As Egypt’s most emblematic company in the real estate industry, ORA Developers is responsible for some of the most luxurious residential and leisure developments in the country and beyond.

Intending to leverage its brand as a powerful asset to build meaningful relationships with customers and transcend the real estate territory into the lifestyle one, ORA turned a dispersed strategy with multiple go-to-market brands into a hybrid and endorsed model backed by the masterbrand.

A strategic reframing led to a new narrative around the timeless nature of best-in-class architectural projects. Inspired by Egypt’s legendary and monumental legacy, the new brand aims to seduce through its simple yet sophisticated rendering. Anchored in geometry, the new logo relies on extreme simplicity to communicate its timeless nature.

With the ambition of delivering unmatched experiences that reflect the human aspirations of self-realization and the pinnacle of happiness through a sensorial approach that excels in the concept of luxury, the new ORA brand identity is built around the idea of time as the ultimate valuable asset for its audience – becoming an element of emotional value, not just financial.

Excellence through simplicity, perfection through geometry. The ORA logo is inspired by the basic forms found on monumental Egyptian architecture. The identity is linked to three different concepts: self-realization (circle), stability (square) and success (triangle).

The color palette features three neutral colors (grey, sand and white) found in textures and materials commonly used in architecture (steel, wood and stone). ORA’s corporate typography is URW Geometric, a sans serif typeface inspired by the German geometric typefaces of the 1920s but retouched for modern usability.

The concept of “reimagining time” is best expressed through the use of the brand’s key visual system, the line sequence. This element highlights the progressive and transformational nature of ORA’s business.

ORA thrived to encapsulate a bold vision capable of transforming a development company into an enabler of happiness and an extraordinary lifestyle to its communities. The new brand was launched across social media channels and became the most successful social campaign for ORA Developers to date. It received +34M impressions and +10M views.