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Project Highlight

Alfy

Repositioning a Luxury Marble Brand for B2B Impact

El Alfy Saraya website hero section showcasing natural stone, wood working, and metal fabrication with luxury interior photography
ClientAlfy Premium Marble Manufacturer
My RoleCreative Director at Overpowered
ScopeCampaign strategy, art direction, social media redesign, website redesign
IndustryLuxury Marble / Architecture
Year2025

Alfy is a major marble manufacturer with presence across Egypt, the EU, and Dubai. The agency was producing weekly social media assets with no strategic direction. For a B2B brand, all the content was styled as B2C.

I shifted the approach entirely. Alfy’s real buyers are architects who specify materials for projects. I reframed the campaign to appeal to these decision-makers: marble in aspirational contexts showing warmth, luxury, and versatility. Stopped AI-generated renders in favour of graphic design-led compositions with real product photography.

El Alfy Saraya Deep Blue marble campaign design with editorial layout showing stone texture details and product description
Rocknest by El Alfy luxury furniture campaign with Feel The Luxury headline, featuring chair and lamp product styling

Result

70% increase in social engagement. The creative direction continues to be used months after my departure.

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