Al Asema Contracting
Brand identity design for a construction and contracting company in Egypt, developed to reflect strength, reliability, and long-term trust within the local construction industry.
Al Asema Contracting – Brand Identity Design for a Construction Company in Egypt
Al Asema Contracting is a construction and contracting company operating in Egypt. This project focused on developing a complete brand identity system that positions the company as a reliable, professional, and structured player within the Egyptian construction market.
The objective was to move beyond a standalone logo and establish a structured visual identity capable of working consistently across all brand applications.
The scope of work included refining the core visual elements and defining clear rules for how the brand is expressed across different environments. This ensured that the identity performs consistently across corporate materials, construction sites, and external communication.
Particular attention was given to clarity, hierarchy, and usability—allowing the brand to function effectively in both large-scale applications and detailed formats. The system was designed to support day-to-day operations while maintaining a professional and cohesive appearance.
By introducing a structured visual framework, the brand can now be applied consistently across internal documentation, on-site materials, and external communication without reliance on ad hoc design decisions.
Al Asema Contracting previously operated with a basic logo that was not supported by a defined visual identity system. While the logo itself was functional, it lacked the structure needed to guide consistent application across different materials and environments.
As the company’s operations expanded, this absence of clear brand rules led to inconsistency across corporate documents, on-site applications, and external communication. Visual decisions were made on a case-by-case basis, reducing clarity and weakening overall brand recognition.
The challenge was to transform an isolated logo into a structured identity system—one capable of maintaining consistency, supporting professional presentation, and functioning reliably across the varied demands of the construction and contracting sector.
The solution was to develop a complete and structured brand identity system that organizes all visual elements into a clear and usable framework. The existing logo was refined through improved typographic treatment, spacing, and proportion, allowing it to perform consistently across different sizes and applications.
A defined visual system was then established, including typography, color usage, and supporting graphic elements. Clear guidelines were created to govern how these elements are applied, reducing ambiguity and ensuring consistency across corporate materials, construction sites, and marketing assets.
By introducing a system-based approach, the brand can now be applied confidently and consistently without reliance on ad hoc design decisions, supporting professional presentation across all operational and communication touchpoints.
Deliverables
- Logo Refinement & Usage Structure
- Complete Visual Identity System
- Color Palette & Typographic System
- Brand Patterns & Supporting Elements
- Stationery & Brand Applications