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Landor creates a brand fit for MBC’S Shahid

The brief was to establish Shahid as the regional leader in on-demand Arabic digital video entertainment

Landor, a global leader in brand consulting and design, has created a new look and feel for Shahid, the streaming platform of MBC GROUP, the largest multi-media company in the Middle East & North Africa. The brief was to support the digital trailblazer create a revitalised look that would retain relevance and purpose amongst target audiences across the region with an adaptive visual language, helping establish Shahid as the regional leader in on-demand Arabic digital video entertainment.

Unveiled last month in Dubai, the new brand perfectly captures Shahid’s roots in the Arab region, whilst incorporating new elements to appeal to a younger audience, supporting the company’s continued growth and success.

Mariagrazia De Angelis, General Manager at Landor, Dubai said: “The advent of online streaming services has fundamentally changed the TV landscape and Shahid needed to move beyond catch-up TV to competing more effectively in the SVOD space. We wanted emotion and feeling to be at the very core of the brand expression, so that Shahid could truly own the stories of our times as a content provider. In this light, we set out to try to capture and visualise the six basic human emotions of excitement, love, sadness, happiness, fear and anger.”

She added: “The first step in this process was to identify who specifically we wanted to target before defining the level of change needed to be competitive yet retain the authenticity of the brand. Our resulting strategy gave Shahid a unique and ownable role in the lives of its viewers across the Middle East region, helping them to navigate the immense social change they are experiencing in terms of consuming content, and helping them relate to this new digital reality.”

Johannes Larcher, Managing Director, Shahid said: “We are thrilled with the creative work Landor has done for Shahid which aimed at helping us re-position the brand and achieve a greater appeal, especially among the MENA region’s discerning youth. Now, Shahid is carving out its place in the overall ecosystem of global entertainment brands, whilst being distinctive and uniquely of Arab origin.”

Established in 1941 by Walter Landor, Landor helps its clients build agile brands that thrive in today’s dynamic and disruptive marketplace. In the Middle East region, some of its most notable clients include Dubai Airports, Etihad Airways, Alawwal Bank, NEOM, SABIC, Almarai, Burj Khalifa, Abu Dhabi Investment Authority (ADIA).