Saudi Ministry of Tourism / Saudi Arabia and international / 2025Design & Packaging · Events & Sponsorship
The Sound of Saudi: Endless Discovery.
A sonic identity translates Saudi Arabia's 'Endless Discovery' positioning into a flexible musical signature for the Ministry of Tourism.
- Brand
- Saudi Ministry of Tourism
- Agency
- Focus WPI / WithFeeling / Focus WPI
- Market
- Saudi Arabia and international
- Region
- Global
- Year
- 2025
The challenge
Create a sound rooted in Saudi Arabia's varied musical traditions that can also travel across international events, campaigns and digital touchpoints.
The idea
Traditional instruments, regional voices and modern production form a hero track, then adapt the same melodic identity into different expressions for people, heritage and future ambition.
Results
- WithFeeling reports that the identity premiered at the 26th UN Tourism General Assembly in Riyadh in 2025.
Case study source: WithFeeling Source ↗
Awards
- Transform Awards MEA 2026 — Silver, Best Audio Brand (Consumer). Source: https://withfeeling.com/portfolio/ministry-of-tourism-ksa/
Credits
- Client
- Saudi Ministry of Tourism
- Sonic identity and music
- WithFeeling
- Creative development and visual direction, brand film
- Ammar Alnajjary
- Managing director, WithFeeling
- Chris Atkins
- Head of sonic branding, WithFeeling
- Keith Gillespie
