Qatar
A composed sonic identity for one of the region's most ambitious real estate companies. Original, Arabic-rooted, built to live across film, environment, and every brand moment Qatari Diar creates.
WithFeeling is a sonic branding and music agency designing how brands, destinations and nations feel through sound. From sonic identities to original music and sound design, we create work that connects with people in a more human, memorable way.
Before proposing what's next, we listened to what's now. Here is an honest read on Qatari Diar's current sonic position — what's strong, what's leaking value, and where the opportunity sits.
A state-backed real estate company with $35B in assets across 18 countries. Lusail. Msheireb. The St Regis Cairo. Generational, civilisation-scale projects that don't just shape skylines — they shape how Qatar is read on the world stage.
Library cues across corporate films, brand spots and reveals. Generic ambient in sales galleries. Defaults in IVR and on-hold. Sound is borrowed — never owned.
The deep indigo-to-copper gradient, the architectural Avenir Next typography, the restraint — Qatari Diar already looks the part of a sovereign-scale developer. The visual identity carries weight, heritage and ambition in equal measure.
The current corporate and brand films lean entirely on imagery and voiceover to land emotion. The music underneath is replaceable — it could belong to any developer, any country, any century. Qatari Diar deserves better.
No theme. No mnemonic. No stems. No system. There's nothing ownable for the brand to leverage recognition — and no opportunity to scale and build upon it.
— a composed identity rooted in the meaning of the name itself
Diar — the Arabic word for abodes, homes, dwellings. It is already in the company's name. We propose making it the foundation of how the brand sounds.
We will compose an original musical identity for Qatari Diar, rooted in Arabic instrumentation and built with the architectural restraint the brand already lives by. A core theme — written as a master composition — will sit at the centre of the system. From it, we will derive a sonic logo, full-track edits, durational variants, and a stem package designed for endless adaptation across film, social, environment and event.
The result is not a piece of music. It is a sonic system — one that scales from a three-second logo sting to a sixty-minute reception, and is recognisably, unmistakably Qatari Diar across every one of them.
The creative exploration will balance Arabic music traditions — oud, qanun, ney, traditional percussion — with cinematic orchestration and contemporary production. Tonality and emotional character are part of the brief, not an afterthought. We're composing for the feeling Qatari Diar wants its audiences to leave with: gravitas, hospitality, generational confidence, quiet pride.
A foundational composition and a working stem system — designed so Qatari Diar's in-house teams, agencies and partners can deploy the sound across any format, any duration, any moment.
A 120-second master composition — Arabic at its heart, cinematic in its arrangement, ownable in every frame.
An original long-form hero brand track that captures Qatari Diar's emotional character. Built to sit beneath flagship films, project reveals and showcase moments — and to act as the source from which every other brand sound is derived.
Where the sound shows up — adaptations of The Diar Theme tailored to every place Qatari Diar lives.
Once the foundational composition is approved, each touchpoint below is delivered as a bespoke adaptation — engineered for its medium, format and moment of use.
A five-stage process — collaborative, research-led and built to land a sound that's unmistakably Qatari Diar. Roughly five to seven weeks end-to-end.
Objective: Align on project objectives and assess the current sonic landscape.
Objective: Compose initial demos that serve as the sonic foundation for the brand.
Objective: Fine-tune the chosen musical direction.
Objective: Deliver the final sonic identity.
Objective: Ensure effective and consistent use of the new sonic identity.
Four projects that demonstrate the calibre, cultural fluency and craft we'd bring to Qatari Diar. Press play.
When the Ministry of Tourism briefed us to translate "Endless Discovery" into a sonic identity, the ambition was unmistakable. Saudi Arabia is a destination rich in contrast and character, where ancient rhythms meet visionary transformation.
National Sonic Identity
This year's film, "Living a reality that once was just a dream," encapsulates Saudi Arabia's transformation — not only highlighting the nation's progress but also celebrating its deeply-rooted heritage. Through ambitious projects ranging from renewable energy to infrastructure development, Saudi Arabia is forging a future of unlimited possibilities.
National Film / Sonic Storytelling
An eight-minute longform composition titled Converge — structured as a journey, with each movement sharing a unified musical language rooted in regional instrumentation and contemporary textures.
Cultural Composition / Longform
Composing immersive soundscapes for the Riyadh Expo 2030 official reception at Paris's Grand Palais Éphémère — in collaboration with Hopscotch and the Royal Commission for Riyadh.
State-Level Event / International Stage
We created the sonic identity for Mina Al Arab — RAK Properties' flagship island destination. Set among mangroves, beaches and world-class resorts, Mina called for a sound that felt cinematic, elegant and modern. We delivered a 3-minute orchestral piece and 14 bespoke variations, tailored for brand films and key touchpoints.
Premium Real Estate / Destination Branding
WithFeeling created the full sonic identity for the world's first Islamic Arts Biennale in Jeddah, blending classical instrumentation with contemporary sound design. From the ceremonial longform brand track to modular compositions for National Day and Eid, the music reflected the event's bold mission: to bridge eras, cultures, and geographies through sound.
Cultural Identity / Longform CompositionOnce the foundation is built, the system can extend into every corner of the Qatari Diar experience. Below are four directions worth considering — now or in subsequent phases.
An exclusive voiceover identity for Qatari Diar. Two voices (Arabic native + English), recorded in studio, available across films, IVR, internal comms and broadcast — so Qatari Diar's spoken identity is as ownable as its sound.
A full-orchestra arrangement of the Diar Theme — for project openings, partnership announcements and gala moments. Recorded with a regional orchestra. The kind of music that makes a press release land in a way no print campaign ever can.
Tailored sonic extensions for individual Qatari Diar projects — Lusail, Msheireb, international developments — that share Qatari Diar's core DNA but speak with their own accent. One family. Many voices.
For the foundational composition and brand touchpoints as scoped above. Future-phase items priced separately.
