KEY VISUAL
Designing the main poster used for advertising campaigns (urban display,digital use)
CLIENT: CASBAH | Message: مرحبا في بلاد الاصل والهيبة | Agency: RED M
As part of a national visibility campaign, Casbah needed a strong visual presence at the airport Algeria’s first point of contact with international and local travelers. The objective was to create an immediate emotional connection, positioning the brand as both authentic and welcoming, rooted in heritage yet modern in appeal
STRATEGY
The idea was to tap into nostalgia and belonging: the warmth of العودة للأصل (returning to one’s roots) and the pride of discovering a culturally rich destination.
CONCEPT
The concept blends:
Heritage → represented by the Casbah architecture, zellige patterns, and traditional streets
Human connection → through the confident, reassuring presence of the main character
Emotional warmth → via lighting, color palette, and night ambiance
Art Direction
The visual universe was carefully crafted to balance realism and illustration:
Background: A stylized Casbah environment, using simplified geometry and vibrant colors to evoke identity without feeling dated
Lighting: Warm street lights against a deep blue night sky to create a welcoming, almost cinematic atmosphere
Character: A modern Algerian figure, elegant, calm, and confident bridging tradition and contemporary lifestyle
Color palette:
Deep blues → stability and calm
Warm yellows → hospitality and comfort
Earth tones → authenticity and roots
Design & Composition
Designed as a large-format airport billboard (4×3), the composition ensures:
– Immediate readability from a distance
– Strong hierarchy between brand, message, and visual
– A clear focal point that guides the viewer naturally
IMPACT
Placed at the airport arrival zone, the visual acts as:
– A cultural handshake with visitors
– A reassuring message for returning locals
– A brand positioning tool that anchors Casbah in authenticity, warmth, and national pride
