7 GED - Graduation project

At first, I looked for information on the issue, gathered data, and realized how crucial the topic is to Vision 2030, as well as how hard the Etkalem Arabi - Speak Arabic initiative is working on it. I Then I conducted interviews with a variety of people on the Internet who expressed each category. After hearing from everyone and gathering as much information as possible for my dissertation paper, I began to consider the practical aspect, first the brand strategy, then the brand identity, and ultimately the campaign strategy that I would be implementing. I began my plan by establishing the brand strategy's components: Brand Category, Brand Purpose, Brand Vision and Mission, Target Audience, Brand Values, and Brand Positioning.

Then I worked on the brand identity, the visual and verbal elements, so for the visual, I designed the logo, chose the typeface, color scheme, and the type of illustration, and any visuals that I'm going to use or be inspired by (mood board), and for the verbal, I chose the name of the project, as well as the tone of voice that I may need in the campaign, as well as the type of words that will be used

n terms of styles, I was inspired by the old, so I first created "Geddo," especially Geddo because the name is derived from the traditional Egyptian proverb "Like father, like son," - the name of my project- where sons get a lot of their traits from their grandparents,

, so I created various characters, many of whom are based on real people, but with my own spin, such as Ashraf in the series Al-Kabeer Awi, Ramadan Mabrouk Abu Al-Alamein Hamouda, Hassan Hosni, Hassouna, and Al-Zankeloni, as well as those based on real Egyptians, so I considered each character in terms of their general feeling, their work, and their stor

And, because Egypt has numerous and diverse cultures, I had Gedo symbolize some of them by, dressing him first in an employee's suit, which represents the majority of educated and conscious Egyptian individuals who got various certifications and paid attention to its details. I chose the old suit, which was also dressed by Ramadan Mabrouk Abu Alamein Hamouda, the renowned figure, and how they used to place colored pens in the suit's pocket, and second, the chivalrous and genuine Saidi man, to whom I also paid attention to his details, such as the color of his robe, the way he wraps his 3ema- عمة,-ِ the shawl he wears, and even the stick on which it rests, which bears the shape of an eagle, and as is known the importance of the eagle to Egyptians, even an eagle appears on the country's flag. As for the upper class, the modern Gedo donning a shirt and pants, and eventually making him resemble the renowned Bassem character from the series "The Truth and the Mirage- el7aqeqa w al Sarab- ," to communicate a little bit about youth, memes, and Egyptian comics

Finally, I created the campaign strategy, which included the type of campaign, the purpose of the campaign, the potential benefits of the campaign, the campaign idea, and the mediums that I want to employ. So I got my mind map and the mood board and set to work.

As for the topics that are discussed in the application, after conducting a research, I discovered that it is simple to find the most important monuments, tourist attractions, and other important things in Egypt, but I felt it was more important to present the community itself, the oldest topics that the street deals with daily, such as memes that Young people use daily and it has become an essential part of the language,

- Consider that all layout sizes, from margins to gutters, are based on the number 7 and its multiplications

For example, in the case of the mobile app, after researching competitors, the market, and so on, I created a persona based on the people I interviewed, an open and closed card sorting, a flow chart, material design confirmation, a style tile, low, mid, and high fidelity wireframes, a prototype, and a functional navigation system. Taking into mind, that every step I took was validated by Fadi, one of the interviewees, to guarantee that I'm on the correct track and that what I'm doing, will assist them.

Because of this closeness between new generations and their grandparents, and how this expresses a strong bond between them despite the distances, in order to clarify this convergence, I tried more than one way and the best thing I came up with was the shape of the old web pages and decided to illustrate and clarify them in a more modern way in order to reach the young people with ease and also remind them With something old from their ancestors from their origin from their homeland,

so I presented it in the form of a game in addition to knowing its source and information about it, whether it is a movie or a series, and the ability to view it and therefore acquire the context of the sentence, and lastly it's capacity to make a Tiktok video and thus training in Egyptian pronunciation. Among the other themes are common proverbs that are heard on the street on a regular basis. I presented them with their foreign equivalents to make them easier to understand, in addition to explaining them and telling the proverb to make the topic interesting and entertaining, and there is a feature of listening in Egyptian dialect and available in the foreign language to facilitate understanding of the topic. There are also Egyptian dishes that explain their recipes, ingredients and their history.

In addition to the games that train them on the discussed topics, but in a fun, easy, and enjoyable way, and their ability to communicate with their friends, play with them, or meet new people, as well as share posts with their friends on their own profiles, such as images or videos, and others

There are other mediums that I worked on aside from the mobile app, so I made indoor posters to be put on the airport, where it's the best place to find my targeted audience, static, and interactive soucette, billboard, social media, booths in the airport, pop up ads in traveling and booking tickets sites and apps, direct mail to be sent and they will be in the form of a ticket to convey the sustainability, and prevent paper waste, so I'll combine the data I want to send with a simple and unique present, with the left side containing the date and the right side including a sticker that they may use.

There are other mediums that I worked on aside from the mobile app, so I made indoor posters to be put on the airport, where it's the best place to find my targeted audience, static, and interactive soucette, billboard, social media, booths in the airport, pop up ads in traveling and booking tickets sites and apps, direct mail to be sent and they will be in the form of a ticket to convey the sustainability, and prevent paper waste, so I'll combine the data I want to send with a simple and unique present, with the left side containing the date and the right side including a sticker that they may use.

Finally, there will be an interactive ad sponsored by Vodafone, because I found that Vodafone has a sponsorship with the original initiative, so there will be two of those interactive ads in Egypt and another country, so someone will be walking by and he will see himself in the camera and see a view of the other country (there is also a camera), and they will have the option of choosing between three games: tap the pair, crossword, or if they want to move and have fun, create TikTok together, and once completed, a ticket will be given to them, and when they scan the code, they will be able to add each other immediately, and I will have helped them contact new people and learn from others.