Every brand has one idea worth building. The work is finding it, and making everything carry it.

Experience

1. 2025 — Now
   Senior Art Director · Leoden DentsuBrand identity, campaigns and production for corporate, government and consumer clients.

   Leads creative execution on brand identity and integrated campaigns for corporate, government and consumer clients, taking each project from strategy and concept through production. Runs video productions and photoshoots end to end, presents to clients, leads pitches and mentors junior designers. Highlights include co-directing the Al Emlaq Ramadan TVC and building Ma’an Development Company’s master brand and sub-brand architecture.

2. 2023
   Branding Specialist · Memac OgilvyBrand development for Jawwal in Palestine and SILZ in Saudi Arabia.

   Short-term engagement with the branding team, translating brand positioning into scalable identity systems for regional clients, contributing to brand development for Jawwal in Palestine and SILZ in Saudi Arabia.

3. 2023
   Senior Art Director · Chain ReactionLed the creative team behind a Bronze at the Picasso D’or Awards.

   Led the creative team across branding and campaign projects, shaping creative strategy around client objectives and directing execution across digital and social platforms. The team won Bronze at the Picasso D’or Awards in the Mall category.

4. 2019 — 2021
   Art Director · Magenta ConsultingBehaviour-change campaigns and identities for UNICEF and development programs.

   Directed creative strategy and behaviour-change campaigns for government, aid and development programs across MENA, West Africa and South Asia, turning research findings into clear, accessible materials adapted to each cultural setting. Designed Magenta’s own identity and guidelines, contributed to UNICEF Tunisia’s Positive Parenting campaign and UNICEF Lebanon’s QUDWA branding, and designed the “Underneath the Surface” research publication.

5. 2014 — 2017
   Senior Graphic Designer · Dot.joDesigned Samsung’s Facebook microsite, later adopted as its official website.

   Developed brand awareness campaigns across digital and print and produced social content and marketing collateral for national brands. Joined as a Junior Designer in 2014 and was promoted to Senior in 2015. Designed Samsung’s Facebook microsite, which was later adopted as its official website.

6. 2011 — 2013
   Graphic Designer · The Online ProjectTwo Facebook Studio Awards nominations, for Nestlé Arabia and Nawras Oman.

   Started as a Design Finalizer preparing artwork for delivery, then moved into design as a Junior Designer managing the online presence of national and international brands. Designed interactive social campaigns to grow engagement, including Facebook apps for Nestlé Arabia and Nawras Oman, each nominated at the Facebook Studio Awards.

7. 2010 — Now
   Creative Consultant · IndependentIdentities and campaigns for cultural, entertainment and development clients.

   Delivers brand identities, campaigns and creative consultancy for cultural, entertainment and development clients alongside full-time roles. Work includes the EUNIC identity for the European Film Festival and European Day of Languages, and the identity for an Austrian Embassy workshop at the Jordan Museum. Also taught Adobe design workshops in Azraq Refugee Camp with Relief International.