Shahid
How we unified the region’s largest streaming platform to fortify its positioning amid an influx of regional and international competition.
When brand is used to focus ambition and eliminate growing pains.
When brand is used to focus ambition and eliminate growing pains.
Shahid had grown from a simple catch-up TV service into the region’s largest streaming platform.
With international and local competitors flooding the market, Shahid’s fragmented brand architecture was confusing users and diluting its brand equity.
Shahid had grown from a simple catch-up TV service into the region’s largest streaming platform.
With international and local competitors flooding the market, Shahid’s fragmented brand architecture was confusing users and diluting its brand equity.
Shahid had grown from a simple catch-up TV service into the region’s largest streaming platform.
With international and local competitors flooding the market, Shahid’s fragmented brand architecture was confusing users and diluting its brand equity.
Brand Strategy
Brand Strategy
Brand Strategy
Design System
Design System
Design System
THE MARKET SHIFT
THE MARKET SHIFT
Choice Overload in Streaming
With Netflix, Amazon Prime, Disney+, and OSN+ expanding in MENA, consumers had more streaming options than ever.
Shahid had a strong Arabic content library, but the split between Shahid (free) and Shahid VIP (subscription) led to brand confusion.
With Netflix, Amazon Prime, Disney+, and OSN+ expanding in MENA, consumers had more streaming options than ever.
Shahid had a strong Arabic content library, but the split between Shahid (free) and Shahid VIP (subscription) led to brand confusion.
THE PROCESS
THE PROCESS
Discovery & Brand Clarity
We set out to understand the root cause of the problem and establish a brand system and structure that enabled Shahid & MBC to build on the brand equity it had achieved over decades.
Freedom. facilitated in-depth dialogues and leadership workshops with over 20 relevant internal stakeholders across diverse functions from Shahid and parent company MBC to identify the core brand challenges, and uncover the opportunities and future aspirations of the platform from multiple business perspectives.
Brand Audits & Customer Insights
Leadership Workshops Across Shahid & MBC
Industry Benchmarking & Brand Health Tracking
As a result we defined the key strategic directions that would guide the brand strategy.
We set out to understand the root cause of the problem and establish a brand system and structure that enabled Shahid & MBC to build on the brand equity it had achieved over decades.
Freedom. facilitated in-depth dialogues and leadership workshops with over 20 relevant internal stakeholders across diverse functions from Shahid and parent company MBC to identify the core brand challenges, and uncover the opportunities and future aspirations of the platform from multiple business perspectives.
Brand Audits & Customer Insights
Leadership Workshops Across Shahid & MBC
Industry Benchmarking & Brand Health Tracking
As a result we defined the key strategic directions that would guide the brand strategy.
BRAND STRATEGY & IDENTITY
BRAND STRATEGY & IDENTITY
One Brand, Multiple Offerings
Shahid VIP, is still Shahid.
From a product perspective, despite Shahid and Shahid VIP having different features and experiences, they shared a lot in common. When it came to brand recall, research showed that respondees would use Shahid and Shahid VIP interchangeably when discussing the brand.
This gave us clear direction that Shahid should unify efforts in its focus and identity to avoid cannibalisation in media and communications.
We redefined the system to clearly communicate subscriptions, packages, and add-ons at scale across the customer journey. By building a framework around how people watch Shahid and what they want to watch, we unified the experience under a single brand.
We developed formulas to visually solve the “how am I watching?” challenge, addressing both the content and context of viewing: how they want to watch and what they want to watch. The result is a brand system rooted in culture, designed for growth, and flexible enough to scale up or down when content takes the lead.
Shahid VIP, is still Shahid.
From a product perspective, despite Shahid and Shahid VIP having different features and experiences, they shared a lot in common. When it came to brand recall, research showed that respondees would use Shahid and Shahid VIP interchangeably when discussing the brand.
This gave us clear direction that Shahid should unify efforts in its focus and identity to avoid cannibalisation in media and communications.
We redefined the system to clearly communicate subscriptions, packages, and add-ons at scale across the customer journey. By building a framework around how people watch Shahid and what they want to watch, we unified the experience under a single brand.
We developed formulas to visually solve the “how am I watching?” challenge, addressing both the content and context of viewing: how they want to watch and what they want to watch. The result is a brand system rooted in culture, designed for growth, and flexible enough to scale up or down when content takes the lead.
THE OUTCOME
THE OUTCOME
A Brand Rooted in Regional Culture
From a content perspective, the access and exclusivity of Shahid’s premium Arabic content was key in reshaping Shahid’s positioning. With deep-rooted origins and identity in pan-arab culture, Shahid’s role transcended content production and distribution. It told authentic and often contemporary stories that reflected ever-evolving Arab culture and traditions to the world.
Bringing premium local content to the forefront of Shahid’s communications would drive this positioning forward.
From a content perspective, the access and exclusivity of Shahid’s premium Arabic content was key in reshaping Shahid’s positioning. With deep-rooted origins and identity in pan-arab culture, Shahid’s role transcended content production and distribution. It told authentic and often contemporary stories that reflected ever-evolving Arab culture and traditions to the world.
Bringing premium local content to the forefront of Shahid’s communications would drive this positioning forward.
A Streaming Platform Built for the Region
By unifying Shahid’s brand, we ensured it could scale seamlessly, maintain strong brand recognition, and remain the go-to platform for Arabic entertainment sustainably.
By unifying Shahid’s brand, we ensured it could scale seamlessly, maintain strong brand recognition, and remain the go-to platform for Arabic entertainment sustainably.
