Case study · Rebranding

Al-Orabi

Engineering consultation · New Damietta, Egypt

Client: Al-Orabi Company for Engineering Consultation
My role: Brand designer
Year: 2022
Scope: Rebranding · Calligraphic logo · Color palette · Visual language

Al-Orabi Company for Engineering Consultation has provided construction consulting services for over two decades.

As the company grew and evolved, it became clear that it was time for a change. The story below follows the four steps I use on every brand.

01 · Uncover

A brand that no longer matched its role.

The old logo and branding no longer reflected the leading role the company plays in its industry today. To position itself as a leader, the company recognized the need to update its logo, color palette and visual language.

The first step was identifying the problems with the current logo.

02 · Define

Two strategies, one radical choice.

We developed two strategies for improvement. The first was an incremental improvement on the old logo. The second was a radical change, with a new calligraphic logo.

The company chose the radical change. The new calligraphic logo reflects the leading role Al-Orabi plays in the market.

The calligraphic Al-Orabi mark with its construction points visible

03 · Narrate

Calligraphy as the voice of a leader.

The calligraphic mark carries the story: a company with two decades of work behind it, presenting itself with the confidence of a leader in its market. The calligraphy is then carried across the range as the brand’s visual language, in a palette of deep blue and warm sand.

The color palette and typography of the Al-Orabi identity

04 · Express

Calligraphy across the range.

The identity extends from stationery to project presentations, packaging tubes and signage, with the calligraphic pattern working as a texture across every piece.