40 West | Sodic

The challenge
Cairo-based property developers SODIC needed a brand identity for their latest project. But it wasn’t a building. Or an office. It was an entire neighbourhood: a development called Forty West in the suburbs of Cairo.

With apartments, shops, offices, entertainment, gardens and other amenities all in one place, our challenge was creating a brand that would appeal to potential residents and business people alike.

The thinking
We based our positioning around the idea ‘Where it all comes together’. We chose a bold colour scheme and created a graphic device: a series of brightly coloured triangles, placed together to form a square and all pointing towards the centre.

The idea is that people, businesses, families and communities all slot seamlessly together at Forty West, and all live and work around the neighbourhood’s grand piazza.

The outcome
We used the bright colour scheme and visual identity across all Forty West materials – including a website, brand book, apartment brochure, launch invitations and, with the help of specialist agency Flaming CGI, a short film about the neighbourhood.

Youssef Hammad, Chief Commercial Officer at SODIC said “We’re delighted with Figtree’s new brand positioning for Forty West, as it helps us set the benchmark for contemporary design and development in Cairo.”

www.fortywestcairo.com