Namaa is a company with a heritage of nearly a century, that has shifted its focus over time from home goods to electrical appliances to real estate. In advance of one of their most ambitious projects, the launch of one of the biggest office properties in Egypt’s new capital, we worked with the team to clarify how they could elevate the dynamics of work environments.

Using their knowledge and expertise as a starting point alongside our team’s consumer insights research, we created a brand formula and business model where functional and meaningful could meet and productivity and progress interact daily. We redesigned the company’s visual identity and developed a brand architecture that could clarify and unify their disparate projects, services, companies and ventures.

“Some may suppose that we have a normal path of thinking since we work in a bricks and mortar industry, however, this is completely incorrect” said Dr. Karim Morsi, Namaa’s Development Director, during the project announcement. “We aim to develop environments centered around the users of our property and their well-being, and to balance the body, mind, and soul.”

We couldn’t imagine a better expression of our work together than that.