Orcas is a mobile application that connects
parents with trusted, trained and reliable tutors,
language instructors and babysitters in their area.
Having just rebranded from “CairoSitters”,
Orcas had a new unfocused brand with limited
identity design to work with.
The challenge was to help Orcas define their brand,
refine their identity and launch their app.
Scope of Project
Positioning & Brand Strategy
Stationary & Collateral
ATL & BTL Campaign Development Video Production Billboard Design
Perfecting the Essentials
Going into this project, Orcas didn’t have a solid visual identity with any guidelines to follow. Colors, typefaces and patterns were improvised making for an unclear visual language.
Crafting The Narrative
Orcas offered three services; babysitting, language tutoring
and academic tutoring.
Marketing for the three services hurt the brand. There was no
obvious focus. Working together with the Orcas team, we
created a narrative that would guide the brand and neatly
tie the three services together.
The services fit into the target market’s childhood timeline.
- Babysitting between ages 1-8. - Learning new languages between ages 3-10. - Tutoring between ages 8-16.
Following this line of thought, we arrived at the new tagline...
We are always with you
Building up to the launch, we decided to deploy a teaser
campaign on social media.
The goal was to relate to parents who need Orcas’ services
and empathize with them with a voice that does not patronize
them or make them feel guilty for needing Orcas.
Launching had to happen both on social media and on the
streets of Zamalek, a Cairo neighborhood with high target
market concentration and geographic definition.
Large billboards were deployed along the main axis cutting
Smaller billboards in active areas through the island made sure
everyone knew Orcas was coming!