THE PROJECT
Brand development for a Red Sea tourism and diving business in Egypt, created around the launch of a new boat and the ambition to move the company toward a more premium market.
The objective was not only to improve its visual image, but to understand where the business wanted to go and build a brand capable of growing with it.
BRAND STRATEGY
The process developed through ongoing mentoring and close collaboration with the owner — understanding his business, his ambitions, his audience and the new destinations and experiences he wanted to develop.
Working within the Egyptian and Muslim context was an essential part of defining a direction that felt authentic to the business rather than imposing an external visual language.
IMMERSION
Understanding the brand meant experiencing it from within.
I joined the boat trips, explored the destinations with the owner and learned to dive in order to experience the Red Sea from the same perspective as his guests.
This immersion became the foundation for understanding what the business was really offering and how to translate that experience into its new identity and communication.
CREATIVE DIRECTION
The new visual direction was developed to elevate the perception of the experience while maintaining its connection to the Red Sea, local culture and the owner's knowledge of the territory.
Photography and film were created from the experience itself, documenting the landscape, underwater world, boats and journeys rather than constructing an image disconnected from the reality of the business.
VISUAL LANGUAGE
Red Sea · Immersive · Local · Natural · Exploration · Elevated
