WORK
STRATEGY AND BRAND EXPERIENCE DESIGN FOR A UNIQUE GLOBAL CULTURAL EXPERIENCE
/ GRAND EGYPTIAN MUSEUM
CONTEXT
The much anticipated Grand Egyptian Museum will present over seven millennia of history, preserving and showcasing a unique collection of artefacts dedicated to the Ancient Egyptian civilisation. In close proximity to the timeless Giza Pyramids, the Museum wishes to create a world-class experience that will promote both the Egyptian heritage and modern Egyptian culture locally and internationally. In order to do so, it needed a global narrative and brand identity to effectively capture and communicate its new offering to diverse audiences, local and international.
CREATING
A NEW
WORLD-CLASS
MUSEUM
EXPERIENCE
FROM THE
GROUND UP
A NEW
WORLD-CLASS
MUSEUM
EXPERIENCE
FROM THE
GROUND UP
CREATING
A NEW
WORLD-CLASS
MUSEUM
EXPERIENCE
FROM THE
GROUND UP
A NEW
WORLD-CLASS
MUSEUM
EXPERIENCE
FROM THE
GROUND UP
SEVEN
MILLENNIA
OF HISTORY,
ONE GLOBAL
DESTINATION
MILLENNIA
OF HISTORY,
ONE GLOBAL
DESTINATION
SEVEN
MILLENNIA
OF HISTORY,
ONE GLOBAL
DESTINATION
MILLENNIA
OF HISTORY,
ONE GLOBAL
DESTINATION
a museum
a cultural hub
a multipurpose
destination
a cultural hub
a multipurpose
destination
GEM :
FACTS &
FIGURES
FACTS &
FIGURES
100k+
Ancient Egyptian Artefacts
6 Main Galleries
2 Temporary
Exhibition Halls
The Grand Hall
2 Temporary
Exhibition Halls
The Grand Hall
The Children’s Museum
The Khufu Boat Museum
Conservation Center
Innovation Space and Workspaces
The Khufu Boat Museum
Conservation Center
Innovation Space and Workspaces
LIBRARY
AUDITORIUM
CONFERENCE CENTER
THE GEM SHOP
RETAIL SPACE
CASUAL AND FINE DINING RESTAURANTS
110K+ M2 OF GARDENS AND OPEN SPACES
THE HANGING OBELISK SQUARE
HOTELS
CINEMA
AUDITORIUM
CONFERENCE CENTER
THE GEM SHOP
RETAIL SPACE
CASUAL AND FINE DINING RESTAURANTS
110K+ M2 OF GARDENS AND OPEN SPACES
THE HANGING OBELISK SQUARE
HOTELS
CINEMA
WHAT WE DID
FOR THE PROJECT
FOR THE PROJECT
Research & analysis
An extensive immersion phase,
KOL interviews and site inspections.
KOL interviews and site inspections.
Destination, Market, Competition and
Best practises analysis.
Best practises analysis.
Understand and analyse behaviours
and needs of the potential visitors.
and needs of the potential visitors.
DESTINATION ANALYSIS
MARKET ANALYSIS
EGYPT 2023 STRATEGY ANALYSIS
QUANTITATIVE SURVEYS
F2F KOLS INTERVIEWS
SITE & SPACE ANALYSIS
COMPETITION ANALYSIS
CASE STUDY ANALYSIS
BENCHMARKING
AUDIENCES’ NEEDS & BEHAVIOURS ANALYSIS
MARKET ANALYSIS
EGYPT 2023 STRATEGY ANALYSIS
QUANTITATIVE SURVEYS
F2F KOLS INTERVIEWS
SITE & SPACE ANALYSIS
COMPETITION ANALYSIS
CASE STUDY ANALYSIS
BENCHMARKING
AUDIENCES’ NEEDS & BEHAVIOURS ANALYSIS
PRODUCT
& BRAND
STRATEGY
& BRAND
STRATEGY
Keeping our brand promise, our strategic framework sought to position the GEM as a brand new cultural destination in and of itself, a vital heart for culture, commerce, business, leisure, antiquity and innovation that remains true to and celebrates its Egyptian heritage and character. Interweave also developed the GEM’s visual identity and created art direction and design for all communications materials intended to connect the GEM with its audiences. We also contributed to the organisation’s retail strategy and proposed an extensive digital marketing structure.
GEM blue ocean strategy
strategic framework,
concept development,
product character definition
brand positioning,
brand strategy and
brand architecture
strategic framework,
concept development,
product character definition
brand positioning,
brand strategy and
brand architecture
A STRATEGY
FUELED
BY FIRSTS
CREATING
A LIVING
SPACE
FUELED
BY FIRSTS
CREATING
A LIVING
SPACE
A STRATEGY
FUELED
BY FIRSTS
CREATING
A LIVING
SPACE
FUELED
BY FIRSTS
CREATING
A LIVING
SPACE
BRAND
EXPERIENCE
& CREATIVE
STRATEGY
EXPERIENCE
& CREATIVE
STRATEGY
brand experience strategy
brand experience blueprint and scoring methodology for collaborations and partnerships
brand creative strategy and image identity development
brand experience blueprint and scoring methodology for collaborations and partnerships
brand creative strategy and image identity development
We were also responsible for developing the unique brand identity that will represent the GEM’s unique offering to its audiences. In order to create a fitting visual world for its brands and sub-brands, we experimented with a wide variety of different concepts and meanings. We were inspired by the values, character, colours and architectural elements of Egypt’s past and present.
In order to create a fitting visual identity for the brands and sub-brands, we experimented with a wide variety of different concepts and meanings. We were inspired by the colours and architecture of Egypt’s past and present.
CRAFTING
A UNIQUE AND
MEMORABLE
EXPERIENCE
AND BRAND
IDENTITY
A UNIQUE AND
MEMORABLE
EXPERIENCE
AND BRAND
IDENTITY
CRAFTING
A UNIQUE AND
MEMORABLE
EXPERIENCE
AND BRAND
IDENTITY
A UNIQUE AND
MEMORABLE
EXPERIENCE
AND BRAND
IDENTITY
STRATEGY
& CREATIVITY
ACROSS
TOUCHPOINTS
& CREATIVITY
ACROSS
TOUCHPOINTS
Creating strategies intended to cover the GEM’s marketing and communications, digital and social media, and growth and advertising for the next decade. Our strategy focused on the idea that first and foremost, the jewel of Egypt is addressed to Egyptians and is intended to win the hearts of the locals and international audiences alike. A place to visit again and again. An experience that will inspire all of us, will inspire humanity through our connection with the glorious ancient past and the vivid present of Egyptian culture to dream and create for the future.
marketing & communications strategy
digital and social media strategy
growth and advertising strategy
pre-launch and launch campaign ideas, creative and planning strategies
digital and social media strategy
growth and advertising strategy
pre-launch and launch campaign ideas, creative and planning strategies
FACTS AND
FIGURES
FIGURES
Creating an impactful brand that transforms how international guests see a destination and elevates the way locals embrace and experience their unique culture & heritage.
After a substantial research and immersion phase, and by putting Interweave’s extensive knowledge of the trends, propositions, and audiences of the international tourism industry to good use, we created a comprehensive strategy, brand experience, identity, marketing and communications strategy for GEM that was innovative as well as effective.
After a substantial research and immersion phase, and by putting Interweave’s extensive knowledge of the trends, propositions, and audiences of the international tourism industry to good use, we created a comprehensive strategy, brand experience, identity, marketing and communications strategy for GEM that was innovative as well as effective.
18
Months of work
168
Hours of site inspections in Cairo
10k
Hours of work
1.2k
Hours invested in collborative workshops with the client’s teams
22
INTERWEAVERS
of 10 ethnicities
of 10 ethnicities
12+1
Targeted Countries
45+
Public and private sector officials and decision makers engaged
27
Different deliverable projects within the project
40+
Face to face stakeholder interviews
65
Studies of worldwide cases as competition, best practice or benchmark
107k
audience base that was analysed through quantitative and qualitative research
LIST OF SERVICES
RESEARCH & INSIGHTS
AUDIENCE ANALYSIS
BENCHMARK REPORT
STRATEGIC CONSULTANCY
BRAND STRATEGY
CREATIVE NARRATIVE
BRAND STRATEGY & POSITIONING
BRAND EXPERIENCE STRATEGY
ART DIRECTION & DESIGN
DIGITAL MARKETING STRATEGY
AUDIENCE ANALYSIS
BENCHMARK REPORT
STRATEGIC CONSULTANCY
BRAND STRATEGY
CREATIVE NARRATIVE
BRAND STRATEGY & POSITIONING
BRAND EXPERIENCE STRATEGY
ART DIRECTION & DESIGN
DIGITAL MARKETING STRATEGY
DRIVING
IMPACT
ON A GLOBAL
AND LOCAL
LEVEL
IMPACT
ON A GLOBAL
AND LOCAL
LEVEL
DRIVING
IMPACT
ON A GLOBAL
AND LOCAL
LEVEL
IMPACT
ON A GLOBAL
AND LOCAL
LEVEL