-- Meydan Free Zone has released a new episode of its podcast featuring Ahmad Haffar, a sound designer and entrepreneur known for his work in sonic branding. In the episode, Haffar outlines the process of creating Meydan Free Zone’s sonic identity, placing the organization among the first free zones in the region to adopt a dedicated audio brand element. He also discusses the role of sound in shaping customer engagement and brand recognition.
Photo Courtesy of Meydan Free Zone
Sonic branding refers to the use of sound as a core brand identifier, similar to a visual logo. Haffar, often referred to as the “Voice of Dubai,” has worked on more than 100 sonic identities for brands including Etisalat, Dubai Festival City, and Kellogg’s.
“For me, working on Meydan Free Zone’s sonic identity was about capturing three things: the courage it takes to set up a business, the emotional connection that empowers people to believe in themselves, and the vision behind the tagline ‘From Dubai to the World,’” said Ahmad Haffar.
The introduction of a sonic identity was part of Meydan Free Zone’s broader branding strategy. As a fully digital free zone, most interactions with entrepreneurs occur online, prompting the organization to invest in sound branding as a means to build recognition and trust.
“We knew we needed more than visuals to express what makes us different. As a free zone that’s digital and founder-first, we needed an identity that aligned with those values and could be experienced across every touchpoint,” said Mohammed Bin Humaidan Al Falasi, Director of Free Zone Licensing at Meydan Free Zone. “That’s why we invested in a sonic identity, to give our vision a distinct voice and ensure that what it means to build from Dubai to the world is experienced fully.”
The sonic identity is applied across multiple touchpoints, including events, business centers, and digital platforms. The integration of this element aims to create consistency in client experiences and reinforce brand positioning. Early implementation has coincided with an increase in engagement metrics, including inquiries and conversions, with the identity adapted for social media use.
As businesses continue to compete for attention on digital platforms and through voice-enabled technologies, sound branding is expected to become a more widely adopted strategy. Meydan Free Zone’s early adoption reflects its effort to maintain a competitive and recognizable presence in a changing brand landscape.
About Meydan Free Zone
Meydan Free Zone is the UAE’s only 100% digital free zone and ranks among the world's largest and most advanced digital free zones. Headquartered at the prestigious Meydan Hotel, it is just 15 minutes from Dubai International Airport. Its award-winning 360° platform enables businesses to launch, operate, and scale with speed, simplicity, and flexibility.
The only 24/7 digital Free Zone in the UAE, Meydan Free Zone offers 2,500+ business activities with end-to-end digital licensing, paperless processes, and real-time support. Its Fawri license is the UAE’s fastest, completing setup in under 60 minutes. Companies benefit from zero corporate and withholding tax, 100% foreign ownership, capital-free setup, and seamless access to UAE government services. Business licenses are MoFA-approved, Dubai Chamber-accredited, and include guaranteed business bank accounts in Dubai.
About Ahmad Haffar
Ahmad Haffar is a Lebanese-born entrepreneur, musician, and creative artist widely known as the “Voice of Dubai.” As the co-owner and Managing Director of Mindloop Studios and founder of On The Field Academy, he has become one of the Middle East’s most recognized figures in sonic branding and sound design.
With over 100 sonic identities in his portfolio, Ahmad Haffar has composed for leading brands and venues such as Festival City, Kellogg’s, Etisalat, Sobha Realty, and more. His work spans hospitality, retail, real estate, finance, and technology, creating soundscapes that shape customer experiences across the region and globally.
Ahmad Haffar has been featured on Forbes 30 Under 30 for Middle East and in publications including Gulf News, Arabian Business, and Friday Magazine. His company, Mindloop Studios, has won multiple awards including Best Business Production House (MEA Markets 2021) and Best Studio in the UAE (Prestige Awards 2020–2023).
Beyond branding, Ahmad has explored voice-overs, live performance, and stand-up comedy, with his first comedy special aired on StarzPlay Arabia. Today, he continues to push creative boundaries, blending originality with strategy to help brands build lasting emotional connections through sound.
Ahmad Haffar, Managing Director Mindloop Studios & On The Field Academy
E-mail: [email protected]
Phone: +97152 629 2871
Contact Info:
Name: Anisha Sagar Head of Marketing & Communications, Meydan Free Zone
Email: Send Email
Organization: Meydan Free Zone
Phone: +971 55 210 5697
Website: https://www.meydanfz.ae/
Release ID: 89171803
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