02 — BRANDING

Marks that
survive people.

Identities built as systems — the mark, the type, the colour and the rules — so they still look right after your team has used them for a year.

07 IDENTITIES

NO IDENTITIES IN THIS COMBINATION

A production house whose credit card was the only place its name appeared at a consistent size. Title cards became the identity.

Art direction|Logo|Marketing

#08090b

#f2f3f5

Five subsidiaries that had drifted into five identities. An endorsement system that lets them keep their own faces and still share a name.

Applications|Art direction|Refresh

#0e1116

#f3f4f6

Six years of equity in a mark nobody wanted to lose, and a label system that could not tell two honeys apart. A refresh, not a rebrand.

Marketing|Packaging|Refresh

#0d0b07

#f7f1e2

Eleven pharmacy fascias in two governorates, each painted by a different signwriter. One system that a local contractor can actually execute.

Applications|Identity|Marketing

#101312

#ffffff

Packaging that has to work on a shelf, in a hand, and at 400 pixels in a subscription email. The lot number does all three.

Applications|Identity|Packaging

#0f0e0c

#efe6d5

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.

Applications|Art direction|Identity|Logo

#14110d

#f0ebdf

A made-to-measure atelier that had been borrowing a European luxury language it did not need. The mark came out of the pattern-cutting table.

Art direction|Identity|Logo

#1c1a17

#f4f0e8

WHAT AN IDENTITY INCLUDES

Positioning

One line that says what the business is and who it is for. Every later decision is judged against it.

WORKSHOP · COMPETITOR SWEEP · ONE-PAGE BRIEF

Mark & wordmark

Arabic and Latin, drawn to hold at 16 pixels and on the side of a building.

PRIMARY MARK · WORDMARK · ICON · LOCKUPS

Type & colour

A type scale and a palette with rules for when each colour is used, not just swatches.

TYPE SCALE · PALETTE · CONTRAST RULES

Guidelines

A 20-page PDF in both languages, written for the people who will use it next week.

20-PAGE PDF · ARABIC + ENGLISH

Applications

Stationery, signage, social and packaging templates, so the identity survives its first month.

STATIONERY · SOCIAL KIT · SIGNAGE

MARKS FROM THE ARCHIVE

Sadaf

Qimam Holding

Nakhla

Dawa

Origin No.4

Beit Rumman

Marks thatsurvive people.

Positioning

Mark & wordmark

Type & colour

Guidelines

Applications

Shall we talk?

Marks that
survive people.