Hady Ashraf

A 13-spread brand system

Concept and positioning, logo variations and favicon, palette, typography, brand voice, packaging, stationery, product labelling, social application, and care and authenticity collateral. Specified far enough to go to a printer or a developer without a second conversation.

One mark, both categories

Upright, the circular O with its inner star reads as a ring. Turned over, it reads as a necklace: the two things the brand sells, in one favicon.

Every photo and video generated

Eleven carousel campaigns built around three recurring AI model personas, so the same faces return across the feed. Seven vertical videos: UGC-style, hyper-motion product ads and a collection showcase.

What I owned

The real problem wasn't design

Escape Away sells to guests and to property owners at once. Guests want to feel something; owners want to feel safe. Before designing a page, I settled the strategy: one promise, two proofs.

Narrative, not page order

Four acts (About, Services, Portfolio, Process), each closing one objection in sequence, so a reader who stops halfway still leaves with the argument.

A sub-brand structure

City Escapes, Seaside Stays and Family & Group Stays for guests, plus Holiday Escapes and City Living, so one company speaks to a family in Gouna and a professional in New Cairo without blurring either message.

Designed proof

Operational data turned into pages that read in three seconds: the growth curve, the portfolio mix, and the eight-step journey from property intake to owner reporting.

What I designed

The persona and tone (Egyptian colloquial, consistent “حضرتك”), the opening and permission step, the qualification questions and their order, confirm-after-every-answer logic, the data fields, and the hand-off to sales.

Tested on a real call, weaknesses included

It handled an off-script question and returned to the flow, and turned “20% down payment” into “about a million” against the stated budget. It also talked over me twice, and the call ended mid-summary. Both are on the fix list.