Netflix for the Global Urban Muslim
Alchemiya is a new and exciting premium, online, subscription-based, video-on-demand platform, similar to Netflix. It’s now been snapped up by Amazon Prime to add to their streaming roster, joining 70 major channels including HBO, Starz and Comedy Central. Initial launch is in the US, with Europe and Asia to follow in the next few months. Alchemiya presents the world’s best content about Muslim life, and concentrates on the positives, showing the contributions of Islam and Muslims. Aimed at young Global Urban Muslims, known as ‘Gummies’, it will tap into the world’s 1.6 billion Muslims whose market is worth $2.1tn (£1.5tn) annually worldwide – and is increasing by $500bn a year.
With Islamic geometry and the ‘Nuqta’ symbol found in Arabic script as an inspiration, I developed a visual brand language that echoes the high production values across every title. The initial brief was to create a brand look that was modern but not overtly Islamic in appearance as the product was geared to both Muslim and Non-Muslims.
I have been involved with Alchemiya from the very beginning. Partnering the executive teams to create a visual and viable brand. It has proved crucial during the early funding stages. This relationship has now involved working with Amazon Channels in creating and supplying new assets for the numerous titles that appear on the US, UK and EMEA region version of the channel. Our work currently involves creating designs for the imminent launch in South East Asia.