Sawaqly, a local platform in Asyut, Egypt, specializes in buying and selling used products, similar to Dubizzle but tailored for the local community. My role in this project was to establish a unique and friendly art direction, introducing a modern and relatable style to a new market.
A key highlight of the branding was the creation of a 3D mascot named Rabee' (ربيع), who became the face of the brand. Rabee' added a playful and engaging personality to the platform, making it more appealing to users.
The challenge lay in integrating modern design aesthetics, including 3D visuals, into a project targeted at a local audience unfamiliar with such styles. Despite this, the art direction successfully bridged the gap, delivering a fresh, vibrant, and approachable identity that resonated with the community.
This project showcases my ability to innovate while catering to local market sensitivities, creating a design that is both modern and culturally relevant.
