ShaHID (MBC GROUP) SOnic Branding
Client: Shahid (MBC)
Agency: Landor
The Brief
Reiner Erlings teamed up with Landor to work on the complete rebranding of Shahid; the Middle East’s premier Arabic content streaming platform. The brief for the sonic rebrand was to create a brand track and sonic logo which reflected the new positioning of the company: An entertainment platform with strong Arabic roots, which connects past to the future. “The Stories of Our Times” was the key message behind the branding. Shahid was looking for something edgy, uplifting, and modern, with a “feel good” factor.
The result
A modern, forward looking composition, with strong Arabic elements at its foundation. By recording Arabic instruments and subsequently processing them to make them sound “sampled”, we created a brand track which harks back to the old days of Arabic cinema. This was then combined with an electronic and edgy production to create a unique and modern sounding track.
