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In the world of education, creating an environment that embodies the values and aspirations of an institution is essential. At WithFeeling, we believe that sound plays a crucial role in shaping these environments, and our recent collaboration with Sharjah Education Academy (SEA) stands as a testament to this belief. We are thrilled to share the story behind the creation of SEA’s new sonic identity, which debuted at their second graduation ceremony on 26th May 2024, at University City Hall.

The Brief: Capturing Core Values Through Sound
When SEA approached us with the task of crafting their sonic identity, the challenge was clear: create a piece that encapsulates the Academy’s pillars of integrity, innovation, collaboration, empathy, agility, and pioneering future education. This brief set the stage for an exciting journey of creativity and collaboration.


A Collaborative Development Process
Chris Atkins, Managing Director of WithFeeling, sheds light on our development process:

“To ensure that the sonic identity truly resonated with SEA’s vision, we conducted a series of thorough workshops. This collaborative process allowed us to present options that were precisely aligned with SEA’s goals, making the final choice a challenging but rewarding decision.”

These workshops were instrumental in understanding SEA’s ethos and aspirations. They allowed us to immerse ourselves in the Academy's values and translate them into musical elements that resonate deeply with their mission.

The Musical Composition: Bridging Tradition and Modernity
To achieve a sound that is both locally rooted and globally resonant, we recorded live oud and Emirati percussion, instilling a sense of place within the UAE. This traditional essence was seamlessly blended with brass and orchestral elements to convey energy, pride, and grandeur. The result is a piece of music that is ascending, floating, and inspiring, mirroring the positive achievements and shared ideas central to SEA's ethos.

Our Chief Music Officer, Joe Dickinson, reflected on the project:

“At WithFeeling, we were deeply committed to creating not just a memorable sonic identity for SEA, but also unforgettable memories for the graduates. We believe that this music will live long in their memory, symbolising their achievements and the beginning of their next journey.”

A Comprehensive Sonic Experience
The sonic identity was designed to enhance the graduation ceremony experience with a variety of audio assets, including walk-ins, walk-outs, underscores, and background music. Additionally, a catchy sonic logo was crafted, ensuring a comprehensive and memorable sonic experience that will continue to resonate with SEA’s community.

Client Collaboration and Satisfaction
Our partnership with SEA was marked by mutual respect and a shared vision. Osama Nasr, Director of Marketing at Sharjah Education Academy, expressed his satisfaction:

“It was a pleasure working with the team at WithFeeling. Their professionalism and dedication were evident throughout the project. They went above and beyond, combining talent and hard work to deliver an outstanding sonic identity. We are extremely happy with the result and proud to have this unique sound represent our Academy.”

A Sound for the Future
This project exemplifies how a carefully crafted sonic identity can capture the essence of an institution, creating a lasting impact on its community. We are proud to have partnered with SEA to create a sound that reflects their dedication to integrity, innovation, and education. Here’s to the graduates and their future endeavours, accompanied by the inspiring sounds of their alma mater.