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Fady El-Masry

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Creative Point


 Portfolio | Fady El-Masry 2008

Index:

Index

Introduction ............................................................................ 5- 7 Biography ............................................................................ 8- 11 Points of Strength ............................................................................ 12- 15 My Philosophy ............................................................................ 16- 19 Nasr City ............................................................................ 20- 25 Orascom ............................................................................ 26- 29 Lecico ............................................................................ 30- 43 EFG Hermes ............................................................................ 44- 61 Beltone ............................................................................ 62- 73 Arafa Holding ............................................................................ 74- 77 Nile Water ............................................................................ 78- 81 Orientory ........................................................................... 82- 95 Cocktail ............................................................................ 96-101 photographic ............................................................................ 102-125 Artwork ............................................................................ 126-139 Certificates & Awards ............................................................................ 140-147

Fad Creative Point

This booklet about how Fady El-Masry as a designer study and solve his advertising campaign and what is this solutions?


Rivie

Portfolio | Fady El-Masry 2008

Introduction


 Portfolio | Fady El-Masry 2008

Introduction: This booklet is a Part II of the old booklet and portfolio “ Fady El-Masry “ . It is the summary of my new style and concepts in the 2007 /2008 First I would like to thank everyone who helped me in this year specially: Linda Magdy Chriss Loud owner of Asp May El-Hazak copy writer of Oriantry Sally El-Dars owner of “dmicreative “ Frank Di Mauro managing director of “dmicreative “ Nile Davis Creative Director for Dmicreative My professors: Dr. Mohamed Mokhtar Satour Dr. Ahmed EL Sherbeny Dr. Gihan Elrify Dr. Mohamed Ardash Dr. Naglaa Samir Dr. Hassan El Aasar Dr. Mahmoud Samy Dr. Ahmed Awad Haytham Nawar Sarah Mustafa

Introduction

And all of the staff members of my faculty, faculty of Applied Arts o6u

Atlas has been created for busy ofessionals .who demand fresh ideas to life

Atlas has been created for busy professionals who demand valuefor-money without quality compromise. This versatile range has .contemporary styling and grace that brings fresh ideas to life


Portfolio | Fady El-Masry 2008

Biography


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Portfolio | Fady El-Masry 2008

Biography Fady Maher El-Masry Art director & “Advertising designer (Graphics and Web)” Born in 3 December 1982 in Cairo Egypt Studied advertising designing from 2001 in the faculty of Applied Arts and Specialized in Advertising and Printing systems (Graphics Designing). He graduated from Faculty of Applied Arts, 6th of October University (July 2006) with rating v.good and rank 5th

Won some awards In 2007, he won the best ad in the third week of March 2007. in 2007, he won the cup of “Elkraza” … for the best computer design in all the Coptic churches all over the world. His B.SC Project was the Cultural Events in the Egyptian Museum (In cooperation with the ARCE). The ARCE “American Research Center in Cairo was the sponsor for the B.SC Project and he drew more than 3000 sketch of statues and carvings, jewellery, papyrus, ammunition and pottery from the Egyptian museum; in addition to sketches from the Exhibitions inside the museum.

Now he has a good knowledge and experience in: Production, Quality, Marketing, Environmental Advertising Design & ISO 14000 Standard Certificate, Montage & Mixage, keywords and how to get them for e-ads, Google add words for “image, movies and flash”, XHTML, DHTML, testing tricks for web, semantics and Egyptology.

He started working in the advertising career in 2003 Animator designer in Egyptian Television in Maspiro (July 2004), (July 2005). Drawing , animation and creating the cartoon characters for the Introduction and Ending of TV programs (titres) and editing them in the special channels on the Egyptian TV. Reason of leaving is to continue studying in the university for the exams. Graphics designer in Palm Press for printing services (August 2005). Drawing maps and creating the design of tourism booklet and responsible its processing. Reason of leaving is to continue studying in the university for the exams. Graphics designer for Rotary Act El Mansorya (current services). Design and processing for any kind of media for the club and it events. Web and Graphic designer in Ripple “ASP Internet Professionals” (July 2006). Web Designer in a team with eight other graphic designers: submitting logo proofs, website screenshots and developing websites, Design and create ads. Reason of leaving Closure of the Designing Department that used to serve the US market. Art director & Creative in Orintory art director (May 2007).

Biography

Responsible for designing and processing the ads of both the company and its clients and making the layout of the websites. Designing and processing the directory of the company and making the layout of the websites Managing my team that consists of the copyrighter, illustrators and the designers. As well as working in parallel with and in cooperation with the Marketing team and meeting the clients. Reason of leaving The agency need to decrease my salary because it couldn’t pay me. The company got sold to another company . Creative director in Dmicreative in UK (December 2007) Responsible for designing and processing both the ads of the company and clients and making the layout of the websites. Managing my team that consists of the copyrighter, illustrators and the designers. As well as working in parallel with and in cooperation with the Marketing team and meeting the clients.

Biography

Atlas has been created for busy professionals who demand valuefor-money without quality compromise. This versatile range has .contemporary styling and grace that brings fresh ideas to life

Reason of leaving It was a temporary job for maximum 6 months and I need to find fixed work for a long time.


Portfolio | Fady El-Masry 2008

Points of Strength


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Where you find my works? Creative Advertising, Graphics & Web designer and art Director where creativity is required. Flexibility to change my style according to the style of the agency or the Target group. UNDERSTANDING computer’s applications as the concept which it’s based on Graduated from Faculty of Applied Arts, Specialized in: Advertising & Printing System (Graphics Designing) Freedom in my ideas Experience for 5 years: form 2004 in the field of advertising Have British, American and Middle East experience . Understand advertising as a concept of life Have a good computer package of applications in Mac or IBM as well as the applications’ basics Active, creative, motivated and works under pressure. Able to creatively solve designing problems or problems caused by programs. Able to work for long hours without being bored. Able to work as a part of a team. Able to lead teams. (projects team work leader in college for the whole 5 years) Able to teach others and transmit information. Able to create marketing plans. Able to create advertising slogans. Art director for the campus. Creative photographer. Creative artist for painting, acting and directing.

2008

Have good knowledge and experience: keywords and how to get it, Google add words for “image, movies and flash”, testing tricks for web, Movie montage & mixage, Directing, Marketing, Semantics and Egyptology.

2007 2006 Lecico

Portfolio | Fady El-Masry 2008

Points of Strength

Why

2004 2005 Have British, American medal east experience .

Speed of increzing


Portfolio | Fady El-Masry 2008

Definition of My Philosophy


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Portfolio | Fady El-Masry 2008

Definition of My Philosophy You can find the light when you’re sitting in the darkness inside you. If you can’t see it today; you may see it tomorrow. Hence keep up working till you find the path that leads you to the light that resides inside you. Advertising is how to say the truth in a way to make people admire your product even if has some faults. The ads must be eye catching as a primary aim whether it carries a small or a big message. As long as you study your product, you can find the concept easily which makes it easy for you to find a creative idea. Ideas are the most special thing you can give because they express your uniqueness. Finding an idea isn’t that hard but what is really hard is to find a creative idea. Advertising design in not just some art work or shapes; it must be based on strategy and concepts which will lead us to the corporate identity. To be an advertising designer, you must have the talent of designing, experience and academic study too. It is not enough to have the talent since art has an academic study and analysis set up from a sum of basics and concepts. If you have either or both talent experience, you may have a creative design but for only one piece of work. On the contrary, the designer must have good designs in every piece of work, so if you have the talent and experience as well as the basics and concepts of this academic study, you’ll be able to be creative in every design you do. Academic study alone, on the other hand, is not sufficient. What can rules do without the talent or experience? To give good work and creative ideas, you must enjoy a stable kind of life in a friendly working environment. If you feel that you are happy in what you do, your output of work will be good. This gives you a feeling of stability that will make you more relaxed and your mind will be more alert. Hence your work productivity curve will be up and it will be easier to find your creative point . In order to fulfil such stable atmosphere needed for a designer, there must be fixed hours of work with a good salary. When you start a design, try to keep your mind focused and away of any stress or pressure. The friendly working atmosphere makes you able to reach the best creative results with the team you are working with. Stability and relaxation are the basic sources for a good design. You can find the light when you’re sitting in the darkness inside you. If you can’t see it today; you may see it tomorrow. Hence keep up working till you find the path that leads you to the light that resides inside you. “Good Ads Present Something New, Fresh and Clear”

My Philosophy

Definition of

Pholsphy of Fady El-Masry

Atlas has been created for busy ofessionals .who demand fresh ideas to life

Atlas has been created for busy professionals who demand valuefor-money without quality compromise. This versatile range has .contemporary styling and grace that brings fresh ideas to life


Portfolio | Fady El-Masry 2008

Nasr City

Housing & Development


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Portfolio | Fady El-Masry 2008

Type: Presentation Date of design: January 08

Type: website

Nasr City

Housing & Development

Date of design: January 08

Nasr City Housing & Development

It’s re branding for it I use the sharp craves to say that we have the modern designing with the sharp strong rules of housing & development, first thing remove the old logo and change it to “NCHD” in Arial font to be easy download this new in any computer system & to be faster in any mobile 3G service and this “NCHD” easy to remember, we use the pastel worm cooler to point that we change this land aria that we have.


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Portfolio | Fady El-Masry 2008

Type: Brochure Date of design: January 08

Type: Folder

Nasr City

Housing & Development

Date of design: January 08

Nasr City Housing & Development

has been developing mega plots for tens of thousands of middleincome Egyptians and installing infrastructure and utilities since 1959. Initially, the main purpose was to develop land on 4.5 million m2 of Nasr City and the surrounding area on the outskirts of Cairo, developing parcels of land to be sold and rented for and housing and commercial use.

Type: Letterhead Date of design: January 08


Portfolio | Fady El-Masry 2008

Orascom

Construction Industries


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Portfolio | Fady El-Masry 2008

Type: Rollups ad

Construction Industries

Orascom

Type: Advertising ad

Orascom Construction Industries

Date of design: March 08 Type: Advertising ad Date of design: March 08

(OCI) is a leading construction contractor active in emerging markets. Based in Cairo, we employ more than 40,000 people in over 20 countries. Working together with our employees, business partners and customers, we are helping to build the future in developing countries around the world. (OCI) have concept and rule & template for advertising, so we can see here how I follow this Concepts and templates without any braking for this rules.

Type: Advertising ad Date of design: January 08


Portfolio | Fady El-Masry 2008

Lecico


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Portfolio | Fady El-Masry 2008

Type: Advertising ad

Lecico

Date of design: March 08

Lecico starting

Manufacturing bathroom suites and sanitaryware in Egypt some 45+ years ago. Now producing thousands of pieces of the finest ceramic sanitaryware per day Lecico has grown to become a global brand leader, crafting in excess of six million ceramic bathroom pieces per annum.

Type: Advertising ad Date of design: February 08


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Portfolio | Fady El-Masry 2008

Type: Advertising ad Date of design: March 08

Type: Advertising ad

Lecico

Date of design: February 08

Lecico supplies

Wide range of bathroom ceramics, brassware and accessories including: Modern bathroom suites, traditional bathroom suites, bathroom suites for the less abled and special needs, commercial ceramic sanitaryware products, water saving bathroom suites, space saving bathroom suites.

Type: Advertising ad Date of design: March 08


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Portfolio | Fady El-Masry 2008

Type: Advertising ad Date of design: February 08

Type: Advertising ad Date of design: March 08

Type: Flyer ad

Lecico

Date of design: December 08

Type: Advertising ad Date of design: February 08

Lecico company

Lecico strives to create a unique range of bathroom products to meet differing needs, budgets and taste. With our excellent tradition of service Lecico is committed to your requirements. Lecico is committed to continued investment in quality and design. Our dedicated R&D department ensures continuous dedication to the art of producing leading edge bathroom ceramics.


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Portfolio | Fady El-Masry 2008

Type: Advertising ad

Lecico

Date of design: March 08

Lecico company

Lecico continues to invest in technology to ensure that innovative products work perfectly to the highest standards and quality assurances are maintained for our domestic and commercial markets. Our vitreous china is manufactured in compliance with BS3402 British standard specification of quality vitreous china appliance - BSi, FECS.


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Portfolio | Fady El-Masry 2008

Type: Catalog

Lecico

Date of design: January 08

maximize your pool investment Lecico company

add extra enjoyment and pleasure using your pool protect your health offering ultra clean drinking water save cost heating water by using solar energy


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Portfolio | Fady El-Masry 2008

Type: Catalog

Lecico

Date of design: January 08

Lecico History

Lecico has come a long way since its modest early beginning of 1000 pieces of sanitary ware per day. The company was the pioneer in the ceramics business in the Middle East and its origin goes back to 1959 when it started its first manufacturing facility in Lebanon.


Portfolio | Fady El-Masry 2008

EFG Hermes


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Portfolio | Fady El-Masry 2008

Type: Annual report “First section� Date of design: January 08

EFG Hermes

Brief: Here I try to use the illustration to prove the concept of freedom, powerful and strong line how can change the world to follow his concepts.

Annual report

document a company presents at Annual General Meeting for approval by its shareholders, or a charitable organization presents its trustees. The report is made up of reports and financial statements


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Portfolio | Fady El-Masry 2008

Type: newsletter

Date of design: January 08

Date of design: February 08

EFG Hermes

Type: newsletter

EFG Hermes newsletter

Focus and inside track is newsletter but focus is target the clients of EFG Hermes& inside track target the employers of EFG Hermes so it internal newsletter.


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EFG Hermes

Portfolio | Fady El-Masry 2008 Advertising ad

Type: Advertising ad Date of design: December 07 Brief: You can do every thing online easier than using phone of any othe media u can do what u need by your self.

Advertising is a form of communication whose purpose is to inform potential customers about products and services and how to obtain and use them. Many advertisements are also designed to generate increased consumption of those products and services through the creation and reinforcement of brand image and brand loyalty. For these purposes advertisements often contain both factual information and persuasive messages.

Type: Advertising ad Date of design: December 07 Brief: It documentary ad to show the new Board of director the EFG Hermes.


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Portfolio | Fady El-Masry 2008

Type: Corporate presentation Date of design: March 08

EFG Hermes

Brief: Here I try to follow the new corporate identity of the new barding.

Corporate presentation

Multimedia presentations can be live or recorded. A recorded presentation may allow interactivity via a navigation system. A live multimedia presentation may allow interactivity via interaction with the presenter or performer.


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Portfolio | Fady El-Masry 2008

Type: Brochure

EFG Hermes

Date of design: February 08

ITIEM :

EFG Hermes, ONEonONE Mar 08

A4 envelope, Brochure, Printed Invitation, DL envelope for invitation, Letterhead and Continuation sheets, Note Pads, With Comps Card, Airport Bus Signs, Bus poster signs, Multimedia CD cover and label, Research CD cover and label, Nancy Agram CD cover and label, Cocktail stick flags, Door signs for 1x1 sessions, Flash stick box, Football flyer , Info Signs 3 sizes(150 x 210, 120 x 210 &20 x 42), Bedouin night Menu, Gala night Menu, Lunch Menu, Name tag, PPT , Research, booklet, Rollups 3 sizes ( 150 x 210, 120 x 210& 20x 42), T-Shirts and Back drop.


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Portfolio | Fady El-Masry 2008

Type: Event website Date of design: January 08

Type: e invitation

EFG Hermes

Date of design: January 08

EFG Hermes, ONEonONE Mar 08

Providing an opportunity for investors, business and political leaders to come together in one location to share expertise and advice candidly, the annual Conference has consistently attracted major investors from around the globe, with this year being no exception: At this year’s Conference, over 200 investors from the United States, Europe and the Middle East, had one-to-one access to corporate heads and decision makers from leading regional companies with a total market


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Portfolio | Fady El-Masry 2008

Type: Cocktail stick flags Date of design: February 08

Type: Hotel sign Date of design: February 08

Type: Notepad

EFG Hermes

Date of design: February 08

Type: DL envelope for invitation Date of design: January 08

Type: Folder

EFG Hermes, ONEonONE Mar 08

I use the green of EFG With the map to say that they cover all the world and specialize the medal east and the doted map to match the shape of the screen in t h brokerage to say that we have the concept of how to mange the brokerage.

Date of design: February 08


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Portfolio | Fady El-Masry 2008

Type: T shirt Date of design: February 08

Type: invitation

EFG Hermes

Date of design: January 08

EFG Hermes, ONEonONE Mar 08

Type: Nancy Agram CD cover and label Date of design: January 08

representing prominent regional companies, continue to confirm the Middle East huge potential for expanding trade, exports and foreign direct investment. Type: Center Piece Portrait Date of design: February 08


Portfolio | Fady El-Masry 2008

Beltone


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Portfolio | Fady El-Masry 2008

Type: website Date of design: January 08

Type: Credentials Presentation

Beltone

Date of design: January 08

Beltone Financial

Presentation is the process of presenting the content of a topic to an audience. A website is a collection of Web pages, images, videos or other digital assets that is hosted on one or more web servers, usually accessible via the Internet.


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Portfolio | Fady El-Masry 2008

Type: News letter Cover Date of design: December 07

Type:News letter Issue

Beltone

Date of design: January 08

is one of the fastest-growing investment banks in the Middle East and North Africa, offering institutional and high-net-worth clients a full range of services from corporate finance and asset management to securities brokerage, private equity and research. Beltone Financial

Founded in 2002 by a group of Egyptian financial services pioneers with decades of regional and international experience, Beltone has emerged as the investment bank of choice for brand-name companies in fields as diverse as information technology, telecommunications, agrifoods and textiles


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Portfolio | Fady El-Masry 2008

Type: Event website Date of design: January 08

Beltone

Type: Poster signs Date of design: January 08

ITIEM : A4 envelope, Brochure, Printed Invitation, DL envelope for invitation, Letterhead and Continuation sheets, Note Pads, With Comps Card, Airport Bus Signs, Bus poster signs, Multimedia CD cover and label, Research CD cover and label, Nancy Agram CD cover and label, Cocktail stick flags, Door signs for 1x1 sessions, Flash stick box, Football flyer , Info Signs 3 sizes(150 x 210, 120 x 210 &20 x 42), Bedouin night Menu, Gala night Menu, Lunch Menu, Name tag, PPT , Research, booklet, Rollups 3 sizes ( 150 x 210, 120 x 210& 20x 42), T-Shirts and Back drop.


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Portfolio | Fady El-Masry 2008

Type: envelope

Beltone

Date of design: December 07

Beltone First “Egypt Day” concept

Type: e invitation Date of design: December 07

The concept in this is the conation between Egypt and USA and the place of the event is New York Stock Exchange (NYSE), the most impotent Egyptian client is Orascom Construction Industries (OCI). We my concept you can see the mixing between Egypt as Orascom Construction Industries (OCI) & USA as York Stock Exchange (NYSE).

Type: EFD Forms Date of design: January 08

Type: Invite Soft US version Date of design: December 07


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Portfolio | Fady El-Masry 2008

Type: Brochure

Type: Invite

Type: Invite

Date of design: December 07

Date of design: December 07

Type: InviteEnvelope

Type:Diner menu

Date of design: December 07

Date of design: January 08

Beltone

Date of design: January 08

Beltone Financial Brings First “Egypt Day� to the United States

organizing First Egypt Day at the New York Stock Exchange (NYSE) on February 4th, 2008. It will be a unique occasion that will include ringing the Closing Bell on the NYSE Trading Floor. The Ceremony will be broadcast on terrestrial TV worldwide, reaching tens of millions of viewers.


Portfolio | Fady El-Masry 2008

Arafa Holding


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Portfolio | Fady El-Masry 2008

Type: Annual report “First section� Date of design: March 08

Arafa Holding

Brief: I need to say that they stylish.

It new agency in the UK brokerage. It like a new barding for it. Arafa Holding

Arafa Holding takes pride in its evolution during the past years and is becoming today a diverse organization with employees, customers and suppliers throughout the different continents of the world. Today Arafa Holding is acknowledged by the industry elites as a pivotal contributor in the textile and apparel industry in Egypt and worldwide.


Portfolio | Fady El-Masry 2008

Nile Water


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Portfolio | Fady El-Masry 2008

Type: Invition and Envelop Date of design: March 2008 Brief:

Nile Water

we can see in the invitation how i use the material to prove our concept witch is the pure water, in the envelope I use the same image to follow the corporate identity of advertising.

Type: Corporate brochure Date of design:

07

Brief: Here I try to say that he offer this product to have a pure water

maximize your pool investment NILE WATER SYSTEMS

add extra enjoyment and pleasure using your pool protect your health offering ultra clean drinking water save cost heating water by using solar energy


Portfolio | Fady El-Masry 2008

Orientoy


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Portfolio | Fady El-Masry 2008

Type: Indoor Poster Date of design: November 07

Orientoy

Brief: Here I try to say that we give you 25% that big sale.

About Orientory

Type: Indoor Poster Date of design: November 07 Brief: It will send with magazine so we need you to stop and be attention and because we give you 25% that big sale so we every one know it.

Established 2004 as a Commandite Company Limited by Shares (CCLS), Orientory’s objective is to integrate corporations and entrepreneurs’ requirements and interests through a reliable network, providing valuable services.

Type: Indoor Poster Date of design: November 07 Brief: Here I try to say that It our Christmas offer, we offer 25% that big sale.


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Portfolio | Fady El-Masry 2008

Type: Rollup Banner

Type: Rollup Banner

Type: Rollup Banner

Date of design:

Date of design: October 07

Date of design: September 07

Brief: We are the winners whatever how is our competitor, even his sine in yellow, and how we win can be move.

Brief: We are professionals we match our target group what is a+, we r flexible and easy to update our systems.

07

Orientoy

Brief: I try to say there is new style we will have by the winter season.

About Orientory

Type: Rollup Banner Date of design: October 07 Brief: I try show that there in new shape for website, how can you find every thing you needs even the art work that by the match between the hand and mouse sine.

Our aim is to help the business professional find exactly what they are looking for in the least time possible and pay the precise prices in return for valuable services. To do this, we have built Orientory, the Egyptian and Middle Eastern only business-focused search engine and directory for corporations and entrepreneurs.

Type: Rollup Banner Date of design: September 07 Brief: We aren’t juniors in our market but we are seniors.


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Portfolio | Fady El-Masry 2008

Type: Magazine AD

Type: Magazine AD

Date of design: October 07

Date of design: August 07

Orientoy

Type: Magazine AD

Orientory

Date of design: November 07 Brief: We are the winners whatever how is our competitor, even his sine in yellow, and we have job vacations.

takes Egypt corporations and entrepreneurs as its base data. We’ll be improving our search utility, expanding our business directory to include the Middle Eastern corporations and entrepreneurs, and introducing new ways for business marketers to reach qualified customers.

Type: Magazine AD

Type: Magazine AD

Date of design: September 07

Date of design: October 07


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Orientoy

Portfolio | Fady El-Masry 2008

Type: Magazine AD

Type: Magazine AD

Date of design: July 07

Date of design: November 07

Type: Magazine AD Date of design: July 07

Type: e-AD Date of design: September 07 Orientory

work is based on the actual needs of Egyptian and Middle Eastern corporations and entrepreneurs, from providing reliable and accurate information, to implementing efficient business channels.


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Portfolio | Fady El-Masry 2008

Type: Outdoor

Orientoy

Date of design: August 07

Orientory offers

Printed version of its directory, which is a distinguished trend in its strategy, for it enables wide-ranging promoting for the corporations and entrepreneurs listed in the directory. Those in-prints reach highcaliber audiences twice a year.

Type: Outdoor Date of design: August 07


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Portfolio | Fady El-Masry 2008

Type: Outdoor Date of design: August 07

Type: Outdoor Date of design: August 07 Type: Outdoor Date of design: August 07

Type: Outdoor

Orientoy

Date of design: August 07

Business Directory

Type: Outdoor Date of design: August 07

A simple directory service called a naming service maps the names of network resources to their respective network addresses. With the name service type of directory, a user doesn`t have to remember the physical address of a network resource; providing a name will locate the resource. Each resource on the network is considered an object on the directory server. Information about a particular resource is stored as attributes of that object. Information within objects can be made secure so that only users with the available permissions are able to access it. More sophisticated directories are designed with namespaces as Subscribers, Services, Devices, Entitlements, Preferences, Content and so on. This design process is highly related to Identity management.

Type: Outdoor Date of design: August 07


Portfolio | Fady El-Masry 2008

Cocktail


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Cocktail

Portfolio | Fady El-Masry 2008 Mercedes-Benz

The past, present and future of Mercedes-Benz have always been driven by a strong ‘Spirit of Innovation’. Discover the remarkable passion behind our name, through the people and cars that have made history.


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Cocktail

Portfolio | Fady El-Masry 2008 Graphics History

The earliest graphics known to anthropologists studying prehistoric periods are cave paintings and markings on boulders, bone, ivory, and antlers, which were created during the Upper Palaeolithic period from 40,000 - 10,000 B.C. or earlier. Many of these were found to record astronomical, seasonal, and chronological details. Some of the earliest graphics and drawings known to the modern world, from almost 6,000 years ago, are that of engraved stone tablets and ceramic cylinder seals, marking the beginning of the historic periods and the keeping of records for accounting and inventory purposes. Records from Egypt predate these and papyrus was used by the Egyptians as a material on which to plan the building of pyramids; they also used slabs of limestone and wood. From 600-250 BC, the Greeks played a major role in geometry. They used graphics to represent their mathematical theories such as the Circle Theorem and the Pythagorean theorem.


Portfolio | Fady El-Masry 2008

Photographic


105

Photographic

Portfolio | Fady El-Masry 2008 Photography

the process of recording pictures by means of capturing light on a light-sensitive medium, such as a film or electronic sensor. Light patterns reflected or emitted from objects expose a sensitive silver halide based chemical or electronic medium during a timed exposure, usually through a photographic lens in a device known as a camera that also stores the resulting information chemically or electronically. Photography has many uses for both business and pleasure. It is often the basis of advertising and in fashion print. Photography can also be viewed as a commercial and artistic endeavor.


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Photographic

Portfolio | Fady El-Masry 2008 Photography

The word “photography” comes from the French photographie which is based on the Greek words φως phos (“light”), and γραφίς graphis (“stylus”, “paintbrush”) or γραφή graphê (“representation by means of lines” or “drawing”), together meaning “drawing with light.” Traditionally, the product of photography has been called a photograph, commonly shortened to photo.


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Photographic

Portfolio | Fady El-Masry 2008 Uses of photography

Photography gained the interest of many scientists and artists from its inception. Scientists have used photography to record and study movements, such as Eadweard Muybridge’s study of human and animal locomotion in 1887. Artists are equally interested by these aspects but also try to explore avenues other than the photo-mechanical representation of reality, such as the pictorialist movement. Military, police, and security forces use photography for surveillance, recognition and data storage. Photography is used to preserve memories of favorite times, to capture special moments, to tell stories, to send messages, and as a source of entertainment. Commercial advertising relies heavily on photography and has contributed greatly to its development.


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Photographic

Portfolio | Fady El-Masry 2008 History of photography

Photography is the result of combining several technical discoveries. Long before the first photographs were made, Ibn al-Haytham (Alhazen) (965–1040) invented the camera obscura and pinhole camera, Albertus Magnus (1193–1280) discovered silver nitrate, and Georges Fabricius (1516–1571) discovered silver chloride. Daniel Barbaro described a diaphragm in 1568. Wilhelm Homberg described how light darkened some chemicals (photochemical effect) in 1694. The fiction book Giphantie, by French author Tiphaigne de la Roche, described what can be interpreted as photography.


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Photographic

Portfolio | Fady El-Masry 2008 History of photography

Photography as a usable process goes back to the 1820s with the development of chemical photography. The first permanent photograph was an image produced in 1826 by the French inventor Nicéphore Niépce. However, the picture took eight hours to expose, so he went about trying to find a new process. Working in conjunction with Louis Daguerre, they experimented with silver compounds based on a Johann Heinrich Schultz discovery in 1724 that a silver and chalk mixture darkens when exposed to light. Niépce died in 1833, but Daguerre continued the work, eventually culminating with the development of the daguerreotype in 1839.


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Photographic

Portfolio | Fady El-Masry 2008 History of photography

Meanwhile, Hercules Florence had already created a very similar process in 1832, naming it Photographie, and William Fox Talbot had earlier discovered another means to fix a silver process image but had kept it secret. After reading about Daguerre’s invention, Talbot refined his process so that it might be fast enough to take photographs of people. By 1840, Talbot had invented the calotype process, which creates negative images. John Herschel made many contributions to the new methods. He invented the cyanotype process, now familiar as the “blueprint”. He was the first to use the terms “photography”, “negative” and “positive”. He discovered sodium thiosulphate solution to be a solvent of silver halides in 1819, and informed Talbot and Daguerre of his discovery in 1839 that it could be used to “fix” pictures and make .them permanent. He made the first glass negative in late 1839


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Photographic

Portfolio | Fady El-Masry 2008 History of photography

In March of 1851, Frederick Scott Archer published his findings in “The Chemist� on the wet plate collodion process. This became the most widely used process between 1852 and the late 1880s when the dry plate was introduced. There are three subsets to the Collodion process; the Ambrotype (positive image on glass), the Ferrotype or Tintype (positive image on metal) and the negative which was printed on Albumen or Salt paper.


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Photographic

Portfolio | Fady El-Masry 2008 History of photography

Many advances in photographic glass plates and printing were made in through the nineteenth century. In 1884, George Eastman developed the technology of film to replace photographic plates, leading to the technology used by film cameras today.


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Photographic

Portfolio | Fady El-Masry 2008 Digital photography

Form of photography that utilizes digital technology to make digital images of subjects. Until the advent of digital technology, photography used photographic film to create images which could be made visible by photographic processing. Digital images can be displayed, printed, stored, manipulated, transmitted, and archived using digital and computer techniques, without chemical processing.


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Photographic

Portfolio | Fady El-Masry 2008 Digital photography

One of several forms of digital imaging. Digital images are also created by non-photographic equipment such as computer tomography scanners and radio telescopes. Digital images can also be made by scanning conventional photographic images.


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Photographic

Portfolio | Fady El-Masry 2008 Photographic cameras

The camera or camera obscura is the image-forming device, and photographic film or a silicon electronic image sensor is the sensing medium. The respective recording medium can be the film itself, or a digital electronic or magnetic memory. Photographers control the camera and lens to “expose” the light recording material (such as film) to the required amount of light to form a “latent image” (on film) or “raw file” (in digital cameras) which, after appropriate processing, is converted to a usable image. Modern digital cameras replace film with an electronic image sensor based on light-sensitive electronics such as charge-coupled device (CCD) or complementary metal-oxide-semiconductor (CMOS) technology. The resulting digital image is stored electronically, but can be reproduced on paper or film.


Portfolio | Fady El-Masry 2008

Artwork


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Artwork

Portfolio | Fady El-Masry 2008 Shutter (photography)

In photography, a shutter is a device that allows light to pass for a determined period of time, for the purpose of exposing photographic film or a light-sensitive electronic sensor to light to capture a permanent image of a scene. A shutter can also be used to allow pulses of light to pass outwards, as in a movie projector or signal lamp.


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Artwork

Portfolio | Fady El-Masry 2008 Exposure (photography)

n photography, exposure is the total amount of light allowed to fall on the photographic medium (photographic film or image sensor) during the process of taking a photograph. Exposure is measured in lux seconds, and can be computed from exposure value (EV) and scene luminance.


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Portfolio | Fady El-Masry 2008 Determining exposure

The zone system is another method of determining exposure and development combinations to achieve a greater tonality range over conventional methods by varying the contrast of the <filmâ&#x20AC;&#x2122; to fit the print contrast capability. Digital cameras can achieve similar results (high dynamic range) by combining several different exposures (varying only the shutter speeds) made in quick succession. Today, most cameras automatically determine the correct exposure at the time of taking a photograph by using a built-in light meter, or multiple point meters interpreted by a built-in computer, see metering mode. Negative/Print film tends to bias for exposing for the shadow areas (film dislikes being starved of light), with digital favouring exposure for highlights. See latitude below.


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Artwork

Portfolio | Fady El-Masry 2008 Computer graphics

There are two types of computer graphics: raster graphics, where each pixel is separately defined (as in a digital photograph), and vector graphics, where mathematical formulas are used to draw lines and shapes, which are then interpreted at the viewerâ&#x20AC;&#x2122;s end to produce the graphic. Using vectors results in infinitely sharp graphics and often smaller files, but, when complex, vectors take time to render and may have larger filesizes than a raster equivalent.


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Artwork

Portfolio | Fady El-Masry 2008 Drawing

A visual art which makes use of any number of drawing instruments to mark a twodimensional medium. Common instruments include graphite pencils, pen and ink, inked brushes, wax color pencils, crayons, charcoals, chalk, pastels, markers, stylus, or various metals like silverpoint. An artist who practices or works in drawing may be referred to as a draftsman or draughtsman.


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Artwork

Portfolio | Fady El-Masry 2008 Drawing

A small amount of material is released onto the two dimensional medium which leaves a visible mark - the process is similar to that of painting. The most common support for drawing is paper, although other materials such as cardboard, plastic, leather, canvas and board, may be used. Temporary drawings may be made on a blackboard or whiteboard, or indeed almost anything. The medium has also become popular as a means of public expression via graffiti art, because of the easy availability of permanent markers.


Portfolio | Fady El-Masry 2008

Certificates

& Awards


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Certificates & Awards

Portfolio | Fady El-Masry 2008

• Graduated from Faculty of Applied Arts, 6th of October University (July 2006). • Address: General axis- Part 1/1- 6th of October City. • Specialized in: Advertising and Printing systems (Graphics Designing). Education:

• Rank: 5th. • Rating: V.Good. • B.SC Project: Cultural Events in the Egyptian Museum (In cooperation with the ARCE). • Project Grade: V.Good.

El-Kraza Cup in the digital design for the all Coptic churches in the entire world.


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Certificates & Awards

Portfolio | Fady El-Masry 2008

www.fadyelmasry.blogspot.com Old Prtofolio : http://www.4shared.com/file/18894004/c7f37fde/Fady-El-Masry.html My CV. : http://www.4shared.com/file/30333458/7851f6ad/FadyMaherEl-Masry.html My links

www.flickr.com/photos/21019096@N07/show/ Certificates From Egyptian Television in Maspiro


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Portfolio | Fady El-Masry 2008

Address: 4 Housine st./Ali El-Kasar st.\ Cairo, Egypt Fady Maher El-Masry

Tel: +2 (02) 25 88 57 29 Gsm: +2 (012) 71 091 71 e-mail: fadyelmasry@hotmail.com


Portfolio | Fady El-Masry 2008 Art director & “Advertising designer (Graphics and Web)” where creativity is required? Gsm: +2 (012) 71 091 71 e-mail: fadyelmasry@hotmail.com Design by Fady El-Masry Copyright by Linda Magdy Fad ©


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