We approached Etihad’s Sonic Branding sideways. Starting with composing their advertising and hype music (below), we gradually seeded the idea of sonic branding, outlining the possibilities of a congruent and consistent sonic presence.

We piloted the inflight music to be played 20 mins prior to take off and landing. We identified this as the lead brand sound point, with the piece transmitting several tones and emotions, i.e. reassurance, middle eastern intonations and grandiosity.