Welcome to the Nest.

Social Owls is a strategy-first social media and branding agency in the UAE & Egypt. We’ve built, grown and given a voice to 66 brands. Ten rooms, one per industry: pick a room, meet the brand, see the work.

Pick a room → meet the brand → see the posts, reels and identities.

66Brand partners

10Rooms of work

EG · UAETwo offices

2021The nest was built

Who we are

Strategy first. Content second.

We build positioning, identity and social media systems that connect content to business growth, not vanity metrics.

Strategy before content. Most brands don’t have a content problem. They have a strategy problem.
Built for each market. What works in Egypt doesn’t automatically work in the UAE, so we plan around how each audience behaves.
One system. Identity, content, community, media and reporting run together, so every post has a job to do.

Your host

Mary Gaied

The founding owl.

13+ years in digital marketing, on both the agency and the client side. Lead instructor and course developer of the certified Social Media Management course for the Middle East by Skillful Academy. Specialised in brand and digital strategy, content creation, media planning and buying, and reporting.

How the house runs

Seven services.

Brand Consultancy

Brand audit
Brand strategy & positioning
Brand architecture
Messaging & tone of voice

Brand Identity

Corporate identity
Logo & visual system
Literature system
Brand guidelines
Marketing templates

Digital Branding

Digital strategy
Content strategy
Content development
Brand asset management

Social Media Management

Social media strategy
Profiles management
Creative concepts & design
Community management

Content Creation

Photography
Videography
Reels & short-form video
Product & lifestyle shoots

Digital PR

Influencer management
Media management
Reputation management
Content marketing

Media Planning & Buying

Media strategy
Paid social campaigns
Budget allocation
Audience targeting
Reporting & analytics

Our work, by industry

Pick a room.

Travel & Tourism

Branding

Brands we built.

All branding projects →

Identities, guidelines and packaging, from the first sketch to the shelf.

Hush Burgers & MoreLoud flavour, playful voice. Pets welcome.

Monica BakesContent you can almost taste.

Pinchos Tapas BarSpanish tapas, shot to start the evening early.

LyveOnline ordering made easy, in the market’s own dialect.

Le DentisteRedefining your dentistry experience.

Cool EatsA frozen-food brand built to stop shoppers in the freezer aisle: a bilingual English and Arabic logotype, a six-colour palette and a custom display face.

Project PavilionThe digital centre of every project, where teams align and work flows. Two interlocking p’s form an infinity loop.

TwitchA malt drink with a green-leaf grin: a bold logotype, one colour per flavour, and bilingual type in Carlgine, Adgothic, Satoshi and Cairo.

Maxi RushA caffeinated carbonated drink from Maxi Egypt, in two flavours: Classic and Red Dragon.

Wear the DressA quiet-luxury identity for a fashion styling brand: a signature wordmark, a WD monogram and soft nudes.

The Jewelry House

her’A possessive mark for a brand that caters to its clientele, from swing tag to business card.

Case studies

Results, not noise.

Case study · The Clinic

Engagement beat awareness.

On LinkedIn, for M Group Holding.

A medical manufacturer with operations in Egypt, Sudan and Ghana. The question: which LinkedIn spend was actually working?

The brief

Make sense of M Group’s LinkedIn: organic posts and paid campaigns, side by side, with one clear answer on where the budget should go.

What we did

Built an interactive performance dashboard covering organic and paid metrics, then compared campaign objectives head to head.

What we found

The engagement-focused campaign delivered strong CTR and follower growth against a brand-awareness boost. Video beat text posts on engagement.

Swipe for more →See the M Group work →

Case study · Branding

Built from day one.

Project Pavilion, from blank page to brand.

A project-management software brand we have worked with from the very beginning, before it had a logo, a look or a voice.

The brief

Give a new software system a brand people trust with their work: clear, organised and confident from the first screen.

What we did

Logo, brand guidelines and the line “Plan. Track. Deliver.” Then the ongoing content and design that put the brand to work.

What it means

One partner from first sketch to everyday posts, so the brand that launched is the brand people still see today.

Swipe for more →See the Project Pavilion work →

Case study · Branding

The grammar of a brand.

her’, premium sportswear for women.

Branding and brand guidelines for a premium women’s sportswear label, built around one small, possessive mark.

The brief

A sportswear brand for women that feels personal, premium and theirs, not another logo on a waistband.

What we did

The her’ identity and guidelines: the possessive apostrophe, a nude, sage, khaki and gold palette, and type with character.

How we told it

“The Grammar of a Brand”: the thinking behind the identity, turned into a 7-slide carousel and a reel.

Swipe for more →See the her’ work →

Good to know

Questions, answered.

What does Social Owls do?

Social Owls is a strategy-first social media and branding agency. We build brand positioning, visual identities and social media content systems that connect content to business results, from strategy and design to community management, paid media and reporting.

Where is Social Owls based?

We have two offices, in Egypt and the UAE, and we work with brands across the UAE & Egypt.

Which industries do you work with?

We have worked with 66 brand partners across travel & tourism, food & beverage, retail, fashion & beauty, tech, medical & aesthetics, engineering & building materials, and events & entertainment.

What makes your approach different?

Most brands don’t have a content problem, they have a strategy problem. We start with positioning and audience behaviour in each market, then build content that supports awareness, intent and conversion, rather than chasing vanity metrics.

Do you create brand identities as well as social media?

Yes. Our branding work covers brand strategy, logo and visual systems, brand guidelines and marketing templates. You can see identities we built on our branding page.

How do I start a project with Social Owls?

Email letstalk@socialowls.agency or call +971 50 508 9055 (UAE) or +20 155 633 1102 (Egypt).

Every room here started as a blank one

Yours is next.

letstalk@socialowls.agency

UAE +971 50 508 9055

Egypt +20 155 633 1102

Instagram ↗LinkedIn ↗Facebook ↗TikTok ↗

Welcome to the Nest.

Strategy first. Content second.

Mary Gaied

Seven services.

Brand Consultancy

Brand Identity

Digital Branding

Social Media Management

Content Creation

Digital PR

Media Planning & Buying

Pick a room.

The Departure Lounge

The Kitchen

The Walk-in Closet

The Control Room

The Clinic

The Workshop

The Playroom

The Guest Room

The Studio

The Darkroom

Brands we built.

Results, not noise.

Engagement beat awareness.

The brief

What we did

What we found

Built from day one.

The brief

What we did

What it means

The grammar of a brand.

The brief

What we did

How we told it

Questions, answered.

Yours is next.