Gabal Ashams: Bilingual Branding for Real Estate Project

Overview Gabal Ashams (جبل الشمس) is a brand identity for a residential development on the Mokattam heights, with Cairo spread out below. The challenge was to make a high-altitude, narrow site feel like a destination worth choosing, without looking like another generic real-estate launch.

The Idea The campaign line, ليه تروح بعيد؟ بص لفوق (“Why go far? Look up.”), turns the project’s biggest asset into an invitation. You don’t have to leave the city to find calm. You only have to lift your gaze. Every part of the system builds on that gesture: the poses in the photography, the upward angle of the symbol, and the open skies behind the type.

Outcome A flexible bilingual system, built to work across outdoor, print, and digital, with a symbol that can stand on its own.