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
Aldar is the of of the leading real estate developer and manager in the Middle East. It’s an innovative brand, proud of of its roots and clear about its vision. The Aldar sonic identity blends traditional Emirati instruments with modern sounds, expressing community support and innovation. This sonic identity is not only successful to enhance Aldar’s positioning as a leader in real estate market, it’s also helping amplify Aldar’s employees sense of belonging.
Merrell
LUX
The Lux sound framework, designed to empower and crafted ‘For Women, by Women,’ resonated globally, reaching over 4.7 billion people. Its adaptable music library enhances consistency across diverse media.
Sound Affects
For refugees suffering from PTSD, ordinary sounds can be powerful triggers. That’s why we leveraged our expertise to help people suffering from PTSD through Sound Affects, a library: a collection of Foley sounds designed to support healing through the power of sound.
Transforming Sound into Healing
The beeping of a microwave, the ringing of an alarm, or the crash of glass can bring back memories of bomb sirens, fleeing tanks, or other traumatic experiences. To address this, Sound Affects works with Foley artists and sound engineers to create an online library of everyday sounds that can unexpectedly cause pain and distress. By using common items like bread makers, electric razors, or even celery, we reproduce the sounds of war and conflict, highlighting how mundane noises can become haunting reminders for trauma survivors.
From Awareness to Action
The library not only raises awareness but also supports those affected. All funds generated go directly to NGOs dedicated to helping PTSD victims worldwide.
Reimagining Trauma through Sound Design
Reproducing these complex, evocative sounds requires artistic precision. Foley artists use techniques such as looping, pitching, adding reverb, overlaying, filtering frequencies, and speeding up sounds to recreate the auditory essence of traumatic events. For example, the gust of a gunshot might be captured by the slam of a washing machine door, while the rhythmic hum of a bread maker can evoke the sound of helicopter blades.
Through creative exploration, everyday objects become instruments for storytelling and empathy, transforming sound into a tool for awareness and support.
