The Sound of Alinma
-
Alinma, a prominent Saudi bank, underwent a rebrand to "One Step Ahead," necessitating a sonic identity that bridged its rich heritage with its innovative future. The project aimed to create a truly holistic sonic identity for the Saudi institution, reflecting a unique duality of traditional cultural values and financial innovation. This strategic move sought to translate Alinma's progressive vision into an authentic and memorable sound.
-
Inspired by Saudi Arabia's diverse musical landscape, the solution involved meticulously integrating traditional Maqams (melodic contours) into Alinma's core Sonic DNA. This unique approach blended heritage composition with modern delivery, utilizing both traditional and contemporary instrumentation. The comprehensive sonic ecosystem includes a versatile Sonic Logo (in heritage, orchestral, and electronic versions), intuitive UX/UI sounds, and custom branded tracks for all touchpoints.
-
The new Alinma sonic identity achieved widespread recognition, notably playing throughout Riyadh from the iconic Kingdom Tower and over the skies of Jeddah at Alinma’s namesake stadium. This cemented Alinma's position as the first Saudi bank with a truly holistic sonic identity, reflecting the vibrancy of modern KSA. The project successfully established a powerful connection between authentic Saudi expression and cutting-edge financial innovation.
