As a Designer with over 10 years of experience, I've dedicated my career to crafting brand narratives and visual stories that resonate with audiences and elevate brand identities. My expertise lies in creating compelling designs with a holistic approach; one that blends aesthetics with strategy, considering every touchpoint of the brand experience, from market research, consumer insights, and brand concept to visual design.
My career began in the world of advertising, where I learned the power of storytelling and its impact on consumer behaviour. This experience has been the cornerstone of my brand strategy philosophy: that every brand has a unique story waiting to be told.
My latest work has been crafted with an interest in design for sustainability & social responsibility, and the field of Arabic typography.
Beyond my professional endeavors, I am an Artist and a Bookworm, who loves exploring themes that revolve around ideas to do with the human mind and the human experience, spirituality, culture & identity, poetry, and the visual language of allegory.
Work history
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Senior Brand DesignerSkyne Visionaries
- Dubai, United Arab EmiratesFreelance
My role as a Senior Designer at Skyne was to work on the brand strategy, and the visual identities of the following brands: “Inanna Reborn: wearable spiritual creations that empower every woman”, for her highness Sheikha Bodour bint Sultan bin Muhammad Al Qasimi, “Meliha Dairy Farm” the UAE’s first-of-its-kind organic dairy farm in Sharjah that raises sustainability benchmark and “SellAnyCar renamed as Kayishha” Saudi Arabia’s car trading platform.
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Lead DesignerINSTITUTE ON STATELESSNESS AND INCLUSION
- London, United KingdomPart Time
My role as a Lead Designer at ISI was to conduct and create projects that act as an initiative to raise awareness and to advocate for the rights of stateless children to education. The main projects were ‘StatelessHub’ visual identity and website design, ‘The Global Movement against Statelessness’ - ‘World Conference on Statelessness 2024’ - ‘Stateless School’ - ‘Global Stateless Fund brand identities, and ‘The Girl Who Lost Her Country’ Arabic illustrative publication.
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Skills
- Branding Design
- Typography Design
- Art Direction
- Advert Design
Education
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Bachelor of Fine Arts in Graphic DesignAmerican University of Beirut -AUB
- Beirut, Lebanon
BFA, Bachelor of Fine Arts in Graphic Design, American University of Beirut, Department of Architecture and design. A four year program with areas of emphasis in graphic and communication design, publications, typography, interactive and web design. Mac and
PC literate. Proficient user of Adobe InDesign, Illustrator, Photoshop and After effects.