With over 10 years of experience in the field of design, I have been able to expand my practice from visual and digital design, to spatial design, currently working in designing narrative and immersive visitor experiences, after having graduated with distinction from MA Narrative Environments at Central Saint Martins. My work ranges from design fictions and future-scoping, to urban and community-based narrative experiences, UX/UI, brand experience design, retail design, and critical cultural experiences.Locked Pro Plan feature
A critical immersive and interactive experience that places visitors in the moment of the collapse of the West Pier, Brighton, and debates the themes and narrators that could shape the legacy of a decaying place. • Research and Analysis of the site’s history, as well as stories of the community surrounding it. • Concept development and design of the narrative structure and spatial planning of the experience. • Created the visuals, script and designed the materiality and structure of the space. • Sourced a team of diverse collaborators.
Work placement as part of my MA at Central Saint Martins. • Researched and designed pitches for high-end brand retail experiences for COACH and Scabal in London, focusing on AR experiences that elevate the respective brand narratives.
A collaboration with MA Material Futures. The work was exhibited in YiHaus Retail Village in Shanghai for 6 months, with an estimated reach of over 2.5 million visitors in that period. • Research and analysis of global trends to inform a dystopian future scenario that looks at the cross between art, beauty and technology in 2050. • Designed the narrative scenario, future storyworld, and future artefact in collaboration with MA Material Futures. • Designed an immersive spatial experience set in Shanghai’s Future. • Directed a 30-second film depicting the dystopian scenario.
A speculative work that aimed to look at a future scenario exploring wellbeing and urban mobility in Stratford, London, in 2025. The work was displayed in an exhibition by the Museum of Architecture in London in 2016. • Research and analysis of global trends affecting the design of cities. • Developed personas and potential stakeholders and actors in Stratford 2025, and designed an emotional map of the scenario. • Designed the storyworld, and future scenario, as well as a future artefact that was a result of the actants that shaped the city.
Finalist in a competition held by LVMH and Central Saint Martins to design the new store experience for SEPHORA’s flagship store in Paris. • Research and analysis of the brand’s customers, current in-store and online experience, and identifying gaps in the market that present opportunities to engage the target audience. • Developed personas and scenarios for current and new ‘phygital’ experiences. • Designed the Sephora Playbook, containig a new modular system for the store’s interiors and furniture, as well as a system for adapting the store experience that allows employees to change the store experience overnight to accomodate for different narratives, with the aim of increasing customer dwell-time.
Lead designer for Novellic, an app for creating and joining bookclubs, with a strong focus on genre fiction, helping readers make meaningful connections online and IRL through books they love. The most prominent feature is the highly curated bookstore that is populated by users’ tags, in which subgenres appear in a highly visual flat structure. • Designed the brand identity for the app. • Lead UX designer • Lead UI/Visual Designer
A short fiction film about a group of children living in a village under an unusual form of oppression, who create their own whimsical world of stories in order to resist the circumstances they live in. The script was selected for the BOSCH production workshop and is currently being redeveloped along with co-writer Mais Salman.
A range of projects in branding, UI/UX and exhibition design for several clients in Beirut, Amman, Dubai, London and New York. Clients include The Other Issue, Arabnet Digital Conference, Evida Medical, Ola Medanat Jewelry, and Makan Art Space.
Re-branding the company, designing the interior and furniture for their main office in Jordan, and creating sculptures and artwork for the space.
Package design, layout and illustration work for various albums.
Brand strategy & design: freelance-based project. Branding the ArabNet digital conference 2012, which entailed creating the design templates for all electronic and print communication material, as well as stage design, and outdoor and indoor branding at the conference itself.
Art Director of L’Officiel Levant. Handling art direction, design and content editing for L’Officiel Levant. Corporate design work was also done for AISHTI’s local communications.
Art Director and Web Designer. Tasks included creating campaigns for different products, implementing designs across various media, packaging design and web design, as well as scripting and recording voiceovers for radio spots and TVCs. Clients included PepsiCo, Henkel, Patchi.
Worked on several branding projects as a self-employed designer. Clients include Emirates Alpha, Outlook Finance and HEAT for Engineering and Technology.
Funded by a grant from The Young Arab Theatre Fund. First solo installation exploring the form or formlessness of identity. The work aimed to create a conversation about the definition of identity, away from any generically imposed terms that are usually used as tools to converse about it, and pose a series of questions that attempt to redefine the terms 'identity', 'form', and 'formlessness'.
Worked on various projects in branding, web design, publication design, signage design and illustration. Clients included ARAMEX, The Explorer, Al Ahli Bank, Makan Art Space, Jordan Tourism Board, Amman Municipality, Play 99.6, Landmark Hotel, PostaPlus and Spring Web Development. Working at syntax also meant contributing to company culture through monthly presentations on typography, animation, signage, art and design.
A three-month internship where i was given the responsibility of handling design and art direction for both PLAZM Design and PLAZM Magazine. Tasks included art direction for photoshoots, illustration for various projects, handling branding projects from A-Z, researching and contacting international designers to be featured in the magazine, and handling the production of all of the projects i was assigned. Clients included: NIKE, Girls Rock, PNCA, PLAZM Magazine.
Graduated with a Distinction in MA Narrative Environments from Central Saint Martins.