Shahid
Unifying a Market Leader in Streaming
Scaling a Brand to Match Its Growth
Scaling a Brand to Match Its Growth
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
To clarify Shahid’s positioning, we facilitated:
Brand Audits & Customer Insights
Leadership Workshops Across Shahid & MBC
Industry Benchmarking & Brand Health Tracking
The research showed that users referred to both offerings as "Shahid", reinforcing the need for a unified brand.
To clarify Shahid’s positioning, we facilitated:
Brand Audits & Customer Insights
Leadership Workshops Across Shahid & MBC
Industry Benchmarking & Brand Health Tracking
The research showed that users referred to both offerings as "Shahid", reinforcing the need for a unified brand.
BRAND STRATEGY & IDENTITY
BRAND STRATEGY & IDENTITY
One Brand, Multiple Offerings
Instead of separate identities for Shahid and Shahid VIP, we unified them under a single Shahid brand, with clear communication around free vs. paid offerings.
The new approach:
Shahid (free with ads)
Shahid VIP (subscription-based premium content)
This streamlined customer journeys, marketing communication, and brand recall.
Instead of separate identities for Shahid and Shahid VIP, we unified them under a single Shahid brand, with clear communication around free vs. paid offerings.
The new approach:
Shahid (free with ads)
Shahid VIP (subscription-based premium content)
This streamlined customer journeys, marketing communication, and brand recall.
THE OUTCOME
THE OUTCOME
A Brand Rooted in Regional Culture
Shahid’s greatest strength was its premium Arabic content, offering an authentic, culturally resonant experience.
By centering its identity around local storytelling, Shahid positioned itself as:
The leading Arabic streaming platform.
A cultural touchstone for Arabic content.
A scalable brand that adapts to content-first storytelling.
Shahid’s greatest strength was its premium Arabic content, offering an authentic, culturally resonant experience.
By centering its identity around local storytelling, Shahid positioned itself as:
The leading Arabic streaming platform.
A cultural touchstone for Arabic content.
A scalable brand that adapts to content-first storytelling.
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—now and in the future.
By unifying Shahid’s brand, we ensured it could scale seamlessly, maintain strong brand recognition, and remain the go-to platform for Arabic entertainment—now and in the future.
