Shalakany

We Rest Our Case

Identity - UI/UXD - Brand Manual

Opening Statement

Established in 1912, Shalakany is one of the oldest and largest law firms in Egypt, known for their range of expertise, global connections and decades of experience. Their consistent success has put them in direct competition with international field leaders. With local competitors quickly growing in the field through aggressive marketing strategies, Shalakany saw the importance of having to uplift their identity in a way that still communicates their heritage, yet speaks in a more modernized visual language that can also stand strong against global competitors.

We Rest Our Case

A brand’s heritage and legacy are two of the most important aspects of an existing and successful brand. With this challenge in mind, we carefully approached this uplift in order to produce the desired effect of communicating high quality legal services that are distinguished from the rest of the brands in their field, both locally and internationally. The updated identity also had to be versatile enough to appeal to the diverse backgrounds of the key stakeholders involved, as well as having the added visual value of satisfying the owner’s passion for art. Being an art-lover and collector, as well as having immense pride in Egypt’s history, photography played an integral part of the identity in order to personalize Shalakany’s identity and image, allowing it to communicate not just the brand attributes, but the passions of those behind it.

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Overcoming Barriers

As part of EG Bank’s new positioning, we were aske...