A brand at a crossroads: Creativito’s journey from survival to significance

Learning outcomes By the end of this case study, students should be able to Case overview/synopsis Mona El Bardaie, co-founder and managing partner of Creativito, had guided her Cairo-based agency from a small startup to a recognized name in event management, brand activation and digital communication. Alongside her partners, Mohamed el Shafie and Mohamed Ragab, Bardaie led Creativito through rapid growth, regional expansion and a challenging pivot during the COVID-19 crisis. By 2024, despite Creativito’s impressive client list, the brand no longer reflected the company they had become. Their identity felt outdated, their messaging was unclear and their growth relied too heavily on referrals. Faced with this disconnect, the founders knew a pivotal decision had to be made: should Creativito embrace a bold rebrand to reflect its evolution, or stay the same, maintaining the familiarity and stability their clients trusted? This case explores the team’s challenge of choosing between a bold leap toward reinvention or the comfort of preserving what had long kept them successful. Complexity academic level This case is designed for undergraduate and postgraduate students in courses related to entrepreneurship, marketing and strategic management, particularly those addressing topics such as brand management, brand positioning, growth strategies and organizational change. Subject code CSS3: Entrepreneurship.