Inspired by traditional Emirati weaving, the Etihad sonic identity combines local instruments with global textures. Used for boarding, landing, and brand films, it conveys Etihad’s promise of high-quality experiences from Abu Dhabi to the world.
Category: Middle East
Etisalat
The Etisalat sonic identity features diverse voices in unison and hand percussion, symbolizing inclusivity and human connection. Integrated across customer service, social media, and events, it strengthens Etisalat’s approachable, community-focused brand.
Aldar
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.
Merrell
LUX
The Lux empowering sound framework, crafted “For Women, by Women,” resonated globally, reaching over 4.7 billion people. Its adaptable music library enhances consistency across diverse media.
Sound Affects
Help refugees with PTSD, for which day to day sounds like alarms ringing, microwaves beeping, crashing glass can trigger past trauma such as bomb sirens, fleeing tanks passing etc…
Work with Foley artists and sound engineers to create an online library of sounds that have cause trauma and pain with mundane day-to-day items (bread maker, electric razor, celery…)
Direct the library’s funds directly to NGOs, dedicated to helping victims around the world suffering from PTSD.
In order to reproduce traumatic sounds of war with mundane items, foley artists used a wide range of producing techniques such as looping, pitching, adding reverb, overlaying, filtering high/low frequencies, speeding up sounds.
Every day-to-day object could be a source of inspiration and creation. For example, a washing machine door was used to create a gust effect of a gunshot. A bread maker embodied the blades of a real helicopter.
