What was the direction!
Branding the Place of Origin of ROUH as a story, not as a brand, and discovering stories from the daily lives of Abu حagar, Assiut.
Creating an art style relevant to the local environment to give both ROUH and Abu حagar an artistic expression language to be free to use and experiment with, in the daily life objects, interiors, exteriors of houses, other designed environments and in the marketing activities for ROUH.
What would that accomplish!
A clear and strong communication strategy & art direction which is coherent with (and supportive to) larger local and national needs (like empowering women, the sustainable development of Upper Egyptian cultures and diversification of local economy)
Celebrating the existence of Abu حagar by sharing people’s stories and how their daily life feels like! At the same time giving Abu حagar a new artistic tools and flavors and a decorative style to be identified with and to use freely in their local environment.
Empowering local women to lead confident lives and discover opportunities in arts and crafts.
Help locals express themselves & their environment with traditional visual mediums & improve their experience of the place by using arts and crafts.
