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A Love Letter to Fayoum: Branding from the Inside Out

June 11, 2025
Courtesy of Jannah Abdellatif

  When you close your eyes and picture a city, what likely comes to mind first are the iconic landmarks, such as the architecture, the bustling streets, and the destinations that draw tourists in. But, if you linger a little longer, the image begins to shift and subtler details emerge: the daily life of its people, the warmth of its community spaces, and the nuances that give a city its soul. It starts to feel less like a postcard for strangers and more like a framed photo resting in the corner of your home. Each time you walk by and glance at it, you are reminded of how the city shaped you, and of its people who welcomed you in. This is the vision that guides designers when taking on the challenge of city branding: to create a visual identity that also speaks to the people who live there, not just to the tourists. As many marketing experts agree, when people feel seen, they are more likely to engage and contribute to shaping the future of their cities. That deeper sense of place is what Egyptian designer Jannah Abdellatif set…


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