Al Ismaelia for Real Estate Investment, which is restoring Downtown Cairo and preserving its architectural heritage, has begun a new campaign called ‘Khotout West El Balad’ (the typography of Downtown Cairo). The idea is to tackle the onslaught of plexiglass-mounted, LED-lit signs that are obscuring some of the best architectural treasures of the city. To keep the typographical heritage of hand-painted storefront and street signs alive, the campaign features a series of typefaces promoting the use of Arabic type. It is also encouraging young designers to reconsider the importance of calligraphy and its aesthetics by transforming the handmade craft into digital craft.
Project Khotout West El Balad
Client Al Ismaelia for Real Estate Investment
Agency J. Walter Thompson Cairo
Executive creative director Mohamed Hammady
Executive director, business development Mostafa Shady
Account executive Malak El Nahas
Senior art director Nardine Shenouda
Senior copywriter Adam Mourad
Design director Ibrahim Islam
A/V director Karim Fanous
Managing director Mai Azmy
