Different brands, different stories, different ideas. 9 brands across 8 industries: each piece shaped around the brand behind it, the audience it needed to reach, and the feeling it had to leave behind.
A car dealer, a nursery, a perfume house and a money-counting machine have nothing in common, except that each one has a few seconds to stop someone scrolling. Using one house style for all of them would make every brand look like the designer instead of itself.
Start from the brand, not from a template: its audience, its dialect and its culture. That is why the Egyptian money machine jokes about the evil eye, the Gulf driver campaign speaks about helping a friend, and the Saudi car offer stays calm and premium.
The visual language changes every time; the thinking behind it doesn't.
Concept, art direction and design for every campaign, plus the Arabic headline writing and typography, and the presentation boards you see here.
Hover a name to preview its work, click to open it.
Use the arrows, swipe, or pick a board below. Click the image to see it full screen.
Rather than following one visual formula, every project became a chance to explore a different direction and create something that feels true to the brand it represents.
Colours extracted from each board. Click one to copy it.
Whatever your industry, the work starts with understanding what your brand needs to say, and who it needs to say it to.
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