MT | Sonic Identity & Signature Music
A Brand You Can Hear and Feel.
The Project
From a signature sound
to a sensory film.
The project built a sonic identity for Saudi Arabia’s Ministry of Tourism and connected it to a Brand Film. One signature melody was adapted across three platforms, giving each its own character while keeping them part of the same brand. The film brought that sound together with the Ministry’s visual identity, people and values through a story shaped by the senses.
My Role
Supporting the sound. Shaping the film.
I supported the Creative Director with research and client presentations for the sonic direction. Once the core music was established, I coordinated with the production partner on its three platform variations.
On the Brand Film, I handled day-to-day creative development and visual direction, working from the narrative and script developed by the Creative Director.
The Challenge
What should Saudi tourism sound like?
The sound needed to feel connected to Saudi Arabia without relying on familiar or overly traditional cues. It also needed to feel credible, memorable, and flexible enough to work across campaigns with very different personalities.
Culturally rooted.
Institutionally credible.
Emotionally memorable.
The Sonic Identity
Giving the brand a voice.
A sonic identity is more than one track. It is a musical language that carries memory, emotion, and belonging before a word is spoken.
Distinctive.
Flexible.
Relevant.
Culturally rooted.
Recognition / 2026
Silver · Best Audio Brand (Consumer)
Transform Awards MEA — Ministry of Tourism Saudi Arabia with Focus WPI and WithFeeling.
The Brand Film
Turning the brand into an experience.
The Brand Film connects the Ministry’s visual identity, sonic identity, platforms, values, and view of tourism in one continuous journey.
It does not announce the identity. It lets the audience experience it.
The Idea
Tourism is remembered through the senses.
The film begins without immediately naming tourism. Instead, it asks the audience to recognise it through what they see, hear, smell, taste, and touch.
Those sensations gradually reveal the Ministry’s colours, sound, imagery, people, platforms, and values.
See
Horizons, landscapes, people, and possibility.
Hear
Laughter, footsteps, markets, shores, stadiums, and one note of belonging.
Smell
Oud, welcome, and memories connected to place.
Taste
Shared tables and flavours that feel like home.
Feel
Stone, sand, sea air, craftsmanship, and human connection.
Film Flow
From feeling, to identity, to purpose.
The film moves through three connected stages.
Stage One
Feeling before naming
Tourism is introduced through the senses without immediately saying the word itself.
Stage Two
The brand through the senses
Colour, sound, imagery, people, and platforms reveal how the Ministry sees and shapes tourism.
Stage Three
Who we are
The film closes with the Ministry’s values, commitment, and role in reimagining tourism.
The Film
The Ministry of Tourism, experienced as one world.
The final journey connects the senses with the Ministry’s visual and sonic identity, shaping one experience around possibility, pride, and prosperity.
Signature Music
From one melody, infinite expressions.
Once the core sonic DNA was defined, the same melody could shift in mood and energy without losing its identity. It was adapted across three Ministry platforms, giving each one a distinct personality while keeping them connected through one brand sound.
Energetic, youthful, and full of pride.
Bold, inspiring, and forward-looking.
Warm, rooted, and refined.
Reflection
Building one brand across sound and screen.
The Sonic Identity gave the Ministry a flexible and recognisable voice. The Brand Film brought that voice together with the visual identity, platforms, and values, allowing the audience to experience the brand as one connected world.
A brand remembered not only by how it looks, but by how it sounds and feels.
Related work
Ammar
Alnajjary