Commercial Bank, Qatar

Client brief:

Innovation, people, fast and efficient, confidence, ambitious, proud Qatari identity advice and guidance, family, trust, leadership, strong, focused

What we delivered:

Being surrounded by the sea and playing a significant role in Qatari culture and history, we immediately recognized the importance of incorporating it into the sonic branding strategy. Extensive research led us to discover enchanting and evocative Pearl Diving chants, which had been passed down through generations of Qatari sailors. Intrigued by their beauty, we decided to weave these melodies into the very fabric of Commercial Bank’s sonic branding.

We understood that blending these traditional melodies with modern sounds from today’s technology would create the perfect fusion, encapsulating the essence of Commercial Bank’s sonic identity. The aim was to strike a balance between honoring the rich heritage of Qatar and embracing the forward-thinking nature of the bank.

Careful consideration was given to the selection and arrangement of these traditional chants. Each melody was meticulously chosen to evoke a sense of nostalgia, pride, and connection to the sea. By incorporating these elements, we aimed to create an audio experience that resonated with both the older generations, who hold a deep appreciation for their cultural roots, and the younger, more tech-savvy audience.

To enhance the sonic identity, we seamlessly integrated modern sounds and technologies. Cutting-edge audio production techniques were employed to craft a unique and captivating sonic landscape. By combining traditional chants with contemporary instrumentation and digital effects, we were able to breathe new life into the ancient melodies, bridging the gap between the past and the present.

The result was a sonic branding that encapsulated the spirit of Commercial Bank—a harmonious blend of tradition, innovation, and the enduring relationship between the Qatari people and the sea. Whether heard in advertisements, banking services, or other brand touchpoints, the sonic identity acted as a sonic signature, instantly recognizable and deeply rooted in the cultural fabric of Qatar.

Commercial Bank’s sonic branding became a testament to the bank’s commitment to preserving heritage while embracing progress. It resonated with customers, instilling a sense of trust, reliability, and a unique connection to their cultural heritage.