Sense of Sound.
A Creative Music + Sound Agency × Riyadh Airports
Mohammed S. Alshammari · Nawaf A. Alzadjali
Straight to deliverables and costsWho we are
We create sound.
WithFeeling is an award winning global sonic branding and audio agency. We partner with the world's most ambitious brands to build sound identities that are distinctly ownable, deeply resonant, and engineered to last a lifetime.
From brand anthems and sonic logos to complete audio ecosystems, every touchpoint is crafted with intention, and with feeling.
One toolkit, endless opportunities.
Music. WithFeeling.
A complete sonic identity starts with one ownable hero track. Within it sits a signature sonic logo, crafted note by note. That core motif recurs throughout the wider track, then adapts endlessly into one identity with many expressions, extending across a complete toolkit, from UX and UI to IVR, events and social.
How we work
Our Approach
Five steps take a brand from a feeling to a living sonic identity.
Check Your Current Sound
Spot what you're already playing, and whether it's on brand or off key.
Decide Your Sound Style
Figure out what your brand should actually sound like.
Create Your Sound
Turn the direction into real, finished audio.
Put It All Together
Roll it out without anyone going rogue.
Keep It Fresh
Don't let it get stale.
For King Khalid International Airport this becomes a family of themes, a distinct variation for every space and moment across the terminals, all drawn from one signature and extended by a generative layer that keeps the sound alive and never repeating.
Selected work
Highlights
Sonic Branding
Dubai Airports
WithFeeling created the sonic identity for Dubai Airports, the world's busiest international airport, in partnership with Seven Media. Built on a Heartbeat of Unity, a synthesized Oud and Kanun motif lifted by an electronic pulse, it carries the brand promise of "many hearts, one beat" across films, terminals and contact lines.
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Sound Design
City Living Museum
For the City Living Museum in Madinah, we recorded the living sounds of the holy city and composed them into a 30 minute soundscape. Created with Sunio One for the Al Madinah Region Development Authority, it turns the atmosphere of a sacred place into an immersive, place rooted sonic experience.
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Dubai Holding Entertainment
Ain Dubai
A landmark above Dubai needed more than a soundtrack. We built a complete sonic identity for the wheel: a sonic logo, 24 hour Plaza playlists, two terminal film scores (Sands of Time, Ain Skies) and a 13 part cabin journey that rises to a crescendo at the summit.
Qiddiya City, KSA
Aquarabia
Aquarabia is the Kingdom's first water theme park, in Qiddiya City. We scored every zone, weaving bespoke music, ride audio and bilingual announcements into one continuous sonic world that follows guests from ride to ride.
A Flagship World Expo
Expo 2020 Dubai
The anthem that became an identity. We created zoned soundscapes across the entire site, district by district, with the song and theme written and produced by cofounder Joe Dickinson.
Royal Commission for Riyadh
Riyadh Expo 2030
A different tomorrow, our theme for Riyadh Expo 2030. With Crown Prince Mohammed bin Salman in attendance, we composed immersive soundscapes for the official reception at the Grand Palais Éphémère in Paris, blending traditional Saudi elements and live Oud with Western orchestral flavours. The bid won.
Ministry of Tourism, KSA
The Sound of Saudi
Briefed to turn Endless Discovery into sound, we created the sonic identity for the Ministry of Tourism of Saudi Arabia. A nation of contrast and character, where ancient rhythms meet visionary transformation, given a voice that carries across every touchpoint of the brand.
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Diriyah Biennale Foundation
Islamic Arts Biennale
An award winning sonic identity for the Islamic Arts Biennale in Jeddah, a landmark celebration of Islamic art, faith and craft. Made with .Pomelo and the Diriyah Biennale Foundation, it earned Bronze at the Clio Music Awards and a win at the International Sound Awards.
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Dubai Financial Market
Dubai Financial Market
For Dubai Financial Market, sound marks the rhythm of the trading day. A calm, considered Morning Loop opens the markets and a warmer Evening Loop closes them, each a twenty minute composition mastered to broadcast loudness so the floor always feels alive.
Our approach
Research Backed Creativity
Every creative decision we make is grounded in acoustic science, cultural research, and brand strategy. Our process doesn't begin with a melody. It begins with meaning.
Added value
Independent Sonic Validation
Joe Sauer
EmotiSphere Insights
Implicit Association Testing (IAT)
To support confident decision making at a global scale, WithFeeling works with EmotiSphere Insights, led by Joe Sauer, to bring independent third party validation to the sonic work we create.
Using proven neuroscience based methodologies, including Implicit Association Testing (IAT), their testing assesses the subconscious emotional impact of sonic assets. This moves beyond subjective preference to measure the emotional cues that drive memorability, trust, and long term brand value.
The purpose is not to constrain creativity, but to validate strategic direction, reduce risk, and support a consistent, future ready sonic framework.
Familiar ground
A Space We're Already Familiar With
Use of sound and its impact within commercial airports is something we already understand deeply. Working on oneDXB gave us the opportunity to explore the sounds of regional and global airports, how and where they use sound, and what makes each one distinct. The examples below showcase international airports already adopting a sonic identity across their core brand material.
The opportunity
Exploration in Sound
We'd welcome the opportunity to take a deeper look at how sound is currently working across your airports, every touchpoint, every environment. We want to understand where sound is present, where it's absent, and where it could be refined.
