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Creative

JWT Is Helping Give Downtown Cairo a Typographical Transformation

J. Walter Thompson MEA, 1 year, 3 months ago

Al Ismaelia for Real Estate Investment launches series of typefaces through JWT Cairo

JWT Is Helping Give Downtown Cairo a Typographical Transformation

There’s a vibrant new typography in Cairo, for Al Ismaelia for Real Estate Investment, who is restoring the classic grandeur of Downtown Cairo and preserving its architectural heritage.

The project is called Khotout West El Balad, which means the typography of Downtown Cairo.

While Al Ismaelia for Real Estate Investment continue its restoration of several buildings in Downtown Cairo, the company has also tackled the onslaught of plexiglass-mounted, LED-lit signs which are obscuring some of the most beautiful architecture in the city.

To keep the typographical heritage of the hand-painted calligraphy on street signs and storefront signage alive, a series of typefaces promoting the use of Arabic and encouraging young designers to reconsider the importance of calligraphy and its aesthetics, was created by transforming the handmade craft into digital craft.

Each of the six fonts was inspired by an iconic neighborhood shop sign and named after elements of Downtown Cairo’s culture. The newly designed fonts have been transformed into scripts and made available to download for free here.


Creative Agency

Account Executive: Malak El Nahas

Business Director : (Exec) Mostafa Shady

Creative Agency: J. Walter Thompson Cairo

Design Director: Ibrahim Islam

Executive Creative Director: Mohamed Hammady

Managing Director: Mai Azmy

Senior Art Director: Nardine Shenouda

Senior Copywriter: Adam Mourad

Category: Estate agents , Retail and restaurants

Genre: Digital , Illustration , Print