Project Details
Name
Sector
Project Request
ISOLA centra New Cairo
Real Estate Development
Communication Strategy & 360 creative execution
El Masria Group is a real estate powerhouse in Egypt, known for its “ISOLA” sub-brands — each project tailored to resonate with a unique lifestyle segment. As they prepared to expand into New Cairo, the brief was bold: launch a new destination with a fresh, differentiating identity that cuts through a saturated market.
THE CHALLENGE
Business Need: Launch a brand-new ISOLA destination in a prime spot — Lotus Area, Fifth Settlement — and make it irresistible.
Strategic Tension:
“How do we build a distinctive real estate brand when everything is already being said about ‘location, location, location’?”
Insight
People aren’t just buying square meters — they’re buying alignment. Of time. Of space. Of opportunity.
Core USP
Unmatched centrality. ISOLA Centra sits at the gravitational heart of New Cairo, connecting key access points to every major neighborhood
STRATEGIC SOLUTION
Naming Strategy:
→ I coined the name “ISOLA Centra” — derived from “centrality” — to turn the geographic strength into a brand signal.
Big Idea:
“Where Time, Space, and Gravity Align.”
Not just a place on the map — a moment of perfect alignment in your life journey
Execution:
• 360° campaign across visuals, sound, digital, and activation.
• Built on metaphors of cosmic precision and urban convenience.
• Translated a geographic benefit into an emotional truth — living at Centra means life moves with you, not against you.
CAMPAIGN ROLLOUT
Campaign Identity:
• Brand system and visual assets created for ISOLA Centra.
• Motion design and soundscape built around spatial rhythm and gravity fields.
• Launched across multi-platform media with a unified story: “This is where everything falls into place.”
Return on Investment
Phase 1 Outcome:
100% Sell-out at launch event
+2 Million Views across platforms
Media Buying Budget: Just $2,000
Return on investment:
With a minimal paid budget, the concept magnetized attention and sales. It wasn’t just a campaign — it was a gravitational pull.