And then one day
Where vision meets precision.
From ideation to execution, creative direction isn’t just about making things look good—it’s about crafting narratives that resonate, shaping brands that endure, and leaving a mark that matters.
With a portfolio that includes icons like OOKA, Noon, and Al Jazeera, my work bridges the gap between bold ideas and strategic impact. It’s not about quantity; it’s about the quality of every stroke, every pixel, and every decision.
This is not a gallery of projects—it’s a showcase of intent.
Breathing life into a brand born from innovation. With OOKA, we shaped a sophisticated identity that blends modernity with sensory delight. Innovating in the tobacco and CBD sectors across the USA, Europe, and MENA, OOKA focuses on Shisha tobacco with a revolutionary pod-based device. Eliminating nicotine and ignition, and producing no carbon monoxide, OOKA is set to redefine the Shisha experience.
Shaping the future of e-commerce for the region’s boldest disruptor. Noon’s identity demanded clarity, confidence, and cultural resonance—a challenge we embraced with zeal. As Creative Director for the Middle East's largest e-commerce platform, noon, I lead the identity and creative direction for brands like noon.com, noon daily, noon pay, noon collect, Kul, and Sivvi across the UAE, Saudi Arabia, and Egypt. Managing five creative teams across multiple regions, I oversee private labels including noon East, niya Perfumes, and bazzar. From spearheading the Egypt market launch to executing over 400 online and 50 offline campaigns annually, my role is at the intersection of innovation and execution.
Iconic. Timeless. Global. Partnering with Al Jazeera meant weaving creativity into one of the most recognized news platforms in the world. Celebrating the confluence of food and storytelling, Al Jazeera Café offers a rare gourmet experience. Guests are invited to indulge in a menu of epicurean delights, paired with real stories from around the world. This project brought together talents from Paris, Amsterdam, Patagonia, Mumbai, Dubai, and Doha.