JWT Is Helping Give Downtown Cairo a Typographical Transformation
J. Walter Thompson MEA, 2 years, 9 months ago
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
Creative Agency: J. Walter Thompson Cairo
Executive Creative Director: Mohamed Hammady
Account Executive: Malak El Nahas
Senior Art Director: Nardine Shenouda
Senior Copywriter: Adam Mourad
Design director: Ibrahim Islam
Managing Director: Mai Azmy
Category: Estate agents , Retail and restaurants
Genre: Digital , Illustration , Print