Creating a sonic identity for a whole city, that permeates down from all marketing and branding, to the actual experience of being in the city and navigating around it.
Meydan is a new city being built in the desert outside Dubai. Themed around horses, the city is made up of 4 districts - Residential, Leisure, Financial, and the Racecourse.
We created a soundtrack for the city, with each district having it's own variation of a central theme - like the different movements of a film soundtrack.
We can then take the tone, melody and rhythm of each district's theme, and create mnemonics that can be used on all audio alerts and signals in that district, giving each area its own sonic identity and creating a musical harmony across the city.
Here as an example, we take the soundtrack for the Leisure district, and use it as a mnemonic for the tram system - signaling you've arrived in the area, without the need for voice announcements.
1. Leisure soundtrack
Leisure theme by Condiment Junkie
2. Leisure theme - mnemonic - mnemonic 2 - on the Tram
Tram mnemonic by Condiment Junkie