Imarrae Developments’ Branding Campaign Blooms with Japanese Cherry Blossom Serenity
The new branding campaign of Imarrae Developments has given a new tone of elegance and calm to Cairo's billboards. With a minimalist design anchored by delicate cherry blossom imagery in soft lilac hues, the new outdoor visuals stand out amid the city's often loud and competitive advertising landscape.
Following their prior campaign, the composition of the current one is simple and evocative, featuring a pale lavender background with blooming sakura branches and a single bold phrase, "Living Stories. Developed by Imarrae." Below it, a hotline and website invite curious onlookers to learn more. Visually, this is striking, especially along Cairo's usually crowded highways, which are dominated by color and clutter.
With the use of Japanese cherry blossoms, which symbolize renewal, grace, and ephemeral beauty, Imarrae's choice reflects a brand philosophy that focuses on harmony, timeless design, and emotional storytelling. This direction in creativity signals that more than building structures, the developer aspires to craft meaningful living experiences.
In a market where hard-selling property visuals are everywhere, Imarrae's creative campaign went the opposite direction, no renderings, no promotional offers, and no project names. The campaign relies on mood and curiosity. In doing so, such a position consolidates the brand as confident and design-driven, trusting in its visual identity to stir curiosity rather than yell for attention.
The tagline “Living Stories” encapsulates this ethos perfectly. It suggests that every development by Imarrae becomes a canvas for personal narratives, offering a place where life unfolds naturally.
Need to know more about this OOH campaign, price, location, and more? Visit and check out MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai.
Come on, tell us what you feel about this article.
Learn about this campaign budget, media plan, campaign data
