HUB CHILLOUT
A coastal highway in town.
We led the brand strategy, identity, brand book, and launch campaign for HUB Chillout, a commercial hub on Maadi Ring Road. The mall sits at a major intersection, which means you cannot just turn into it. You have to U-turn. So we drew the U-turn into the logo and built the rest of the system around that single sign: a coastal-highway hangout, a Bikers Hub, a Yacht Hub, a family place. Modernist, elegant, joyfully loud where it needs to be. Yes, chillout.
- Brand Strategy
- Logo & Identity Design
- Brand Book
- Brand Language
- Advertising Campaign
A coastal highway in town.
HUB Chillout sits at the intersection of Maadi, Nasr City, New Cairo, and the Sokhna highway. We positioned it as the hangout that delivers the feeling of a coastal road while staying in town. The audience came first: a Big Boys' Toys arena for bikers, yacht owners, and the families they bring along. Its better together became the campaign line, and the brand earned the room to mean it.
The logo is the directions.
To reach HUB Chillout, you have to take the U-turn off Maadi Ring Road. So we drew the U-turn into the logo, a yellow road sign that says HUB CHILLOUT exactly where the road sign would have. The brand became the wayfinding, lit up at every entrance and printed across every page of the brand book.
Steeped in strategy, set in yellow.
The brand book carried the whole logic across surfaces. Catchment math at the front, big-boys arena in the middle, modernist-elegant tone at the back. Yellow road-sign motifs, sharp diagonal accents, the recurring beats: its better together, yes chillout, joy, happiness and peace.
Yes, chillout.
From rendering to reality. The yellow sign lit up over Maadi Ring Road, the courtyard filled with the people it was built for, and the customers who arrived had already used the logo once on the road outside, to get there.
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