Case Study: Zahma, Street Fashion Identity and a Cairo-after-dark Campaign

Zahma (زحمة) is a street fashion brand selling in Egypt, the UAE and Saudi Arabia. NoVi Marketing Services created its identity and a street-level campaign built around Cairo after dark.

What we delivered

• Brand strategy and a Latin/Arabic display type pairing
• Visual identity and a 35-page brand guidelines book
• Campaign concept and content creation
• Campaign film produced in-house

Why it matters for fashion brands

Fashion buyers decide on mood. Building the identity, the campaign and the film together gives the brand one consistent look across Instagram, TikTok and the store.

Services used

Brand strategy, creative design, content creation and media production. Brand book: novi-ms.com/brand-guidelines/zahma.

Building a fashion or retail brand? Book a free consultation: WhatsApp or call +20 110 396 6774. NoVi Marketing Services, Bavaria Town Towers, Kattameya Road, Tower 3, 9th Floor, Unit 91, Cairo.