Sharjah Education Academy (SEA) partnered with WithFeeling for its new sonic identity in time for their second graduation ceremony last month. WithFeeling had to create a piece that encapsulated the Academy’s pillars of integrity, innovation, collaboration, empathy, agility, and pioneering future education.
Chris Atkins, the Managing Director of WithFeelings, said the agency conducted a series of thorough workshops to ensure the sonic identity truly resonated with SEA’s vision. He explained that the process allowed them to present options that were precisely aligned with SEA’s goals. It made the final choice a challenge, but a rewarding decision.
Atkins said the 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. We recorded live oud and Emirati percussion, instilling a sense of place within the UAE,” he said. “This traditional essence was seamlessly blended with brass and orchestral elements to convey energy, pride, and grandeur.” As such WithFeeling came up with a piece of music that was ascending, floating, and inspiring. It reflected the positive achievements and shared ideas central to SEA’s ethos.
Joe Dickinson, WithFeeling’s Chief Music Officer, said the agency is deeply committed to creating a memorable sonic identity for SEA and unforgettable memories for the graduates. “We believe that this music will live long in their memory, symbolizing their achievements and the beginning of their next journey.
Sharjah Education Academy – Brand Track – WithFeeling from WithFeeling on Vimeo.
Osama Nasr, Director of Marketing at Sharjah Education Academy, expressed pleasure in working with the team at WithFeeling. He commended the agency’s professionalism and dedication, which was 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.”
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