Al Ismaelia for Real Estate Investment / مصر / 2016التصميم والتغليف
Downtown Fonts (Khotout West El Balad).
A Cairo property developer turned six old hand-lettered shop signs from Downtown Cairo into free digital Arabic typefaces.
- العلامة التجارية
- Al Ismaelia for Real Estate Investment
- الوكالة
- J. Walter Thompson Cairo
- السوق
- مصر
- المنطقة
- الشرق الأوسط وشمال أفريقيا
- السنة
- 2016
التحدي
While restoring buildings in Downtown Cairo, Al Ismaelia found the historic facades covered in Plexiglas, LED-lit signs. The craft of the old hand-painted Arabic signage was disappearing with them.
الفكرة
J. Walter Thompson Cairo picked six signs from different eras and redrew each as a contemporary digital font, naming it after a piece of Downtown culture. The fonts were released free for artists, businesses and retailers, with the aim of encouraging young designers to use Arabic lettering again.
النتائج
- Within about four months the fonts were picked up by designers, jewellery makers, galleries, musicians, food and drink brands and newspapers, according to the agency's Creativepool entry.
مصدر دراسة الحالة: Arabian Marketer المصدر ↖
الجوائز
- Cannes Lions 2016Design Lions – Typography: Brand, Corporate & other Communication Designفضية
- Cannes Lions 2016 Silver (Design – Typography: Brand, Corporate & Other Communication Design)
فريق العمل
- الوكالة الإبداعية
- J. Walter Thompson Cairo
- المدير الإبداعي التنفيذي، J. Walter Thompson Cairo
- Mohamed Hammady
- مدير الأعمال (Exec), J. Walter Thompson Cairo
- Mostafa Shady
- المدير العام، J. Walter Thompson Cairo
- Mai Azmy
- Account Executive, J. Walter Thompson Cairo
- Malak El Nahas
- Design Director, J. Walter Thompson Cairo
- Ibrahim Islam
- كاتب الإعلانات الأول، J. Walter Thompson Cairo
- Adam Mourad
- المدير الفني الأول، J. Walter Thompson Cairo
- Nardine Shenouda
