Recently Tamara talked about country brands. Today, browsing through the Net in search of inspiration, I luckily ran into this marvelous video that explains the concept and creative process behind the Egypt brand. After investigating a little, I discovered the work was done by JWT, the international advertising agency, for the Egyptian Tourism Authority, with the objective of establishing Egypt as a country with more to offer than the pyramids, with a rich history, heritage and culture.
The image is attractive visually, suggesting energy, elegance and strength. But the result is no coincidence. The creative process was complex, arduous and lengthy. Above all, there is something fundamental about it that made me want to talk about today’s subject: to call attention to the value of the work behind the construction of a corporate image, or destination’s identity, as is the case here. There are companies that today still leave this responsibility to advertising firms that develop the process outside the brand – its very essence. Brands, be they a product, a service, or a destination, are people, and to the extent that they are created, they are imprinted with their personality and values, and make them – or don’t make them – relevant. And so, to construct an image for a destination requires a creative process at the height of which we see the example of Egypt, which also, told as history and using visual thinking, offers an unquestionably unique immersion in a process that we rarely we have access to, and which, in many cases, we undervalue.
Seeing the care with which the logo was created, the final result is no surprise. I leave you with some images of the logo, some of the advertising layouts that have been made and a video that without doubt shows the essence of Egypt, as told by those who emanate and feel it, and they are the only ones, therefore, who can raise its value to the maximum power: