Alamiya Filmed Entertainment
Stories worth telling
Capturing the essence of a film industry disruptor
Challenge
Alamiya Filmed Entertainment (AFE), an independent film studio based in Riyadh, was looking to build a brand highlighting the unparalleled creativity and storytelling prowess it was injecting into the entertainment industry.
As a brand looking to shape the future of cinema in its region, AFE wanted the strategy and identity to feel deeply rooted in Middle Eastern and North African (MENA) culture and demonstrate global perspective and filmmaking expertise.
Insight
We discovered several key capabilities underpinning their endeavor—unmatched audience data and insight in the region, a belief in the power of human ingenuity to craft and finesse storytelling and a commitment to championing emerging professionals across the industry.
We also discovered that audiences in Saudia Arabia, in particular, are hungry for content and stories that take risks, that use bold and daring storytelling—especially when shedding light on cultural shifts happening in the region.
Answer
We created a brand that allowed AFE to be bold and lead the pack. We developed a narrative, principles, purpose and promise built on the business’s core tenets and ambitions. The tagline “Stories Worth Telling” acknowledges that at the heart of every memorable film is a powerful story and that stories can create meaningful value for those who tell them, in this case, AFE.
The signature touch
The focus on human craft led us to create the
signature touch visual element. It represents the
final flourish added to create truly meaningful
stories. Used sparingly as part of the visual
identity to create emphasis and draw attention to
what matters.
AFE speaks
The brand voice we developed was built on the
brand principles. It needed to feel fresh and new,
human and connected and given that AFE is an
entertainment brand, upbeat. Both the voice and the
signature human touch of the strategy were the
core strategic ideas that influenced the visual identity.
Brand in action
The visual identity brings the brand to life with
expressive typographic elements and a dynamic
color palette. The AFE Coral, a confident yet
human color, blends the boldness of red with the
more uplifting tone of yellow. This combination
creates a vibrant energy reflecting the impact of AFE
on the industry.
