The Matgarak Launch

A brand does not become real when the logo is approved. It becomes real the first time people stand in front of it. For Matgarak — the group’s own e-commerce venture — that night was an open-air watch party in Cairo, and our job was every part of it.

What we ran

This was not a stand at someone else’s event. We handled the brand on the ground and the experience around it, so the first impression matched the identity we had built on screen.

• Brand identity applied across screens, flags and signage
• Branded merchandise for the team and guests
• Stage and screen content, including live interactive games
• Event photography and video for the campaign that followed

Why an agency should run the room, not just the feed

It is easy to design a logo and hand it over. It is harder to stand in a venue at 9pm and make sure the screen colour is right, the merch arrived, and the crowd has a reason to stay. That gap between the brand book and the real world is exactly where most launches quietly lose their impact.

Running it end to end is the same idea behind everything we do — build, market, sell, ship. The launch is just the moment where all four stages have to work at once, in public.

The result

A full venue, a crowd that stayed through the night, and a library of photography and video that carried the campaign long after the screens were packed away. Matgarak went from a name to a brand people had actually experienced.

Planning a launch of your own? Tell us what you’re building and we’ll map out what the night should look like.