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WithFeeling creates an Emirati-inspired sonic identity for graduates

WithFeeling collaborated with the Sharjah Education Academy (SEA) to bring their their sonic identity to life.

The identity  debuted at the academy’s second graduation ceremony held at University City Hall.

The brief was to compose a piece that encapsulated the Academy’s pillars of integrity, innovation, collaboration, empathy, agility, and pioneering future education.

Sharing the development process, Chris Atkins, Managing Director of WithFeeling, said: “To ensure that the sonic identity truly resonated with SEA’s vision, we conducted a series of thorough workshops.

“This collaborative process allowed us to present options that were precisely aligned with SEA’s goals, making the final choice a challenging but rewarding decision.”

To achieve this, WithFeeling recorded live oud and Emirati percussion to instil a sense of place within the UAE, while integrating brass and orchestral elements to convey energy, pride, and grandeur.

The music was designed to be ascending, floating, and inspiring, reflecting the positive achievement and shared ideas central to the Academy’s ethos.

A variety of audio assets were produced for the ceremony, including walk-ins, walk-outs, underscores, and background music.

Additionally, a catchy sonic logo was crafted, ensuring a comprehensive and memorable sonic experience.

Joe Dickinson, Chief Music Officer at WithFeeling, said, “We were deeply committed to creating not just a memorable sonic identity for SEA, but also unforgettable memories for the graduates.”

Osama Nasr, Director of Marketing at Sharjah Education Academy, added, “It was a pleasure working with the team at WithFeeling. Their professionalism and dedication were evident throughout the project.

“They went above and beyond, combining talent and hard work to deliver an outstanding sonic identity. We are extremely happy with the result and proud to have this unique sound represent our Academy.”