The Sound of Saudia
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The Sound of Welcoming Hospitality.
Saudia has a rich and fascinating history, from its humble beginnings as a small domestic airline to its current position as one of the leading airlines in the Middle East. As part of the Vision 2030, Saudia is an important partner in Saudi Arabia’s transformation agenda and a literal conduit between the world and the Kingdom of Saudi Arabia. This moment in time required a new holistic sonic identify to properly reflect Saudia's evolving cultural significance.
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From One Legacy Melody to a Holistic Sonic Identity.
Saudia is a legacy brand and with it comes legacy music, specifically some long-established (and customer-favored) melodies from Saudia's original boarding music. Not only was it imperative that legacy melodies remain, but it was paramount the Saudia sonic identity be enhanced with new sonic ingredients. amp crafted and developed a brand new Sonic DNA®, with new and legacy melodies, in a manner that is authentic to the Saudia brand and their region (including Saudi-specific instrumentation), adaptable to all current sonic touchpoints, and future-proofed to meet the needs of Saudia's brand evolution.
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Heritage + Modernity.
The new sound of Saudia took off like a 777! Immediately, the Saudia Sonic DNA® (and new Sonic Logo) was adapted to social media posts, brand films, manifesto films, event sounds, bespoke music for the exclusive Al Fursan Lounges, exhibitions, app-sounds and much more, including limited-edition sheet music now commonly used for impromptu grand-piano performances within Saudia's exclusive lounges. In addition, the Saudia Sonic DNA® has become recognized within Saudi popular culture with millions of streams across Anghami and Spotify streaming platforms; showcasing the true power and connectivity of Saudia music and their growing audience. Saudia's new sonic identity offered the brand, its partners and its customers a unique and trusted sonic connection that honored Saudia's heritage and set the stage for Saudia's future growth.
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