Beit Rumman
A restored house in Old Cairo that was being photographed like a business hotel. The identity had to be older than the building’s last renovation.
The story
Beit Rumman is a nineteenth-century house with a pomegranate tree in the courtyard that everyone photographs and nobody had used. The previous identity was a sans-serif and a photograph of a bed.
The mark is the courtyard plan, not the tree — a square with a void in it, which is what the building actually is and what every guest walks into first.
Signage designed for a listed façade, which meant nothing drilled and nothing lit: brass on a free-standing plate.
An Arabic naskh for the wordmark and a Latin grotesque for wayfinding, deliberately not matched — they are doing different jobs in different places.
Guests now arrive having seen the courtyard before they see a room, which is the correct order. The identity carried into the store without a single adaptation.
Courtyard mark
Arabic and Latin wordmarks
Brass signage system
Room collateral
Photography direction
Brand book, 40 pages
