The Aldar sonic identity blends traditional Emirati instruments with modern sounds, expressing community support and innovation. This sonic identity is widely used to enhance Aldar’s positioning as a leader in Abu Dhabi’s real estate market.
To translate the new brand strategy “Live Aldar” into the powerful language of music.
To convey the brand’s dedications in supporting communities, fostering innovation & prosperity, and providing educational opportunities that inspire young talents.
Collaborating with Emirati musicians by using traditional Khaliji instruments like kanoon, oud, and ney to pay respect to the local identities of the brand.
Adding electronic sounds into the traditional music to evoke international perspectives.
Creating a unique melody which embodies the feelings of elevation, insipiring the listeners to envision the future together.
Recording with the Firdaus Orchestra, composed exclusively of women, to emphasize the human warmth and to establish the groundwork for future adaptions.
The sonic identity has been launched across multiple touchpoints to develop a tailor-made musical ecosystem.
Aldar now has a sonic identity that expresses its leadership and its innovations as the first real estate developer in Abu Dhabi.