Eatizaz

About the Client

E’tezaaz (اعتزاز) is a flagship program under the Saudi Ministry of Defense, dedicated to honoring and supporting the families of martyrs and injured servicemen. The initiative reflects the Kingdom’s values of sacrifice, loyalty, and national pride.

The program required a sonic identity that would embody dignity, patriotism, and respect—while maintaining flexibility for both official and public-facing communications.

Project Goals

• Develop a complete sonic identity aligned with the program’s vision.

• Craft a distinctive audio logo (sonic logo) that communicates pride and honor in seconds.

• Create a DNA (sonic palette) that defines the musical guidelines and emotional tones.

• Produce official music for ceremonies and governmental occasions.

• Design advertising-ready music for campaigns and public communication.

  
  

Production Process

1. Studying the Client’s Brand

We began by analyzing the visual identity, tone, and purpose of E’tezaaz. The central themes identified were:

• National pride

• Sacrifice and loyalty

• Respect and solemnity

• Hope and continuity

This guided the emotional direction of the sonic identity.

2. Meetings with Stakeholders

We held discussions with representatives from the Ministry of Defense and the E’tezaaz branding/marketing teams. Key takeaways included:

• The identity must feel official yet emotionally resonant.

• Music should work across ceremonial contexts, advertisements, and digital platforms.

• Flexibility was essential—solemn music for formal occasions, but warmer emotional tones for campaigns.

• 
  

3. Concept Development & Sonic DNA

We designed the sonic DNA as the foundation for the identity. It included:

• Melodic language inspired by Arabic scales (maqamat) for cultural authenticity.

• Orchestral instrumentation (strings, brass, percussion) to convey formality and grandeur.

• Modern production layers for adaptability to media platforms.This DNA ensured cohesion across all produced elements.

• 
  

4. Sonic Logo (Audio Logo)

We composed a 3–4 second sonic logo:

• Opening with a bold orchestral chord, symbolizing pride.

• A melodic rise representing honor and resilience.

• A final resolved note evoking stability and continuity.

This became the signature sound for E’tezaaz.

5. Official Music Production

We created formal compositions to be used in governmental ceremonies and events:

• Orchestral, solemn, and respectful.

• Rich harmonies to reflect unity and national strength.

• Slow to medium tempo for gravity and dignity.

  
  

6. Advertising Music

For public-facing campaigns, we designed lighter yet emotional tracks:

• Warm strings, soft percussion, and uplifting progressions.

• Emotional but not overly dramatic.

• Flexible for TVCs, online ads, and social media campaigns.

7. Review & Feedback

The Ministry team provided detailed feedback, especially on:

• Balancing formality with emotional resonance.

• Ensuring adaptability between official and public content.We implemented refinements to meet all requirements.

  
  

8. Final Delivery

We delivered a complete sonic identity package, including:

• Sonic Logo.

• DNA Guidelines (musical elements, instrumentation, emotional spectrum).

• Official Music Tracks (ceremonial use).

• Advertising Music Tracks (campaign use).

• Usage Guide Document for brand consistency across platforms.

  
  

The Outcome

• E’tezaaz now has a powerful sonic identity that strengthens its brand presence.

• The sonic logo provides instant recognition across platforms.

• The DNA ensures long-term consistency and adaptability.

• The music resonates with both official audiences and the general public.

Why Sonic Identity Matters for Government & National Programs

• Creates emotional resonance that reflects the values of the nation.

• Enhances official communication with professionalism and respect.

• Builds brand memorability across diverse media channels.

• Supports national unity and pride through sound.