LuxMar
As a communications expert on United Nations projects implemented in Luxor, I was asked to brand and promote a new line of alabaster products demonstrating alabaster craftmanship through modern designs. This comes as part of the “Imkan” project for youth entrepreneurship implemented by the United Nations Industrial Development Organization and funded by the Government of Japan.
The goal was to come up with a new brand LuxMar (including story, copy, professional pictures, promotional material and booths at handicraft shows) to market the first prototype line of this product.
The LUXMAR brand tells the unspoken history of Luxor, or old Thebes, with its wealth of cultural heritage that inspired the designs of all the collections. The brand also denotes Lux, the measure of illuminance, which highlights translucidity that characterizes the Egyptian Alabaster and can be observed in each collection. Luxor is also home of the soft alabaster artisans and craftsmanship a.k.a. Marmar. Hence, the LUXMAR Brand pays tribute to the skills of the Marmar artisans of Luxor. It celebrates their ability to safeguard a craftsmanship that defies the brittleness of this unique stone to shape it into contemporary design that cope with time and reflect creativity, while sustaining the livelihoods of their makers and their communities.
My Role:
Creative director
Branding
Management of exhibition in Handicrafts show
Design of product catalogue
Copy