The Hub of Joy
Date:
May 5, 2022
Title: Cairo Complex – “The Hub of Joy” Positioning Campaign
1. The Challenge: The primary goal of this campaign was to reposition Cairo Complex, located in the heart of the Sheraton area, as a vital and life-filled destination. The challenge was to uplift the brand image and upgrade communication tools to better reflect a hub that offers world-class service and a joyful experience.
2. The Concept: The creative strategy focused on positioning Cairo Complex as “The Hub of Joy”. As the Art Director, I implemented a visual style that blends real-life photography with playful illustrations and doodles to create a vibrant, energetic atmosphere. Concepts like “Where you enjoy both” and “Chilling isn’t always about the sea” were used to showcase the complex as an all-day destination for fun and relaxation.
3. My Role:
Art Direction: Orchestrating the entire visual identity of the campaign to fit the creative strategy and the new positioning.
Visual Strategy: Designing Master Visuals and post samples that utilize bold typography and creative elements (like the sun and summer gear) to stand out in the digital scene.
Design Oversight: Ensuring every visual asset, from social media captions to presentation layouts, aligned with the core message of “Joy”.
4. The Outcome: The campaign successfully established a new, high-energy positioning for the complex, effectively “upscaling the digital scene” and providing the brand with a modern, engaging visual language that resonates with its target audience.
1. The Challenge: The primary goal of this campaign was to reposition Cairo Complex, located in the heart of the Sheraton area, as a vital and life-filled destination. The challenge was to uplift the brand image and upgrade communication tools to better reflect a hub that offers world-class service and a joyful experience.
2. The Concept: The creative strategy focused on positioning Cairo Complex as “The Hub of Joy”. As the Art Director, I implemented a visual style that blends real-life photography with playful illustrations and doodles to create a vibrant, energetic atmosphere. Concepts like “Where you enjoy both” and “Chilling isn’t always about the sea” were used to showcase the complex as an all-day destination for fun and relaxation.
3. My Role:
Art Direction: Orchestrating the entire visual identity of the campaign to fit the creative strategy and the new positioning.
Visual Strategy: Designing Master Visuals and post samples that utilize bold typography and creative elements (like the sun and summer gear) to stand out in the digital scene.
Design Oversight: Ensuring every visual asset, from social media captions to presentation layouts, aligned with the core message of “Joy”.
4. The Outcome: The campaign successfully established a new, high-energy positioning for the complex, effectively “upscaling the digital scene” and providing the brand with a modern, engaging visual language that resonates with its target audience.
