Basel El Kafafy
Twelve countries shipped, two reading directions, one standard. Notes on building for the region.
Arabic is not a translation layer
Egyptian colloquial for Egyptian brands, formal Arabic for the Gulf, never one for the other.
Light is local
Cairo light and Gulf light are different colours. Our style key holds a low golden hour and a hard midday flash for exactly this reason: the same brand can land in Zamalek and in Doha and feel native in both.
Ship where the brand needs to land
Sovereign developers, Shark Tank brands, a 130-year textile house and a consciousness mentor: the work has landed wherever the client needed it. What travels is the discipline, not the template.
Every launch is tested on the devices and networks the audience really uses, from a fibre office in Doha to a phone on Cairo’s ring road.
