Figtree creates identity for spillover development in Cairo

Figtree has created the identity for a new neighbourhood being built in Egyptian capital Cairo.

The consultancy has developed the brand and campaign materials for the Forty West neighbourhood in Westown, one of two new cities being built on either side of the Egyptian capital.

Westown and sister project Eastown are being developed ‘to solve Egypt’s congestion problems’, says Figtree senior strategist Simon Dean. He adds, ‘They are not just gated communities, but proper cities with schools, green spaces and other amenities.’

Mixed-use neighbourhood Forty West is the first element of the project to go live, and is being worked up by Egyptian developer Sodic, with masterplanner Solidere International, architect Machado & Silvetti Associates and Egyptian designer Eklego.

Figtree was appointed by Sodic directly in April, according to Dean, who says the consultancy has an ongoing relationship with the developer, which it branded last year.

The consultancy developed the positioning around the idea of ‘where it all comes together’, with the coloured chevrons in the identity pointing towards the centre.

The consultancy has also created a website, brand book, apartment brochure, CGI film, launch event concepts, invitations and welcome packs.
The branding will be used to market the development to potential tenants.

Figtree has also created the branding for new office building the Polygon, designed by architect Wilkinson Eyre.Dean says the consultancy hopes to work on more projects in Eastown and Westown as the sites are developed.