I love telling stories, & a brand for me is a story that needs telling. I care deeply about the intricate visual process involved in branding a product and giving it a voice. Working in graphic design for more than a decade gave me in-depth experience in developing visual concepts. I appreciate & master numerous hand printing techniques as well as digital & analog photography skills.
- Patterns from the Sun documentaryInspired by our combined love for storytelling through design, I participated in a collaborative project with designer Noha Khaled and Director Mohamed Taimour on a documentary film for the Film My Design festival. Cyanotype prints were collected from our hike in Sinai, then digitized into patterns which were screen printed on fabrics and turned into fashion products. Movie link: https://vimeo.com/433443728
- JinjaChallenge: Visual identity for an Egyptian brand that has multiple product lines; swimwear, baby shoes, perfumes, and accessories. Solution: I captured the diversity of things coming together through puzzle-like elements in the logo and packaging, while assigning a graphical element and a color to each line.
- KofeChallenge: Visual identity for Kofe a brand with two lines; coffee and cosmetics. The challenge here was to create two different yet unified concepts for each line. Solution: Came up with a branding with a geometrical pattern system, with two different color schemes to differentiate the lines with a different slogan for each line.
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Projects credited in
- The traditional Z to A alphabet bookThis project looked at the subject of epistemology, forcing us to combine it with a cultural artefact. We choose to look at the project as a means to inform people on the meaning of the word through circumventing traditional ideas, in this case we decided to use the cultural artefact of a kids books and flip it on its head.
- Sharing ChaptersThis was a D&AD submission we created for Penguin. The idea was to get people talking about books again, so we created a place where people could do just that. We created an eye catching plinth that would give passer's by a chapter of a book that they could read and share with their friends, no account necessary. We designed the platform to facilitate the sharing and saving of chapters, but also to allow people to buy the books if they enjoyed what they read.