sharjah Asset Management, RAK Properties, Etisalat, Your Bazaar and PetCentral, among others.
A sonic logo and brand track, the core of a full sonic identity, typically ranges from $13,500 to $82,000+ (50,000 to 300,000+ AED). The range depends on the number of variations, the markets and channels it needs to cover, and the length of the usage licence.
Most sonic identity projects run between six and twelve weeks from brief to final delivery. A standalone sonic logo can take a few weeks.
Yes. We cast and direct Arabic voice with native speakers, and we have delivered Arabic and bilingual work for Expo 2020 Dubai, the Ministry of Tourism of Saudi Arabia and Etisalat, among others.
Ownership and usage rights are agreed up front and written into the quote. Buyouts, term licences and territory-limited licences are all possible.
For what drives the price at each level, read our guide to sonic branding costs.
Tell us about your brand: contact us, email hello@withfeeling.com or call +971 55 148 2259.
A guide to sonic branding
As the demand for distinctive and memorable brand identities grows, sonic branding has emerged as a powerful tool for creating deeper connections with audiences. In this definitive guide, we aim to provide comprehensive answers to common questions about sonic branding, its benefits, and practical steps for creating your own sonic identity. Leveraging our extensive experience as the leading sonic branding agency in Dubai, WithFeeling, we’ll explore the essence of sonic branding and its transformative impact on marketing.
What is Sonic Branding in Marketing?
What Is Sonic Branding?
Sonic branding is the strategic use of sound to enhance brand identity and recognition. It involves creating a unique audio signature that resonates with the target audience, much like a visual logo or slogan. This can include jingles, sound logos, branded music tracks, and other auditory elements that become synonymous with the brand.
What are Great Examples of Sonic Branding?
Iconic examples of successful sonic branding include:
- Intel’s five-note jingle: Instantly recognizable, this jingle encapsulates the brand’s essence.
- McDonald’s “I’m Lovin’ It”: This catchy tune is known worldwide.
- Netflix’s “ta-dum”: The short sound played before Netflix shows creates an immediate association with the brand.
- Dubai World Cup‘s “Dubai Millennium”: The iconic sonic signature created by Sonic Branding Agency in Dubai, WithFeeling in 2023.
How Effective is Sonic Branding?
Sonic branding is highly effective in creating emotional connections and enhancing brand recall. Studies show that music and sound can trigger memory and emotion more effectively than visuals alone. This makes sonic branding a powerful tool in marketing, capable of increasing brand recognition and loyalty.
Examples of Sonic Branding Effectiveness
- Intel’s Five-Note Jingle: This short, memorable sound is instantly recognizable and effectively conveys the brand’s innovative spirit.
- McDonald’s “I’m Lovin’ It”: This jingle has become synonymous with McDonald’s, creating an immediate connection with the brand.
- Netflix’s “ta-dum” Sound: This sound not only signifies the start of a Netflix experience but also creates a sense of anticipation and excitement.
- Mohammed Bin Rashid Library’s “Dare to Dream”: The six-note sonic identity we created for the library, used across its corporate, gala, Ramadan and children’s moments.
- Coca-Cola’s Use of Music: Coca-Cola frequently uses music in its campaigns to create emotional connections, reinforcing the brand message of happiness and togetherness.
How to Create Sonic Branding?
Our sonic branding work, part of the WithFeeling portfolio.
View case study ↗How a Dubai Sonic Branding Agency Builds Your Sound
Creating effective sonic branding involves several key steps:
- Understand Your Brand: Define your brand’s personality, values, and target audience.
- Research and Analysis: Study your audience’s preferences and behaviors to understand what sounds will resonate with them.
- Creativity and Production: Develop unique sound elements that reflect your brand’s identity.
- Implementation: Ensure consistent use of these sounds across all brand touchpoints, including advertisements, social media, and in-store experiences.
What is Sonic Strategy?
A sonic strategy is a comprehensive plan that outlines how a brand will use sound to enhance its identity and engage with its audience. This includes selecting the right types of sounds, deciding where and how they will be used, and measuring their impact on brand recognition and customer engagement.
What is Another Name for Sonic Branding?
Sonic Branding, Audio Branding and Sound Branding
Sonic branding is also known as audio branding or sound branding. These terms are used interchangeably to describe the use of sound in creating a distinct brand identity.
What Defines a Sonic Logo?
A sonic logo is a short, distinctive sound or musical phrase that represents a brand. It should be:
- Memorable: Easy to recall and recognize.
- Consistent: Reflect the brand’s personality and values.
- Unique: Stand out from competitors.
How Much Does Sonic Branding Cost?
The cost of sonic branding can vary widely based on the complexity of the project, the experience of the creators, and the scope of the implementation. At WithFeeling, a sonic logo and brand track, the core of a full sonic identity, typically ranges from $13,500 to $82,000+ (50,000 to 300,000+ AED). For what drives the price at each level, read our guide to sonic branding costs.
Our sonic branding work, part of the WithFeeling portfolio.
View case study ↗
How Old is Sonic Branding?
Sonic branding has been around for several decades, but its importance has surged with the advent of digital media and the need for brands to stand out in a crowded marketplace.
What is the Psychology of Sonic Branding?
The Psychology of Sonic Branding
The psychology of sonic branding is based on the idea that sound can evoke emotions, trigger memories, and influence behavior. Music and sound are processed in the brain areas associated with emotion and memory, making them powerful tools for creating lasting impressions.
What is Sonic Brand Purpose?
The purpose of a sonic brand is to create a distinctive and memorable audio identity that enhances the brand’s recognition, evokes desired emotions, and strengthens the connection with the target audience.
What are Sonic Techniques?
Sonic techniques include:
- Sonic Logos: Short, memorable audio clips.
- Branded Music Tracks: Custom music that reflects the brand’s personality.
- Soundscapes: Background audio environments that enhance the brand experience.
What is the Main Goal of Sonic Branding?
Our sonic branding work, part of the WithFeeling portfolio.
View case study ↗The main goal of sonic branding is to create a unique and memorable audio identity that enhances brand recognition, evokes positive emotions, and fosters a deeper connection with the audience.
What is a Sonic Approach?
A sonic approach involves integrating sound into various aspects of the brand experience. This includes advertisements, customer service, in-store experiences, and digital platforms, ensuring a consistent and immersive brand presence.
The WithFeeling Touch
At WithFeeling, we believe 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. Our approach connects all aspects of sound experiences, from sonic branding to original music compositions, sound design, soundscapes, and brand voices, including tailored audio post-production services and turnkey solutions.
We hope you enjoyed this Definitive Guide to Sonic Branding. With sound becoming an increasingly crucial element of brand identity, investing in a well-crafted sonic strategy can set your brand apart and create lasting emotional connections with your audience.
An Audio Branding Company Serving Dubai and the UAE
As an audio branding company based in Dubai, WithFeeling works with brands right across the UAE and the wider region, from Abu Dhabi to Riyadh. Whether you call it sonic branding, audio branding or sound branding, we design original sonic identities that travel: one ownable sound that works on screen, in store, on hold and everywhere your audience meets your brand. If you are looking for a sonic branding agency in Dubai, or anywhere in the UAE, we would love to talk.
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