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Sonic Logos, A sound strategy that fuels business growth

We all respond to sounds and rhythms, from our first heartbeats to the most complicated music. We will use the power of music and sounds to make you feel things, remember things, and feel emotions.

Sound can be a big part of a company’s brand identity, whether a carefully crafted commercial jingle or Siri’s voice. Companies are using sound to their advantage as more people interact with brands in digital spaces.

We’ll give your brand its own sound. “Once heard, never forgotten” is a saying we really believe in.

What has WithFeeling created?


At WithFeeling, we were thrilled to get the chance to make the Sonic Identity for Aramco’s highly-anticipated four-day exhibition.

Our job was to come up with a catchy, memorable song that combined the timeless sounds of a live oud with a futuristic edge, which fit the event’s vision perfectly. As people listened to all of the sounds at the symposium, they were taken on a truly immersive and creative journey through sound.

The Sonic Identity was a big part of making the exhibition feel more special, and we’re glad to have been a part of it.

Dubai Racing Club (Dubai World Cup)

We were proud to make the Dubai Racing Club’s Sonic Identity at WithFeeling. The “Dubai Millennium” piece shows how exciting and important horse racing is in the UAE.

Our job was to come up with a sound that was memorable and catchy and included four key elements. First and most important were the horses, whose distinctive hoofbeats are heard often. We added loud drums to capture the excitement of the race and used traditional Arabic instruments to give the piece an Emirati feel. Lastly, we added big, sweeping melodies to show how important the Dubai World Cup is and how trainers and jockeys everywhere hope to win it.

We are thankful to the Dubai Racing Club and their Marketing Manager, Lauren Igielski, for giving us this project. We hope you enjoy “Dubai Millennium,” and stay tuned for more.

Expo 2020 Dubai – Expo City Dubai

Chris Atkins, Managing Director at WithFeeling, brought his expertise from EXPO 2020 Dubai to lead the audio strategy for the mega event. 

The theme song, featuring the traditional instruments Kanun and Oud, was carefully crafted by our CMO, Joe Dickinson, to appeal to both the local Emirati population and the international audience. 

Mohamed bin Rashid Library – MBRL

We were tasked with creating a Sonic Identity and sonic logos for a beloved cultural institution. We composed the track ‘Dare To Dream’

The brief was to capture the library’s passion, imagination, and impact, as well as its proud Arabic heritage. 

The result is an inspiring and magical track, evoking the creativity and wonder of the written word. 


A few years ago, Etisalat began a rebranding exercise and enlisted the help of WithFeeling’s CMO, Joe Dickinson. 

Their brief was to create a track that made people feel energized and alive, evoking the excitement of “Saturday Night Fever.” After exploring several options, the team settled on the vibrant and iconic melody you can hear on the right.

This track has been used across multiple platforms to bring a fun, fresh, and modern feel to Etisalat’s brand.

Dubai TV

We made the Dubai TV Sonic logos, recorded live with a 32-piece orchestra and a vocalist from the UAE. The versatile melody was put together in different styles and used in several idents on the channel, giving every viewer a taste of Emirati culture.

AlUla Moments

We are a team of award-winning composers with a track record of creating sonic logos, original music compositions across multiple styles and genres. We have built a wide network of international musicians, composers and sound designers with whom we regularly work and collaborate with.

With over 20 years of experience in the MENA region, our understanding of local musical styles is unrivalled, and we have developed great working relationships with many local and regional musicians and composers.

Without sound, no experience is complete. We create original music to enrich all types of physical and digital content and experiences.

We believe that 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.


sonic logos