We were approached by a first-of-its-kind Egyptian publishing house, with an aim to publish English literary works by local talents. I was faced with the task of creating an intriguing name that would evoke the brand’s ‘storytelling’ essence.

We are all familiar with the story of Aladdin and the genie in the lamp - or rather, genies and lamps in general. We created our own version of a ‘genie in a lamp’ story by making people’s literary wishes come true through our very own special ‘Blue Lamp’.

In addition to the brand’s name, I formulated the brand story and assisted in various messaging for communication purposes.