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Yasmeen Ayyashi

Experiential/Visual Designer + Design Researcher

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  • LevelSenior
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsGraphic Designer - UI & UX Designer - Art Director - Creative Director - Creative Designer - User Experience Designer - Interface Designer - Lead UI - Lead UX Designer - Narrative Copywriter - Brand Consultant - Brand Strategist - Creative Graphic Designer

Projects

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Do you really want to delete project INTRANSIENCE: Shaping the Legacy of a Decaying Place?

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Do you really want to delete project Formless?

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Do you really want to delete project NOVELLIC - UI/UX + Branding?

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Do you really want to delete project LVMH: SEPHORA?

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Do you really want to delete project Future Scoping: Stratford 2025 - Health, Wellbeing and the Future of Urban Mobility. ?

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Do you really want to delete project FORMLESS (BOOK)?

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Do you really want to delete project L'Officiel Levant?

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Do you really want to delete project Design Fiction: Second Skin?

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Do you really want to delete project Nike Design Innovations ?

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Do you really want to delete project Rye Lane?

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Do you really want to delete project Brand Identity: Ola Medanat Jewelry ?

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Do you really want to delete project Album Cover Design & Illustration: Zeid and the Wings?

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Do you really want to delete project Sony Music Middle East ?

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Do you really want to delete project Website: ArabNet Developer Tournament?

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About me

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 narratives, UX/UI, brand experience design, retail design, and critical cultural experiences.

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Skills

  • Events
  • Print Design
  • Design
  • Illustrator
  • Photoshop
  • UI
  • Branding Identity
  • Branding Promotional Collateral
  • Design Creative
  • Design Environmental Design Exhibition Design Experiential
  • UI Desgin
  • Branding Visual Identity
  • Design Artworking Processes
  • Branding Corporate Identity Typography Logo Design
  • Branding Packaging
  • Narrative Design
  • Narrative Environments
  • Narrative
  • Spatial Design
  • Spacial Design
  • Spacial Planning
  • Spatial Graphics
  • Analytical Writing
  • Anecdotal Writing
  • Brand Writing
  • Brief Analysis
  • Brief Development
  • Brief Interrogation
  • Brief Interpretation
  • Brief Writing
  • Brand Experience
  • Brand Experiential
  • Visitor Experience
  • User Expereince
  • Analytical Thinking
  • Conceptual Thinking
  • Journey Mapping
  • Visual Communiation

Work history

2017

Narrative Experience Designer

INTRANSIENCE

Oct 2016 - Jun 2017
  • London, United Kingdom
  • Full Time
  • 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.

2016

Visual / UI/UX Designer

Holition

Sep 2016 - Sep 2016
  • London, United Kingdom
  • Internship
  • 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.

2016

Designer/Art Director/Collaborator

Retail Value x Central Saint Martins

Apr 2016 - May 2016
  • London, United Kingdom
  • Full Time
  • 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.

2016

Narrative Designer/Collaborator

ARUP Foresight x Central Saint Martins

Jan 2016 - Apr 2016
  • London, United Kingdom
  • Full Time
  • 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.

2015

Designer/Collaborator

LVMH x Central Saint Martins

Sep 2015 - Dec 2015
  • London, United Kingdom
  • Full Time
  • 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.

2015

Lead Visual/ UI/UX Designer

Novellic

Aug 2014 - Sep 2015
  • London, United Kingdom
  • Freelance
  • 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

2014

Scriptwriter

Untethered

Jan 2014 - Jul 2014
  • Amman, Jordan
  • Freelance
  • 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.

2015

Designer

Self-Employed

May 2012 - Sep 2015
  • Jordan
  • Freelance
  • 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.

2012

Brand Consultant/Designer

Tanasuk

Dec 2011 - Dec 2012
  • Amman, Jordan
  • Freelance
  • Re-branding the company, designing the interior and furniture for their main office in Jordan, and creating sculptures and artwork for the space.

2011

Designer and Illustrator

Sony Music Middle East

Sep 2011 - Nov 2011
  • Dubai, United Arab Emirates
  • Freelance
  • Package design, layout and illustration work for various albums.

2013

Brand Designer

ARABNET

Feb 2011 - May 2013
  • Beirut, Lebanon
  • Freelance
  • 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.

2011

Art Director of L'Officiel Levant

Aïshti

Oct 2010 - Jan 2011
  • Beirut, Lebanon
  • Freelance
  • 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.

2010

Art Director

DDB

May 2010 - Oct 2010
  • Beirut, Lebanon
  • Freelance
  • 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.

2010

Designer

Self-Employed

Aug 2009 - Sep 2010
  • Amman, Jordan
  • Freelance
  • Worked on several branding projects as a self-employed designer. Clients include Emirates Alpha, Outlook Finance and HEAT for Engineering and Technology.

2009

Narrative Experience Designer

Formless

Mar 2009 - Apr 2009
  • Amman, Jordan
  • Full Time
  • 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'.

2009

Designer

Syntax

Nov 2006 - Jul 2009
  • Amman, Jordan
  • Full Time
  • 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.

2005

Designer

Plazm Media

Jun 2005 - Aug 2005
  • Portland, United States
  • Internship
  • 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.

Education

2017

MA Narrative Environments

University Of The Arts London

Sep 2015 - Jul 2017
  • Central Saint Martins, Granary Building, 1 Granary Square, Kings Cross, London N1C 4AA, UK

2006

BFA Graphic Design

American University of Beirut

Oct 2001 - Jun 2006
  • Beirut, Lebanon

Awards

2017

  • Graduated with a Distinction in MA Narrative Environments from Central Saint Martins.

2009

Grant for the Arts

Young Arab Theatre Fund

  • A grant from www.yatfund.org for the production of my first solo installation entitled 'Formless', exhibited in Amman, Jordan (2009), and Beirut, Lebanon (2010).