Dr. Abdelwahab
Dr. Abdelwahab, a biology teacher who turned an entire 12th-grade year into a brand, a book series, a website, and a community.
Before & after
Overview
Overview
Dr. Abdelwahab (‘Doctor Hoopa’) teaches biology and geology to Egyptian secondary-school students. His in-person classes were strong but his digital identity didn't exist. We built him a full brand (mark, distinctive Arabic typography, lab-inspired palette), helped him publish a book series (Biology + Geology in Arabic and English + a study notebook), and launched doctor-hoopa.com to anchor lessons and materials. We took him from 5K to 210K students on social, and made ‘Doctor Hoopa’ a name they ask for.
The challenge
Medical/scientific content on social is either too dry or too clickbait. At the same time, Dr. Abdelwahab wanted to publish his books and notebooks as real products, not just digital content. We needed one visual voice that worked across post, thumbnail, book cover, and website, all with the same DNA.
Our approach
A three-axis identity: a navy/orange/lab-green palette pulled from a biology lab; a cartoon-but-serious Arabic typography (‘في الطريق ملسوء’, ‘اجمد يا بطل’) that speaks to high schoolers; photoshoot direction with a skeleton and scientific props so a post is identifiable from across the feed. The move: the same visual language on Instagram lives literally on the book cover and on the website.
The outcome
210K followers, 8.5M+ views, a published book series in real bookstores (Biology + Geology, Arabic + English), a study notebook stacked in universities, and doctor-hoopa.com is now the go-to reference for 12th-grade biology students.
Before & after
Before & after
The numbers tell the rest of the story.
Subscribers
Before us
5K
210K
Total views
Before us
20K
8.5M
Engagement rate
Before us
3%
11%
Content playbook
Strategy & plan
The strategy behind every post: pillars, tone, and a real content calendar lifted from our internal planning docs.
Section 01Strategy
- 01
An identity for the secondary-school audience
A cartoon-but-serious type system in navy/orange/green, slogans (‘في الطريق ملسوء’) that borrow meme language: serious on content, light on form. Every design makes the student feel ‘Doctor Hoopa is talking to me.’
- 02
A steady reels engine
5 repeatable formats (quick explain, problem-walk-through, bio joke, study tip, comedy moment), each with a locked design cap. Production became reliable before creativity.
- 03
Printed editions
Full Arabic & English biology textbook, geology, a ‘roshetta’ of ideas, and a designed study notebook, all carrying the same brand language. The book became the biggest conversion for secondary students after the free content.
- 04
Website as the hub
doctor-hoopa.com brings together lessons, books, and class bookings. The feed is the door; the site is the house that earns the revenue.
Identity & logo system
Identity & logo system
The visual language we built for them.
Logo system
Brand palette
Lab Navy
#1F2837
Rust Orange
#E57C3D
Lab Green
#3F6E3F
Highlight Yellow
#FDE047
Social media designs
Social media designs
Templates and posts that carry the brand on every feed.
Social presence
Dr. Abdelwahab
@doctor.hoopa
Tangible work
Real things in real hands
Printed editions, packaging, merch: pieces that get held, not just scrolled past.
Edition details
Website & student portal
Website & student portal
The full digital home: landing page + member dashboard. Scroll inside the frame.
Landing page
In their words
I'm a teacher before anything else. These people turned my classroom into a brand students recognise on Instagram, on a bookshelf, and on a website. All the same DNA.
Dr. Abdelwahab
Biology & Geology Teacher · doctor-hoopa.com
Other client stories
Other client stories
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