Rebranding The Association for the Protection of the Environment (A.P.E)
The intent of this thesis project is to rebrand the Association for the Protection of the Environment (A.P.E), an NGO located in Hay El Zabbaleen, Moqattam. A.P.E, founded in 1984, aims to improve and enhance the Zabbaleen living conditions. It helps Zabbaleen develop their own businesses which are built on utilizing their skills and experiences. A.P.E also helps them recycle waste products and teach them the concept of reusing. The association has several programs, however, this project focuses on the income and generating program. The aim of this program is to help women in that community to develop their skills, income, self-esteem as well as a sense of empowerment. A.P.E lends the women necessary equipment and aids in the learning process in order to facilitate their production of various interesting products. A.P.E then sells these products, which are divided into 5 sections: papercrafts, patchwork, weaving, jewelry and lighting. Utilizing the five sections, this project involves the creation of a sub-logo system for these sections. They all have one common element, which is the leaf. The leaf is also incorporated in the main A.P.E logo. In this project, patterns inside the leaves were designed to represent each of these sections. These patterns play a huge role in the association’s identity. Regarding the main logo, the original logo is maintained, but minor adjustments to elements such as type and color have been incorporated to better represent the association’s identity. The original packaging system used by the association consisted of plastic bags. Therefore, stamped paper bags were used as an alternative in order to limit the use of unrecyclable materials and better reflect A.P.E’s intent. Also, limited edition fabric bags featuring the newly designed patterns were created. As for the jewelry, jute pouches were developed. The project enhanced the association’s corporate identity and through the design of new business cards for each of the workers to improve their self-esteem, as well as redesigned the labels, receipts and A.P.E cards.
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El Zorba, Shahira, "Rebranding The Association for the Protection of the Environment (A.P.E)" (2018). Capstone and Graduation Projects. 58.
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