Abu Dhabi 360 (AD360)

Client Brief:

AD360 is a behavioural change initiative aiming to improve the health and well-being of the Abu Dhabi community through the transformative power of sports. The initiative is particularly focused on enhancing the Arabic experience and supporting those most in need. As a holistic community fitness and well-being experience, AD360 combines physical fitness activities, a healthy eating and nutrition program, a lifestyle brand, and mental fitness activities. Their brand personality is inspirational, optimistic, innovative, transformative, and joyful.

What we delivered:

In line with the client’s vision and mission, we developed a unique sonic brand that integrated elements of health, inclusivity, positivity, and the transformative power of sports. The sonic brand featured a heartbeat to symbolize health and the pulse of the society. The instrumentation blended traditional western and electronic elements with a touch of oud, reflecting the cultural inclusivity AD360 promotes.

The sonic brand includes a quick run of notes leading up to the main theme, symbolizing the rewarding feeling of success after effort. Harmonically anchored in the key of A minor, the melody cleverly uses the tonality to convey a sense of positivity and uplifting movement as it climbs up and reaches up one octave, resonating with the brand’s optimistic and transformative personality.

The sonic branding was delivered not only as a main theme, but also in four distinct arrangements to represent the different facets of AD360 – running, aerobics, meditation, as well as an arrangement suitable for informational videos. This multi-arrangement delivery ensures that AD360 has a suitable sonic accompaniment for a diverse range of activities and content, enhancing the brand’s versatility and reach. In addition, guidance was provided on how to effectively use the different arrangements across various platforms and activities to maintain brand consistency and maximize impact.