This project holds a special place in my heart—it seamlessly merges my profound love for the visual arts with my professional passion. As a visual artist with a deep appreciation for various art forms, working on the MEMA (Museum of Egyptian Modern Art) rebranding project has been an absolute joy. It allows me to curate and showcase contemporary pieces from modern artists across the Middle East, combining my favorite aspects of the art world with the fulfilling journey of turning my passion into a career.

Living in an era where Art takes different shapes, forms and substantial interests in Egyptians lives. Design and branding, taking their rise, have been given a significant meaning and value to what surrounds us, that became a critical element in our daily lives. Arguing in that area, branding a country will help manage its cultural assets; including museums, which will later on help preserve the cultural assets for the future. The width of activities and their representations that helps promote one’s culture and diversity are main key points in the sustainability of a city’s development especially Egypt and its branding plan. 

The aim of this project is to focus the spotlight on the importance of branding a cultural institution and its contribution into national branding. In order to reach this aim, the research phase is considered the initial and fundamental phase; through interviews, surveys, online questionnaires and site observation, along with a demonstration of detailed analysis of the rebranding case studies and museum’s competitors. 

The Museum of Modern Egyptian Art aspires to connect the public with contemporary art, fostering critical thinking and cultural engagement. Through diverse exhibitions and events, the museum provides learning opportunities for art enthusiasts, students, and the wider community. Grounded in core values of excellence, knowledge development, and artist support, the institution aims to enhance the customer experience and contribute to the global conversation on modern Egyptian art.

The logo is designed to suit any background specially since the style of this brand is ‘Cropped Artworks’.

For the museum project, addressing the controversial balance between modernity and cultural preservation in graphic design was crucial. I navigated this challenge by adopting the versatile "Greta Arabic" font family, designed by Peter Bil’ak and Kristyan Sarkis. This font allowed me to blend modernity and cultural essence seamlessly. Employing "Greta Arabic Serif" for headings and titles and "Greta Arabic Sans Serif" for the body text created a harmonious fusion of modern design and cultural heritage. This choice not only demonstrated functionality and flexibility but also met the specific needs of the museum as a dynamic art institution.

This brand identity is rooted in the presentation of artworks from diverse artists across the Middle East, offering a carefully curated collection that serves as a showcase for artistic expression. Emphasizing a focus on showcasing artworks in their various forms and styles, it captures the rich tapestry of creativity flourishing throughout the region.

LET'S CREATE WONDERS

Exploring this project was a delightful journey, and I hope you enjoyed it too. If you're gearing up for a new business endeavor or have a creative project on the horizon, connect with me. Leave the details to us, and let's embark on the exciting process of turning your ideas into reality.

All Rights Reserved, 2020. Art Director and Designer: Habiba El-Zorkany