Strategy by day.

Stories by night.

Available for hire

Strategy by day.

Stories by night.

Available for hire

Strategy by day.

Stories by night.

Available for hire

Resume

Freelance
Product Designer

Freelance

Creative strategist and designer with an architectural foundation, working across brand strategy, identity systems, and visual direction. Experience spans hospitality, culture, government, film, and lifestyle shaping brands from concept to real-world execution.

Creative strategist and designer with an architectural foundation, working across brand strategy, identity systems, and visual direction. Experience spans hospitality, culture, government, film, and lifestyle shaping brands from concept to real-world execution.

2025 - Current

Visual

Design Manager

Leading brand strategy and visual systems for cultural, governmental, and commercial clients, overseeing digital-first identities, campaigns, and long term brand output.

Leading brand strategy and visual systems for cultural, governmental, and commercial clients, overseeing digital-first identities, campaigns, and long term brand output.

2024 - 2025

Senior

Creative Designer

Developing hospitality and lifestyle brands from concept to launch, covering identity systems, guest-facing touchpoints, and multi brand rollouts.

Developing hospitality and lifestyle brands from concept to launch, covering identity systems, guest-facing touchpoints, and multi brand rollouts.

2022 - 2024

Senior

Brand

Designer

Part of large-scale rebrands and hospitality launches, leading visual identity, events, and international activations including COP28 and Paris 2024.

Part of large-scale rebrands and hospitality launches, leading visual identity, events, and international activations including COP28 and Paris 2024.

2017 - Current

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.

Damascus roots, architectural mind.
Strategy and culture through visual design.

Damascus roots, architectural mind.
Strategy and culture through visual design.

A creative mind operating between strategy and culture using design to structure ideas and stories to carry meaning.

Brand Strategy

Positioning, naming, and narrative frameworks that give brands clarity and intent.


Creative Direction

Visual and conceptual direction across identity, campaigns, and content.


Identity Systems

Logos, typography, and visual systems built with architectural logic and real-world scale.


Research

Insight into how culture and visuals shape perception, identity, and experience.


A creative mind operating between strategy and culture using design to structure ideas and stories to carry meaning.

Brand Strategy

Positioning, naming, and narrative frameworks that give brands clarity and intent.


Creative Direction

Visual and conceptual direction across identity, campaigns, and content.


Identity Systems

Logos, typography, and visual systems built with architectural logic and real-world scale.


Research

Insight into how culture and visuals shape perception, identity, and experience.


A creative mind operating between strategy and culture using design to structure ideas and stories to carry meaning.

Brand Strategy

Positioning, naming, and narrative frameworks that give brands clarity and intent.


Creative Direction

Visual and conceptual direction across identity, campaigns, and content.


Identity Systems

Logos, typography, and visual systems built with architectural logic and real-world scale.


Research

Insight into how culture and visuals shape perception, identity, and experience.