I’m Amr Serag, a brand identity designer in Cairo.
I take a brand from the first brief to the finished guidelines, and I explain the reason behind each decision.
My story.
I’m an art director and brand identity designer based in Cairo. I design identities for companies across Egypt and the Gulf, from a Qatari training company and a Saudi communications agency to a community football league, a jeanswear label and a technology partner.
Most of my ideas start on paper. I look for one simple idea inside a brand, a football cut into letters or a name written in square Kufic, and build the whole system from it: logo, colour, type, pattern and the guidelines that keep it consistent.
Every project starts with listening: who you are, who you are talking to and where the brand needs to go. From there I sketch, explore a few routes, refine one with you, and hand over everything your team needs, from the logo files to the brand guidelines, with the reason behind each decision written down.
Based in
Cairo
Role
Art director, brand identity designer
Shop
creativemarket.com/amr.serag
What I do.
Brand identity
Logo, color, type and the system that holds them together.
Art direction
Visual direction for campaigns and social media.
Brand guidelines
Brand books that keep a team consistent.
Illustration
Hand drawn illustrations, also in the Creative Market shop.