Sharjah Airport Sonic Branding

Client brief:

To create Sharjah Airports Sonic Branding identity. This was the first time Sharjah Airport have used Sonic Branding and so it was an exciting project for us to work on. They wanted branding that represented the efficiency of the Airport and the fact things happen very quickly and smoothly. However air travel can be a stressful experience so it was important that the branding had a feeling of calm about it. They also wanted something in the branding to represent the region that Sharjah is placed.

What we delivered:

We delivered a series of demos that we presented. Unfortunately the client liked two of the demos equally and couldn’t make their minds up on which demo to proceed with so we suggested doing a second round and coming with a new arrangement that incorporated both demos. This wasn’t an easy task as both sonics were quite different from each other. However we succeeded and the demo from round two was approved.
We decided to concentrate on the “smoothness” of the sonic rather than the speed as those two notes kind of contradicted each other. We knew that a “local” touch was important so we used an “Oud” throughout the branding.

Delivery:

We delivered a range of arrangements for IVR (Message on Hold), the main Branding, more upbeat versions for Social media as well as more Arabic arrangements for special occasions related to the region. Currently we are developing a new arrangement for their “Al Diyafah” luxury lounge that is launching soon.