Tawwaly | Digital Content System Design
Reem Elemam
Like this project
Posted Feb 3, 2026
Designed a scalable social content system for a public transport platform, combining brand strategy with AI-assisted visuals and structured design.
Likes
0
Views
0
Timeline
Dec 1, 2025 - Feb 1, 2026
Tawwaly is the Digital transformation of public transport systems in Egypt, that’s coordinated by Minstry of Local Development and ACME Integrated Engineering Systems.
My role focused on translating Tawwaly’s brand identity into a clear, scalable digital content system for social media, supporting public communication, education, and awareness. The work centered on building a brand-led content system that could consistently communicate information across static and motion formats.
Public transportation communication comes with specific challenges:
A wide, non-niche audience
The need for trust, clarity, and consistency
High content volume across different campaigns
The goal was to design content that felt structured, reliable, and human without becoming visually overwhelming or fragmented.
Design Focus
Brand-led clarity over decoration
Information hierarchy and readability
Repeatable, scalable content formats
Consistency across static and motion
Systems that support collaboration and speed
I approached Tawwaly as a digital system design problem, not a social media styling task. This meant:
Translating the brand’s visual identity into social-first rules
Designing content formats that support clarity and repetition
Ensuring the system could scale across multiple campaigns without redesigning from scratch
Visuals were initially generated using AI tools to explore concepts and speed up production, then refined, edited, and structured using professional design tools to ensure hierarchy, readability, and brand consistency.
AI was used as a production and ideation layer, while design decisions remained brand- and strategy-driven.
Outcome
The result was a cohesive digital content system that:
Strengthened Tawwaly’s visual presence
Improved clarity in public-facing communication
Enabled consistent content production across multiple plans
Demonstrated how AI can be integrated responsibly into a structured design workflow
This project reflects my approach to social media design as an extension of brand systems and public communication, not just visual output.