matter is a comprehensive branding and strategic design consultancy that specializes in building and evolving brands across diverse global and regional markets. The agency operates at the intersection of strategy and creativity, positioning itself as a partner for high-growth companies and established enterprises seeking to establish or redefine their market presence. By integrating specialized services such as food innovation and brand localization, Matter facilitates the development of cohesive identities that resonate with specific consumer segments.
Market Position and Client Portfolio
matter maintains an extensive portfolio featuring prominent international and regional entities across multiple sectors, including finance, technology, real estate, and FMCG. Notable collaborations include strategic work for Amazon, the Central Bank of Egypt, and Zain Jordan, as well as consumer-facing projects for Nestle (Mega Ice Cream), Twix, and Wimpy. The agency’s expertise in the real estate and urban development sectors is evidenced by its engagements with SODIC, Mostakbal City, Midar, and The Waterway Developments. Additionally, the firm has a significant footprint in the healthcare and food and beverage industries, servicing brands such as Vezeeta, Cilantro, Egypt Foods, and Domty.
Core Service Offering
The agency’s service architecture is designed to address the full lifecycle of brand development. Key capabilities include brand strategy, identity creation, and specialized food innovation industries. matter also provides localization services, as demonstrated by its work in adapting the Amazon brand for local markets. The firm’s output spans various media and touchpoints, from 5G technology launches for Zain to the development of “guilt-free luxury” experiences for Mela and the “Fresh Side of Life” positioning for Domty.
Leadership and Organizational Culture
The firm is led by a senior executive team including Managing Partner Magd el Sherif, Chief Strategy Officer Mohamed Abbas, and Creative Directors Islam Hassan and Amr Thabet. The organizational culture is built on a framework of curiosity, synergy, and the collaboration of diverse individual experiences. This multidisciplinary team, which includes specialists in traffic management, business development, and graphic design, focuses on creating a culture dedicated to brand creation and strategic growth. The internal structure emphasizes an open mindset to celebrate differences and leverage a wide spectrum of passions to drive brand inspiration.
The breadth of matter’s portfolio and its specialized focus on innovation suggest a robust capacity for managing complex, multi-sector brand transformations.