Project Brief
Joining forces with Saudi creative music house Audiom, we developed the entire sonic universe for Asia’s most successful football club. The club chose to introduce a distinctive sonic signature designed to embody fan support and become inseparably linked with its identity.
August, 2022
Date
Context
Al-Hilal SFC is a Saudi Arabian professional multi-sports club based in Riyadh. Founded on 16 October 1957, it is one of three clubs to have competed in every season of the Saudi Pro League since its inception in 1976. Despite its remarkable growth and success, a distinctive audio identity was still missing. We made it happen.
Vision
To achieve this goal, Al-Hilal FC chose to tap into the power of their loyal fan base and their iconic chant, “Oh Ya Hilali.” This approach involved integrating the chant across multiple touchpoints within their sonic branding. From stadium anthems to notification sounds, we developed a cohesive and holistic sonic system.
Impact
Integrating the “Oh Ya Hilali” chant into Al-Hilal FC’s sonic branding delivered clear results: stronger brand recognition, deeper emotional connection with fans, heightened stadium engagement, and expanded reach across media channels, boosting visibility, loyalty, and overall excitement around the club.
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