The Sound of Emirates NBD

• Overview

  Emirates NBD sought to revitalize its brand for a digital-first era by creating a flexible, robust sonic identity that reflects its dual position as a global financial leader and a proud Emirati institution.

• Solution

  We developed a vast, holistic sonic ecosystem of assets that fuse Middle Eastern instrumentation with modern, progressive timbres. We then developed and deployed a bespoke GenAI music tool, the Emirates NBD Sonic Hub, to future-proof and scale this new sonic identity in a variety of genres (including Arabesque and Emirati).

• Result

  The project successfully delivered an incredible sonic identity that operationalizes creativity, ensuring the bank's audio presence is adaptable and authentic to its heritage. This work recently won Gold for Best Audio Brand at the MEA Transform Awards, certifying its success as an sonic branding leader.

• Awards

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