BUILD THE THINKING.

BUILD THE WORLD.

Available

BUILD THE THINKING.

BUILD THE WORLD.

Available

BUILD THE THINKING.

BUILD THE WORLD.

Available

Creative Lead


Freelance
Product Designer

Freelance

Creative Lead with 8+ years across brand strategy, identity and brand experience, working across government, hospitality, culture and entertainment in the UAE and wider region.

I take brands from positioning and concept through identity, launch and implementation, leading creative teams and aligning clients and external partners along the way.

My architectural background brings a systems-led approach to building brands that work across digital, physical and cultural touchpoints.

Creative Lead with 8+ years across brand strategy, identity and brand experience, working across government, hospitality, culture and entertainment in the UAE and wider region.

I take brands from positioning and concept through identity, launch and implementation, leading creative teams and aligning clients and external partners along the way.

My architectural background brings a systems-led approach to building brands that work across digital, physical and cultural touchpoints.

2026 - Present

Spatial Strategy & Creative Communication Lead

Asia Football Group (AFG) · Freelance

Developing movement and spatial communication systems for AFC Asian Cup Saudi Arabia 2027, translating architectural plans, operational guidelines and match-day routes into clear map systems and visual narratives.

Developing movement and spatial communication systems for AFC Asian Cup Saudi Arabia 2027, translating architectural plans, operational guidelines and match-day routes into clear map systems and visual narratives.

Led brand strategy, identity and creative direction across government, cultural and commercial accounts, coordinating teams and external partners from concept through delivery.

2025 - 2026

Visual Design Manager

Cosmopole

Led brand strategy, identity and creative direction across government, cultural and commercial accounts, coordinating teams and external partners from concept through delivery.

Led brand strategy, identity and creative direction across government, cultural and commercial accounts, coordinating teams and external partners from concept through delivery.

Led brand strategy, identity and creative direction across government, cultural and commercial accounts, coordinating teams and external partners from concept through delivery.

2024 - 2025

Senior Creative Designer

Arada

Built and developed brands across hospitality, wellness, student living and fitness, taking concepts from early direction through launch and rollout.

Built and developed brands across hospitality, wellness, student living and fitness, taking concepts from early direction through launch and rollout.

2022 - 2024

Senior Brand Designer

Erth

Part of the core team behind the transformation of Armed Forces Officers Club into Erth Abu Dhabi, leading creative across hospitality brands, events and international activations.

Part of the core team behind the transformation of Armed Forces Officers Club into Erth Abu Dhabi, leading creative across hospitality brands, events and international activations.

2017 - 2026

Independent

Creative

Working with founders, artists, and institutions on brand strategy, identity systems, and visual direction across culture, hospitality, and lifestyle sectors.

Working with founders, artists, and institutions on brand strategy, identity systems, and visual direction across culture, hospitality, and lifestyle sectors.

2016–2021

Bachelor of Architecture · University of Damascus

Nothing worth building begins with what can be seen.

Nothing worth building begins with what can be seen.

Start a conversation

Start a conversation

Strategy sets the direction. Design builds the system.

Creative direction across brands, identities, campaigns and experiences from the first idea through real-world implementation.

Brand Strategy

Positioning, narrative and concept development that give brands a clear direction and reason to exist.

Creative Direction

Conceptual and visual direction across identity, campaigns, content and launches.

Identity Systems

Brand systems designed to work consistently across digital, physical and cultural touchpoints.

Brand Experience

Translating brands into hospitality, F&B, environments, events and real-world experiences.

Strategy sets the direction. Design builds the system.

Creative direction across brands, identities, campaigns and experiences from the first idea through real-world implementation.

Brand Strategy

Positioning, narrative and concept development that give brands a clear direction and reason to exist.

Creative Direction

Conceptual and visual direction across identity, campaigns, content and launches.

Identity Systems

Brand systems designed to work consistently across digital, physical and cultural touchpoints.

Brand Experience

Translating brands into hospitality, F&B, environments, events and real-world experiences.

Strategy sets the direction. Design builds the system.

Creative direction across brands, identities, campaigns and experiences from the first idea through real-world implementation.

Brand Strategy

Positioning, narrative and concept development that give brands a clear direction and reason to exist.

Creative Direction

Conceptual and visual direction across identity, campaigns, content and launches.

Identity Systems

Brand systems designed to work consistently across digital, physical and cultural touchpoints.

Brand Experience

Translating brands into hospitality, F&B, environments, events and real-world experiences.