Originally from Egypt, I grew up across the GCC, adopting a diverse set of cultures that have shaped my creative perspective. My academic journey took me to the UK, where I earned a Bachelor’s degree in Fine Arts and a Master’s in Communication Design, providing me with a strong foundation in visual storytelling, design, and the role of creativity in social and commercial contexts. Now based in Dubai, my creative practice spans branding, creative direction, graphics, and experiential / event design.

 

Specialising in branding and creative strategy, I focus on shaping identities that resonate beyond aesthetics, ones that aim to spark change, inspire emotional connections and challenge the status quo. My approach integrates design thinking and creative storytelling to build brands that not only stand out but leave a lasting cultural imprint. With a focus human emotions and experiences as key drivers, I help transform brands into engaging narratives that extend beyond a mere product or service.

 

In my current role as Ideation Specialist in the events industry, I develop and define creative concepts for brand activations, product launches, and immersive experiences across the region. My work involves translating brand visions into engaging spaces, designing collateral that strengthens brand messaging, and ensuring that every creative element aligns with the brand’s objectives.

 

I believe that design and creativity are major catalysts for change when executed with purpose, with the power to shape perceptions, evoke responses, and create lasting impact on a wide scale. My passion lies in using these skills to redefine brand storytelling, craft unforgettable experiences, and push the boundaries of how design interacts with people and culture.