ELEMENT HOOKAH CATERING
OVERVIEW
is a catering service provided by Element Group, a brand founded by Kareem Alaqrabawi in late 2018. The company specializes in delivering a premium hookah lounge experience to private events, offering an assortment of flavors and exceptional customer service to all different kinds of events.
Element Hookah Catering
SERVICES
Brand Strategy
Digital Audit
Campaign Management
Brand Partnerships​​
Social Media Management
Content Strategy
Content Briefs
Event Sponsorship
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Project Management
Creative Asset Management
Experiential Marketing​​
Event Production
THE GOAL
Develop a distinct brand identity and marketing strategy that appeals to contemporary Arab American audiences, crafting a unique brand voice and content strategy that sets Element Hookah Catering apart from competitors in the industry.
CAMPAIGN OVERVIEW
BRAND STRATEGY
BRAND THERAPY
I conducted a comprehensive digital audit for Element Hookah Catering, analyzing its online presence and identifying key areas for growth. Through this process, I defined the brand’s pillars, voice, and short and long-term goals, ensuring a cohesive identity that resonates with its target audience. I provided in-depth content references, a curated moodboard, and strategic direction for social media to enhance engagement and visibility. My assessment and recommendations were packaged into two tailored decks: a Brand Bible, outlining the company’s identity, target audience, and values, and a Digital Strategy Deck, offering a clear roadmap for content, messaging, and audience engagement. See below for the final deck links.
SOCIAL MEDIA MANAGEMENT
I managed Element Hookah Catering’s social media by creating and scheduling content, writing copy, and maintaining a content calendar. I developed a strategy to increase engagement and brand visibility, aligning posts with the brand's identity. In addition to the content I personally ideated and produced, I briefed the in-house designer on static assets, provided creative direction, and tracked their completion to ensure timely execution.
CONTENT CREATION
I created original content for Element Hookah Catering, including photography, video clips, and graphics tailored for social media and marketing use. I developed engaging captions and copy that aligned with the brand’s voice while ensuring a consistent aesthetic across all platforms. My work focused on showcasing the brand’s offerings in an appealing way, optimizing content for engagement, and establishing a unique brand voice that would separate Element Hookah Catering from industry competitors.
EXPERIENTIAL MARKETING
BACKGROUND
Element Hookah Catering's primary service is hookah catering at a variety of events, whether its birthday parties, music video shoots, weddings, and more. To advance Element's brand awareness and community footprint, we collaborated with a local Egyptian artist by the name of Kamel to sponsor his first ever headline show.
EVENT CURATION
I began by scouting venues that met all specifications required by both the artist team and the hookah catering company, ultimately deciding on El Cid on Sunset. With the venue secured, I worked closely with the artist team to book Kamel’s headline show, serving as the liaison between the venue and the artist team while also representing Element Hookah Catering to ensure seamless brand integration. I curated a lineup of artists to precede Kamel’s performance, intentionally shaping the event’s musical direction and overall atmosphere. In addition to handling the production advance, I advised on sponsorship strategy, including raffling off a custom-made hookah, and ensured brand visibility at every stage. From music curation to strategic brand placement, I crafted an immersive experience that resonated with both the audience and stakeholders.
MARKETING STRATEGY
I worked with the team to coordinate a press shoot ahead of the show, ensuring each artist had high-quality promotional photos to generate buzz and align with the event’s branding. I managed all creative assets, setting up ticketing links and providing the venue with marketing materials to maximize outreach. Additionally, I consulted on a strategic hookah integration within the press shoot, creatively incorporating brand visibility in a way that felt authentic and engaging. By aligning visuals, promotions, and sponsorship elements, I helped craft a cohesive marketing strategy that elevated both the event and the brand’s presence, ultimately leading to over 150 people in attendance.
