FP7 McCann Cairo – Grand Egyptian Museum | Official Guide

The Grand Egyptian Museum Official Guide was created to redefine what a museum brochure could be—transforming it from a simple informational piece into a work of design storytelling that embodies the architecture, spirit, and identity of the Grand Egyptian Museum.

Commissioned by The Grand Egyptian Museum (GEM) and developed by FP7 McCann Egypt, the project was led by Mostafa Abdelmawla Ali, who directed the creative concept and design development with support from the FP7 design team and Head of Branding & Design, Ziad El Samahy.

What began as a brief to create a traditional foldout guide quickly evolved into a bold design exploration. The team saw an opportunity to craft something enduring—an object visitors could keep as both a functional guide and a collectible piece of design that reflects Egypt’s timeless heritage.

The concept drew inspiration from GEM’s iconic logo, itself derived from the museum’s striking architectural form. This geometric language guided every decision—from the die-cut cover that mirrors the museum’s façade, to the precise folds and structured grids that echo its angular lines and monumental geometry.

Inside, the layout flows in harmony, with visuals and typography arranged to mirror the museum’s architectural rhythm. Each spread connects seamlessly, inviting readers to experience the museum through design.
Special attention was given to the maps and navigation system, where custom icons inspired by ancient Egyptian symbols—such as the Eye of Horus and the Ankh (Key of Life)—were designed to guide visitors while preserving cultural authenticity. Dedicated pages showcase detailed maps, exhibition halls, and retail spaces, balancing clarity with aesthetic refinement.

The color palette pays homage to the museum’s environment and identity—anchored in black, white, and gold, with warm accents of deep orange and sandstone, evoking both the surrounding desert and the artifacts within.

The final result is a modern collectible that bridges the past and present, blending Egypt’s deep-rooted heritage with contemporary design. More than just a guide, it serves as an experience of discovery—a visual and tactile tribute to the world’s largest archaeological museum.