PORTFOLIO & BRANDING &
ADVERTISING
CREDENTIALS 01
02
03
SCOPE OF WORK
OUR CLIENTS
CREATIVE TEAM
05
06
07
ADVERTISING
PACKAGING
MOTION GRAPHICS
04 BRANDING 08 CONTACTS
WWW.ICONIC-DS.COM
ABOUT US AND 01 BRAND IDENTITY 04 PHOTOGRAPHY
SERVICES Brands in the twenty first century are like people, there’s
just too many of them, and each wants to look, feel and
“Photography is not just a photo, it’s the message it
delivers”. As we consider branding to be more than just a
talk different to show it’s character. We get to know logo, we help our clients complement their full identities
In the race of brands, what matters first is the way they
your brand inside out, and tailor the brand identity with the desired photography that highlights the brand
look because clients want to be impressed by the way
their favorite brand look like, how nice it would be to suit its character and personality to reach desired competitive advantages while being aligned with the
amongst other brands, and how unique they will feel target segments and market position with the right look whole corporate identity, to give the brand a consistent
being loyal to that brand. This is where ICONIC comes; to whether the business is offering a product or a service. look and feel.
reshape, enhance and boom our clients’ business to reach
their maximum potential through giving your brand the
look that fits perfectly into the scope. 02 WEB SOLUTIONS
The website is the brand’s digital headquarters. It is 05 ADVERTISING
Using our previous experiences with various businesses not uncommon for businesses to have one. To have the When the brand identity is complete, that’s when
and industries that we’ve worked with, we listen to our spotlight on your website, it has to have a clean, straight the communication phase starts. We Help you deliver
clients’ ideas, problems, ambitions and consult them with
to the point, smart and user/admin-friendly website your message to your consumer in the clearest, most
the right methods to accomplish what they want, and
from that point forward we start fashioning our brands including user interface and content development. We memorable and artistic direction possible. Packaging,
identities to complement their new plans, and reach their design and develop your website preserving your brand/ Computer Generated Imagery (CGI), print-outs, outdoors
audiences and clients with the right look. corporate visual identity and personality. key visuals, digital ads and videos, on-ground activations,
we execute it all.
03 MOTION GRAPHICS 06 PRINTING & EXECUTION
When a brand has a lot to say to its clients such as Who can execute a design better than the designer
multiple services, brand features, complex mechanisms, himself. We help you bring your communication and
usage instructions, or even history of the company, an printed material to life by finding the right suppliers,
animated video works best to deliver the message. We adapting our designs to your specifications and
offer all the video production requirements to accomplish requirements, supervising the execution process
that, and show off your most unique selling points and with the details (colors, materials and finish) to insure
methods to the public. premium quality.
PAGE 1 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
OUR CLIENTS
We are proud to have worked with those brands.
PAGE 2 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
THE FOUNDERS
AHMED YOUSRY ADHAM AFIFY YEHIA IDLBI
CO-FOUNDER & CHIEF EXECUTIVE OFFICER CO-FOUNDER & HEAD OF INTERIOR DESIGN STUDIO CO-FOUNDER & HEAD OF BRANDING STUDIO
Ahmed started off his career in “Wave Furniture” as a Sales Adham began his journey at Aura, part of 69 Group, where he Yehia’s experience began with Frogcell, a branding studio in
Executive for one year, to be an Interior Designer for another was involved in the home accessories and lighting fixtures trade. Cairo. Later, Idlbi joined JWT Cairo as an Art director executing
year ending up to be the Senior Interior Designer leaving a Gaining marketing and design experience, Adham went on to ATL campaigns for Egypt’s top brands. He moved to Impact BBDO
strongprint and elite taste on their designs for a third year. work for Aura Design Studio in 2011. In 2012, he joined Shewekar to continue the creative journey. In 2015, he moved to Y&R Cairo
He then worked as a freelance for few months, and in 2012, Gharably Design Studio. Later in 2012, Adham decided to start office. Idlbi founded the Branding Studio in ICONIC Design Studio
he established “ICONIC Design Studio” with a clear vision of his own independent practice himself keeping his designs both late 2015 and has been executing his vision for the ideal design
providing premium design solutions. practical and functionally realistic. studio making use of his experience.
PAGE 3 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
THE CREATIVE
TEAM
AYA HOSNY AYA ASSEF MAHMOUD SOBHY
SENIOR GRAPHIC DESIGNER SENIOR INTERIOR DESIGNER SENIOR INTERIOR ARCHITECT
After graduating the faculty of applied arts, graphic and Aya’s experience began in furniture production as a Technical Mahmoud started his career after graduation as junior interior
advertising department in 2013, Aya started her career in social Engineer for MINART Fine Furniture for 4 months. She then moved designer at Kharbotly Consultant Company where he spent 6
media in Arktech Digital Agency. Aya then joined the branding to work for TND Design as a project coordinator for the execution months. He gained all the required knowledge that allowed him to
team in Fruits Branding Agency for a duration that enriched her of showrooms for KOLEKSIYON. Later Aya spent almost three years join Effect Company for about a year, where he boosted his skills by
knowledge and enhanced her skills. She later joined N2G Group working for CDA Studio starting as a Junior Interior Designer then working on lots of projects. He joined ICONIC Design Studio as an
as a creative designer. In 2017 she joined ICONIC Design Studio as Senior Interior Designer. In 2016, Aya joined ICONIC Design Studio as Interior Designer since March 2017 giving ICONIC new edge of fresh
Senior Graphic Designer. a Senior Interior Designer. design concepts and ideas.
PAGE 4 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
SUPPORT
FUNCTION
SHADY NAGY SAFWA EHAB MOHAMED ABUELHASSAN
CLIENT RELATIONSHIP MANAGEMENT DIRECTOR MARKETING EXECUTIVE SENIOR ACCOUNTANT
Shady’s experience in client servicing has started early on Safwa started as a media monitor in a governmental party for 5 Mohamed graduated from Business Administration in the year
in Vodafone as a Customer Service Analyst all the way to a months. She then worked as a journalist at “El Ahram & Youm 7” 2010, and started working as a Customer Care Representative
Business Unit Project Manager in Sykes, responsible for Sony for a year. Her journey in the advertising field started as a junior in a telecom company. There he learnt an edge in customer
Europe customer support serving 5 countries. He then moved to account manager/copy writer at “Cultark Digital agency” for 6 satisfaction and patience. In 2015 he joined the ICONIC
Reflections Digital Agency for a year. In July 2017 he joined our months then she moved to join “iCareer” as a media specialist. In Design Studio as a skilled accountant that knows more than just
team to be our CRM Director where he and his team added value 2016 Safwa joined ICONIC Design Studio as a Marketing Executive numbers, but a strong pillar that enriches the whole
to our agency and clients. adding great value to the agency. ICONIC experience.
PAGE 5 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
B
01 BRANDING
This section presents a few selected branding projects of our work. More
projects are to be found on our website, social media platforms, and
professional networks. Along with the brand identities we helped shape,
other services were offered including packaging design, products photo-
shoots, animated videos and/or websites, depending on the nature of the
company’s brief or business.
01 BYOUM BRANDING
02 GOODSMART BRANDING
03 LAREIN DOREE REBRANDING
04 B PRO TRADER BRANDING
05 LEVANT STUDIOS BRANDING
06 NEWGIZA NEWSLETTER
07 LEILA MUSICAL THEATER
08 PARADISE REBRANDING
PAGE 6 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
BYOUM BRANDING
Byoum is one of Orascom Developments latest
projects in Alfayoum - Egypt. The brand mark
illustrates the irrigation wheel, one of alfayoums most
iconic landmarks. It also reflects Alfayoum’s spirit of
calm and still waters.
PAGE 7 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
GOODSMART BRANDING
APP UI & ANIMATED VIDEO
Goodsmart is a mobile application that enables
its clients to shop all their household needs off
their smartphones and have them delivered to
their doorstep in a pre-installed custom-designed
box before 6 am without a single door knock. One
important feature Goodsmart offers is the option to
set up a repeated delivery schedule or any product
they deliver. Goodsmart gives access to thousands
of premium products from a variety of shops and
suppliers from all across the city.
PAGE 8 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
LA REINE DOREE RE-BRANDING
La Reine Doree is a 40-year old pastry. The brand
looked vintage and the competition in the market
was fierce. The new design modernized the royal
look. Building on the sketchy style of the brand mark,
the graphical elements had to look the same. The
re-branding shaped the interior design for the store,
packaging, product photography, even the desserts
styling and toppings changed to suit the new look.
PAGE 9 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
PRODUCT PHOTOSHOOT
The art direction was chosen to show off
the simple yet rich desserts. Styling those
pieces was the toughest part, removing all
the toppings and designing the pieces with
its ingredients. Also adjusting the lighting
to give the plates a light delicious look.
PAGE 10 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
B PRO
TRADER
TRADING
COACHING
B PRO TRADER BRANDING
B Pro Trader is based in Dubai - UAE offering online
and offline stocks courses. The concept is simple:
to be a professional trader you need to be smart,
patient and have the vision and strategy to make the
right moves, so similar to chess. For stocks, people
keep staring at a black and white chart they call it
“the candle chart” chess suited the brand perfectly.
Illustrated characters and icons were designed to
enhance the brand identity. which helped us execute
the website and other brand requirements like
program branding and course materials.
PAGE 11 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
LEVANT STUDIOS BRANDING
Levant Studios is a music studio that offers premium
recording, equipment and music composing
guidance to add value to bands and musicians’
work. Ever wondered what a music conductor or
a maestro is doing with this stick? Well, they are
waving the beat’s measure which could be 3/4
4/4 3/5 etc. we visualized these moves in the air
and formed this logo which symbolizes guidance,
control, leadership, and sync.
PAGE 12 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
NEWGIZA NEWSLETTER
The New Giza town annual newsletter includes
updates on sports, education, neighborhoods,
construction, safety, health and entertainment from
the previous year. We illustrated a separator for every
section of the newsletter along with the internal
content showing the New Giza spirit and lifestyle in
our illustrations.
PAGE 13 . ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
PAGE 14 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
LEILA MUSICAL THEATER
Leila which means “One night” is a musical theatrical
performance, performed at the Egyptian Musical Theatre.
The music and the script were dark or gothic. We designed a
typography containing the performance date, and at the top is a
lighthouse which the story of Leila is all about: the night our hero
and heroin are going to visit the haunted lighthouse up hill.
PAGE 15 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
PARADISE RESORTS
RE-BRANDING
“Paradise” is a resort in Ras Sudr - Red Sea, Egypt. The place
is so peaceful you’d feel like time is slowing down. The re-
branding had to be in harmony with the brand promise and
the design to be peaceful colorless identity. The Brand mark
illustrates “A White Peacock” that resembles peace of mind,
comfort, and the best phase in man’s life. A few patterns
were designed to complement the brand identity, using
luxurious elements with the peacock feathers. The scope was
huge, aside from the brand manual, the client requested a
sales kit, company website and hotel branding.
PAGE 16 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
A
02 ADVERTISING
This section presents a few selected advertising projects of our work.
More projects are to be found on our website, social media platforms,
and professional networks. We Picked a project from each art direction to
show a specific skill set, usually campaigns consist of multiple artworks,
you’ll find a link on each project page for the complete version.
01 HEINZ JUSTICE LEAGUE CAMPAIGN
02 JUHAYNA MILK OUTDOOR CAMPAIGN
03 HEINZ TOMATO PASTE OUTDOOR CAMPAIGN
04 HEINZ VEGGIE MAYO OUTDOOR CAMPAIGN
05 NEWGIZA DIVERSION SEMINARS
06 HEINZ PASTA SAUCE OUTDOOR CAMPAIGN
07 ELMENUS SOCIAL MEDIA COMMUNICATION
08 VEZEETA INTERNAL BRANDING
09 ELGOUNA SQUASH MASTER VISUALS
PAGE 17 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
HEINZ JUSTICE LEAGUE
SPECIAL EDITION CAMPAIGN
One of the most exciting briefs for anyone to work on.
Heinz / Justice League special edition packaging for the
squeeze easy SKUs ‘Squeasy’. These designs were later adapted
in the region with different selling lines and languages. The
brief started as packaging design then after the region’s
approval it was later amplified on OOH communication. The
material was so poor; the characters had to be retouched,
visual effects, projectiles were added, and the packs were
rendered to create the glorious super hero in-action look.
PAGE 18 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
COFFEE MATE FACEBOOK
LAUNCHING CAMPAIGN
A social media campaign to launch the Coffee Mate Facebook page
in Egypt, the brief was very simple: create 14 posts for the coffee
mate daily usages. This campaign was approved by Nestle Global
and published by the international page, and we received another
brief for the local page.
PAGE 19 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
JUHAYNA MILK
BRAND CAMPAIGN
Juhayna milk ‘out-of-home’ brand campaign, building on the
brand platform ‘supporting Egyptian moms’. We designed and
rendered the milk sculpture of a mother giving her daughter a cup
of Juhayna milk, showing the emotions and nutritional values that
are carried within the Juhayna milk pack.
PAGE 20 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
HEINZ TOMATO SAUCE
OUTDOOR CAMPAIGN
Heinz ‘grown not made’ brand campaign promoting the
new product tomato paste tin and jar. The visual needed
be a hard-sell product centric communication, looking
100% natural and clean, showing off Heinz special
tomatoes. The design required CGI work, heavy photo
manipulation and visual effects.
PAGE 21 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
HEINZ VEGGIE MAYO
OUTDOOR CAMPAIGN
Another brand campaign for Heinz, promoting the
new ‘veggie mayonnaise’. This campaign also follows
the ‘grown not made’ brand platform and the
same art direction.
PAGE 22 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
TEDx NEW GIZA
DIVERSION SEMINARS
Diversion is an event held at New Giza
University by TED. The event brings speakers
from several backgrounds telling their stories to
students at the university to help them draw a
better image of their futures pointing that one
can always divert from their paths for a better
target or for a buried dream. We designed an
executed 4 key visuals “D”, “V”, “R”and “S”, each
letter taken from the word diversion creating
new words that encourages those young
fellows divert; ‘Dare, Veer, Reach & Seek’. The
art direction is colorful, modern and extremely
catchy, you can’t unsee a banner this vibrant
when walking in the collage corridor. Find the
full project on the link below.
PAGE 23 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
HEINZ PASTA SAUCE OUTDOOR CAMPAIGN
This campaign is promoting Hienz’s sauce SKUs, a ready-made sauce for pizza,
oriental dishes, pasta, beef and Italian dishes. Since the target was young Egyptian
women wanting to cook a meal as fast as possible, the artwork had to be product
centric. Although it’s not usually used, but we saw that digital painting would give
the campaign a happier cartoonish feel.
PAGE 24 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
ELMENUS VISUAL IDENTITY
AND SOCIAL MEDIA POSTS
El Menus is a start up company based on a website and a
mobile app that gathers all fast food and dining areas in Cairo,
categorizing these restaurants by category, mood, location and
rating to make the process of find a place to dine out or order
food a fun and exciting thing to do.
We created the full brand identity for elmenus, but here is the
most interesting part about it . . the illustration guidelines
PAGE 25 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
VEZEETA HEADQUARTERS
INTERNAL BRANDING
Vezeeta’s headquarters re-innovation was initiated
by ICONIC Design Studio Interior Design department;
zoning, designing and executing the office space. We
designed artworks for the empty white walls of the
interiors, showing the core values of Vezeeta: loving,
diverse, fast, competitive, loyal, ambitious and liberal.
PAGE 26 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
ELGOUNA SQUASH OPEN /
WOMEN’S INTERNATIONAL SQUASH
CHAMPIONSHIP CAMPAIGN
ElGouna squash open is an international squash
tournament organized annually, inviting world-
class squash players from all over the world.
Luckily in 2017, the international squash women
championship was held at the same time and
also in ElGouna, the brief was to design 2 master
visuals one for each tournament, while having some
common visual elements to link both events.
PAGE 27 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
P
03 PACKAGING
We consider packaging to be one of the most important and vital factors
contributing in the brand identity, this is where sales is driven and this is
where you really can touch the visual language.
Here are some of our best branding projects.
01 HEINZ MAYO PACKAGING
02 HEINZ HOT KETCHUP PACKAGING
03 HEINZ HONEY MUSTARD PACKAGING
04 KRAFT KOOL PACKAGING
PAGE 28 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
Heinz packaging re-innovation is a very wide brief,
a single change in a single SKU will affect another
in a completely different family, we needed to keep
the brand look & feel while fixing all the problems in
the old packaging and creating a consistant visual
language for all products to follow easily and make
room for new products creation.
PAGE 29 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
50% chilly 50% tomatoes, it’s the recipe of the
product and the recipe of our design concept, we
carefully placed each tomato and red hot pepper
over each other painting shadows and highlights over
everything to make it look realistic.
PAGE 30 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
Building on our previously created visual identity for
heinz products has been very easy, but the tricky part
was to design a delicous key visual for this amazing
new product honey mustard.
PAGE 31 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
PAGE 32 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
M
04 MOTION
GRAPHICS
A video says much much more than an image, and since we’re here to
make brand reach out to consumers, we illustrated and animated various
communicational messages for that goal.
01 REDBULL SOUNDCLASH CASE STUDY
02 ELGOUNA SHORT NUMBER
03 COCACOLA EGYPTIAN JERSEY
PAGE 33 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
This project is a case study for cannes design award,
explaining the concept behing the rivalry stunt donw by
sharmoofers and cairo key in soundclash 2015 which turned
out to be the best soundclash ever done by redbull.
PAGE 34 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
ELGOUNA SHORT NUMBER
ANIMATED VIDEO
El Gouna short number is a service provided by El
Gouna, the premium red sea destination in Egypt.
For home owners to solve all house-holding issues
and maintenance without the hassle of contacting
several maintenance providers. An animated video was
designed and animated to be broadcasted on El Gouna
channel to explain the service and its mechanism. You
can find below a link to the video.
PAGE 35 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
EGYPTIAN JERSEY ANIMATED VIDEO
In light of The Egyptian national football team’s great progress
in the World Cup qualifications, Coca-Cola launched a campaign
for Egyptians to support their national team wearing their red
jersey since most Egyptians own foreign clubs’ jerseys, can you
blame them? This could be the first time for the Egyptian team to
qualify to the World Cup in some people’s life times. We designed
and animated a bumper to be placed on malls skyline screens
spreading the red light.
PAGE 36 ICONIC DESIGN STUDIO | BRANDING PORTFOLIO
Thank You
Feel free to contact us anytime, our representatives are ready for you and
are available through these contacts
(+202) 267 832 86 VILLA 309, 90TH STREET, EL NARGES 2, 5TH [email protected]
(+201) 118 772 664 SETTLEMENT, NEW CAIRO. WWW.ICONIC-DS.COM
