Africa Cup Of Nations-EGYPT 2019 Branding & Campaign

africa cup nations egypt branding campaign graduation Project 3D graphic

Hey everyone,

I'd like to represent my project which is actually my graduation project at faculty of applied arts-graphics and advertising department.

The project is about a branding and an advertising campaign for Africa Cup Of Nations-EGYPT 2019.

My project included:

1. Branding

2. An Advertising Campaign including posters that could be used indoor, outdoor "sucette billboards" and social media.

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THE MAIN CONCEPT

The main concept I focused on was to make a combination of two values or meanings in my campaign and branding, which was the combination of:

Egyptian Identity + An African Continental Soccer Event

Merging these two values was expressive enough to deliver the advertising message which is:

"Egypt is hosting AFCON 2019"

So, based on this concept I designed the logo and all the following branding elements which I'll show you in the brand guideline. Posters were designed based on this concept,as well.

I've chosen some Egyptian elements to represent the Egyptian value and identity far away from using "Pyramids and Sphinx elements" which have been really poor concept to rely on..we are the Egyptian have a lot more than these traditional cultural buildings,we have Horus..Eye Of Ra' .. Key of life... So, why not using those elegant elements instead of these over used buildings "Pyramids" ?! ..

NOTE: All sponsors used in the layout are not chosen on purpose,but only for layout.

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l BRAND GUIDELINE

1.LOGO

2.COLORS AND THEME

3.BUS BRANDING

l MASCOT

MASCOT PROCESS

Screenshot

l CORPORATE IDENTITY

BROCHURE & FLYERS

l POSTERS

INTRODUCTION

Here is the most important part I've worked on. Each poster has one or two 3D graphic elements which represents the Egyptian identity as I mentioned before and that's why I had to design these elements in 3D..to have the specific setup for angles needed for the scene,the lighting and textures specially that golden look. And all of these setups are based on the equation I've followed initially:

" EGYPTIAN IDENTITY + AN AFRICAN SOCCER EVENT "

SO, HERE WE ARE

1

As all references of Horus show only the side view of it so,I decided to re-design it in 3D to show the front view of it in order to emphasis the sharpness and strength in this character.