SAWAHEL: Brand Identity & Guidelines case study

Client

Sawahel

Involvement

Deliverables

Brand Identity System
Formal Brand Guidelines Document

Results

Sawahel now has a documented brand system, visual identity and formal guidelines, giving the business a single source of truth for how it looks and sounds across every future touchpoint and vendor.

Brief

Designing coastal
futures.

Sawahel develops residential and commercial communities along Egypt's north coast, from Marassi at Sidi Abdel Rahman out towards Marsa Matrouh. The land, the projects and the ambition were already there. What was not was a single written account of how the company should look and sound. KHP was brought in to build the identity and the rules that hold it together.

The Challenge

A coastal name with
no system behind it.

Sawahel was presenting itself differently in every room. Signage, sales material, print and social were each produced by a different hand, and with no documented identity there was nothing a vendor, a printer or an agency could be handed. Every new asset started as a fresh negotiation.

The second challenge was the category. Coastal development on this shoreline is crowded with brands all reaching for the same turquoise photography. Sawahel needed a visual language that reads as the sea without dissolving into it.

Our Approach

An identity written
down, not improvised.

Step 01 - Brand Identity System
We built the identity outward from the mark: an Arabic and Latin wordmark drawn on one grid, a monogram taken from a sail and a wave, and a palette (Prominent, Viking and Indigo Blue) pulled from the water itself rather than from a swatch book.
Step 02 - Applications & Printouts
The system was then proven on the things the business actually hands over: stationery, folders, notebooks, business cards, roll-up banners and merchandise, so the identity was tested against real production before it was signed off.
Step 03 - Brand Guidelines
Everything was documented, from logo construction and clear space, the colour values, Aperto as the typeface, photographic direction and tone of voice, in one guideline any future vendor can be handed.

The Result

One documented
source of truth.

Sawahel now has a documented brand system, visual identity and formal guidelines, giving the business a single source of truth for how it looks and sounds across every future touchpoint and vendor.

Brand Visuals

Three Sawahel campaign boards: a villa over its pool, an aerial shoreline reading Coastal Living Comes To Life, and Creating Landmarks, Shaping Legacies

An eight-tile Sawahel mood board: waves, palm shadow, the monogram traced on the water, and the beach

Printouts

Two Sawahel roll-up banners, one light over an aerial shoreline and one navy over a yacht, both reading Your Vision, Our Coastline

A Sawahel presentation folder holding a printed letterhead

Two Sawahel wire-bound notebooks, one navy and one light

The Arabic and Latin Sawahel wordmarks drawn on their construction grid

As a premier real estate development firm, we specialize in crafting visionary residential and commercial spaces that redefine modern living. With a commitment to architectural excellence and sustainable practices, we shape vibrant communities that inspire and endure. Our passion for quality and attention to detail ensure every project reflects our dedication to creating environments where life flourishes. Discover the future of living with SAWAHEL, where every space is designed to elevate your lifestyle.