Rebranding The Association for the Protection of the Environment (A.P.E)

Student Status



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.


Arts Department

First Advisor

Bahia Shehab

Second Advisor

Ghalia ElSrakbi

Third Advisor

Haytham Nawar

Committee Member 1

Ahmed Ellaithy

Committee Member 2

Ahmad Saqfalhait

Committee Member 3

Ayman Ismail



Institutional Review Board (IRB) Approval

Not necessary for this item


This piece of art work is part of the "Interdisciplinarity and Design Third Graduating Class of Graphic Design Students The American University in Cairo – Spring 2018" catalog. Held at the AUC Sharjah Art Gallery on December 21st, 2018, the "ALT w Shidd" exhibition showcased bachelor projects by the third Graduating class of Graphic Design students. This year’s projects were divided into 5 panels according to their tackled themes. The panels included “Digital Design”, “Fashion Design”, “Publication Design”, “Advertising”, and “Retail and Branding”. A team of internal and external jury members were invited to each panel in order to provide ourstudents with critical feedback and evaluate the final outcome of their projects according to conducted research, applied methodologies, and undertaken creative design process. Jury members from within AUC included Ahmed Ellaithy (TTO -Technology Transfer Office) Ahmad Saqfalhait (GRDN), Ayman Ismail (Venture Lab), Brenda Segone (ARTV), Heba Safeyeldine (ARCH), Marwan Fayed (GRDN), May Hasebou (GRDN), Mahamad Khalil (GRDN), and Sherif Samy (GRDN). As for external jurors; they included Amira Aboulmagd (Al-Shorouk Publishing), Majd Elsherif (Matter Branding), Mohab Anis (Innovety), Nigel Fletcher-Jones (AUC Press), Sahar Zoghby (FP7), Samy Elias(Sahara Printing), Sawsan Mourad (El Beit Magazine), and Suzie Graiess (Association for the Protection of the Environment).


This record describes an artistic or creative work which was prepared as part of a course of study at the American University of Cairo. The creators retain all rights to the original artistic or creative works described herein.

Publication Date

Fall 12-21-2018

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