Work > Alamiya Filmed Entertainment
Alamiya Filmed Entertainment (AFE) is a new kind of film studio emerging from Riyadh. One built on bold storytelling, cultural depth, and global ambition. As the brand set out to define its identity, the challenge was clear: create a sonic expression that could carry the weight of cinematic craft while authentically reflecting its MENA roots.
Stories worth telling through sound
Working alongside Siegel+Gale, who developed the brand identity, Unmute was invited to shape the sonic identity of AFE, translating Stories Worth Telling into sound.
Guided by our Expressional Mapping methodology, we translated AFE’s brand attributes into a clear emotional and sonic direction. This led to the concept "From Saudi to the World": a sound that blends Saudi heritage with a global perspective. The sonic logo combines orchestral elements with traditional instruments like the qanun and nay, balancing cinematic scale with regional authenticity. The Brand Anthem extends this foundation, using the same musical DNA to create a consistent and flexible sound across content, strengthening AFE’s identity as a modern cinematic voice with international reach.
Curious for more?
Reach out to Simon Kringel to learn more about this project
or if you want to hear more about sonic branding
Related work
Go follow
