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.
In 2019, Etihad decided to enrich its brand platform and the customer experience it delivers across all touchpoints with a sonic identity. The challenge was to design a unique piece of music conveying Etihad’s Emirati roots while also welcoming the rest of the world, to convey the brand’s promise « From Abu Dhabi to the world ».
The music is inspired by the traditional al Sadu weaving method – an emblematic Emirati craft of skill and creativity. By layering multiple traditional instruments with organic and electronic textures the music suggests innovation, openness to the world and commitment to a better future.
Etihad’s sonic identity is used to set high standards and offer high-quality experiences whatever the class you travel in.
Etihad successfully implemented the sonic on all relevant airline touch points. Boarding and landing music according to destination and time, hold line, radio, digital and brand film
With increasing digital needs, Etihad decided to create over 50 adaptations: to celebrate destinations (India, Morocco), partnerships (F1, Manchester City), corporate highlights 5 (opening of new Terminal), national highlights (Eid, Ramadan).