Your Bazaar! A New Sonic in Town!
YourBazaar Sonic Identity: A Gold-Winning Sound for a New Kind of Marketplace
WithFeeling’s sonic identity for YourBazaar reimagines how an online marketplace can sound — blending familiarity, rhythm and real-world cues into an audio brand that’s as intuitive as it is memorable. Designed for a multilingual UAE audience, the work earned Gold at the 2025 Transform Awards MEA, recognised for its bold creative approach and lasting commercial impact.
In today’s fast-paced digital marketplace, standing out is more crucial than ever. This is particularly true for “Your Bazaar,” a pioneering online marketplace catering to Dubai’s multicultural audience. With over 100 nationalities tuning in daily, the challenge was to create a sonic identity that could resonate quickly and universally. At WithFeeling, we accepted this challenge and crafted a sonic experience that not only stood out but also made an unforgettable mark.
Creating a Memorable Sonic Identity
The journey began with understanding “Your Bazaar’s” need for a sonic identity that was both instantly recognisable and adaptable to Dubai’s diverse market. For its first appearance on the radio, where listeners are often multitasking and need something memorable, the solution needed to cut through the noise and engage a wide range of nationalities.
Reimagining a Universal Tune
We chose to adapt the universally recognised “Happy Birthday” melody for “Your Bazaar’s” sonic logo. This melody’s familiarity would instantly grab attention and create a sense of comfort and recognition. The adapted line synced perfectly with “YOUR-BA-ZAAR-DOT-AE,” providing an engaging and memorable auditory experience. The decision to use a universally familiar tune in a new context created an immediate connection with listeners, reinforcing brand recall effectively.
Incorporating Cultural Relevance
To ensure that “Your Bazaar’s” sonic identity resonated across different cultures, we represented various nationalities through animated visuals. These animations were paired with the melody, creating a dynamic and inclusive experience. The stick figure, a recurring element, transformed to represent different nationalities, wearing a turban, hijab, sari, etc., signifying “Your Bazaar’s” commitment to inclusivity and its understanding of Dubai’s multicultural fabric.
Enhancing the Experience with Sound Effects
To further enrich the sonic identity, we integrated six distinct sound effects (SFX) that highlighted “Your Bazaar’s” key offerings. For instance, the sound of a mouse click revealed the words ‘YOUR’ and ‘BA,’ a doorbell ‘DING DONG’ emphasised delivery, and a cash register ‘KA-CHING’ signalled secure transactions. These SFX were not just auditory elements; they conveyed the intuitive, convenient, and secure nature of “Your Bazaar’s” platform, ensuring that even without visual cues, the brand’s message remained clear.
Versatility Across the Gulf Region
Understanding the importance of regional adaptability, we ensured that the sonic identity was versatile enough to suit various Gulf markets. We did this by incorporating the sung endings of all the regional domain names such as .ae, .me, .sa, .qr, and .om. This strategic move ensured that as “Your Bazaar” expands its presence across the Gulf, the sonic identity remains relevant and effective.
A Sonic Identity That Doubles as a Call to Action
Our approach went beyond traditional branding. By singing “yourbazaar.ae” as a jingle, we transformed the sonic identity into a direct call to action, inviting customers to visit the platform. In a city like Dubai, where radio plays a crucial role in daily commutes and cuts through the urban noise, this approach was particularly effective. It not only increased brand recognition but also drove tangible customer engagement.
At the 2025 Transform Awards MEA, sonic branding agency WithFeeling was awarded Gold in the Best Audio Brand category for their bold and inventive sonic identity created for Your Bazaar — a new UAE-based digital marketplace for second-hand goods. The evening marked WithFeeling’s first time entering the awards, making the dual honour of also receiving Silver in the same category for their work with Dubai Racing Club even more remarkable.
But it was Your Bazaar that took centre stage.
With a brief focused on creating a complete set of sonic assets to reflect the brand’s safe, intuitive, and friendly e-commerce platform, WithFeeling delivered a solution that defied convention, and ultimately, turned heads in the industry.
A Left-of-Field Idea That Worked
The challenge was clear: YourBazaar was a brand-new platform with no existing audio footprint and a highly diverse consumer base. The sonic identity needed to be instantly memorable, culturally neutral, and easily applicable across digital platforms, radio, and social media.
Rather than opting for something abstract or ambient, WithFeeling leaned into familiarity, drawing on the final phrase of “Happy Birthday” as a melodic foundation. That distinctive rhythm was repurposed into a mnemonic hook that felt uplifting, universally recognisable, and celebratory. Layered on top was the full brand name, “Your-Bazaar-dot-AE”, rhythmically punctuated to match the melody, making it both an audio logo and a call-to-action.
Embedding Memory Into Music
Underpinning the creative was a deeper strategy rooted in the science of memory encoding. The team designed the sonic identity in three conceptual layers:
- Top Layer: A reinterpreted familiar melody, tapping into universal musical memory.
- Middle Layer: Phonetic pronunciation of the full URL to aid brand recognition and recall.
- Sub Layer: Real-world sounds, mouse clicks, doorbells, and cash register tones, embedded subtly into the composition to mirror the online shopping journey and anchor the brand in contextual memory.
The result was an audio identity that was at once playful, functional, and scientifically considered.
Real Results, Real Impact
Launched via a national radio campaign in September 2024, the YourBazaar sonic identity reached more than 3 million people through radio and supported a growing user base, now at 60,000 users on the platform.
Robbie Kennedy, Founder of Your Bazaar, praised WithFeeling for bringing the brand to life through sound.
“They completely understood and felt our vision from the very first meeting. The result was a sonic theme that was not only unique, but genuinely effective. It’s been a joy working with a team that shares our passion.”
A Night to Remember
For WithFeeling, the Transform Awards win represents a major milestone. As an independent agency dedicated to pushing the boundaries of sonic identity in the Middle East and beyond, this recognition underscores the power of brave creative thinking, and brave clients willing to back it.
“The idea was definitely left-of-field,” said the team at WithFeeling, “but YourBazaar believed in it. And that belief made all the difference. A good idea only becomes great when a client is bold enough to run with it.”
Wrapping Up
The “Your Bazaar” case study showcases how an innovative approach to sonic branding, combined with cultural sensitivity and strategic sound design, can create a powerful brand presence. At WithFeeling, we pride ourselves on creating memorable, adaptable, and impactful sonic experiences that resonate with diverse audiences. If you’re looking to make your brand stand out in a crowded market, let’s explore how sound can elevate your story.
FOR IMMEDIATE RELEASE
WithFeeling Wins Gold for ‘Your Bazaar’ Sonic Identity at 2025 Transform Awards MEA
An inventive blend of melody, memory, and multicultural nuance earns top honours for the UAE’s newest online marketplace.
Dubai, UAE — May 2025
Independent sonic branding agency WithFeeling has taken home Gold at the 2025 Transform Awards MEA in the Best Audio Brand category for their standout work with Your Bazaar, a UAE-based digital marketplace redefining how second-hand goods are exchanged in the region.
Faced with the challenge of launching a brand-new platform to a multicultural audience in a crowded market, WithFeeling created a sonic identity that blends emotional resonance with strategic simplicity — and delivered a result that cut through the noise.
A Familiar Tune, Reimagined
At the core of the identity is a bold creative decision: reinterpreting the final phrase of “Happy Birthday” to echo the URL “yourbazaar.ae”. By transforming one of the world’s most recognisable melodies into a mnemonic call-to-action, the jingle became instantly catchy, culturally neutral, and easy to recall — particularly in the multitasking environment of UAE radio.
Built for a Multicultural Marketplace
Designed to resonate with more than 100 nationalities across the UAE, the sonic brand was crafted to be universally intuitive. Real-world sound effects — from mouse clicks to cash register chimes — were layered into the composition to mirror the user journey and embed the experience into memory.
Regional Versatility
The sonic identity also flexes across the wider Gulf region, with tailored endings for multiple domain names such as .ae, .me, .sa, .qa, and .om — allowing Your Bazaar to scale its identity as it expands.
Real Impact
Since launching in September 2024, the radio campaign has reached over 3 million listeners and helped grow the platform to over 60,000 users. More than just a catchy tune, the sonic identity has played a measurable role in brand recognition and engagement.
Robbie Kennedy, Founder of Your Bazaar, commented:
“They completely understood and felt our vision from the very first meeting. The result was a sonic theme that was not only unique but genuinely effective. It’s been a joy working with a team that shares our passion.”
Recognition for Creative Courage
This marks WithFeeling’s first entry into the Transform Awards, where they also earned Silver for Dubai Racing Club in the same category. But it was the Your Bazaar project that truly stood out for its creative risk-taking and strategic impact.
“This was a left-of-field idea that could have easily been turned down,” said the team at WithFeeling. “But the client believed in it — and that belief turned a good idea into a Gold-winning one.”
About WithFeeling
WithFeeling is a sonic branding and original music agency based in Dubai, Riyadh, and Las Vegas. From brand anthems to immersive sound design, they create audio experiences that make people feel — and remember.
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