Forty West

Come together

Tranquil, organised, pleasant and smart, a lovely place for an afternoon stroll perhaps. Not necessarily the first thoughts associated with Cairo. But developers SODIC in collaboration with masterplanner Solidere International, teaming up with architects Machado & Silvetti Associates and local designers Eklego are challenging common perceptions of urban living there.

Forty West is the first neighbourhood to be launched in Westown, SODIC and Solidere International’s new urban centre in Western Cairo and the city’s first major scheme to mix fully finished high-end apartments, shops, offices, galleries, entertainment, gardens and amenities in a pedestrianised environment. It also features The Polygon, an exciting new office building designed by Wilkinson Eyre and one of only approximately five buildings in Cairo to meet Grade A building standards.

Forty West embodies an inspiring, new approach to living and working in Cairo, thoughtfully designed to meet the needs of the city’s growing urban population. It will bring local communities together in an intelligently designed space with full amenities that appeal to a wide range of residents, retailers, hoteliers, businesses and restaurants.

Having worked with SODIC in 2008 to define their brand positioning, they called on us again to develop the brand personality and an extensive communications campaign that, like Forty West itself, helps set the benchmark for contemporary design and development in Cairo.

‘Where it all comes together’ is the positioning statement we arrived at to communicate the full spectrum of amenities on offer. The identity is comprised of a series of brightly coloured chevrons placed together to form a square all pointing towards the centre to represent the idea of communities coming together in a new type of urban development where a grand piazza sits at the centre of their lifestyle.

Welcome to Forty West
www.fortywestcairo.com

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This project involved:

Brand positioning
Brand architecture
Naming
Visual identity
Verbal identity
Communication ideas
Communications strategy
Website
Advertising
Ambient
Brochure