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 an understanding of the role of creativity in social and commercial contexts. Now based in Dubai, my practice spans experiential design, creative direction, branding, and visual communication.

 

My work today is primarily focused on experiential and event design, where I contribute to the creative development of brand activations, product launches, and immersive experiences as part of an agency team.

I am involved from early ideation through to visual development, building concept decks and pitch presentations, shaping creative direction, and designing supporting brand collateral and visual elements. My role combines conceptual thinking and visual design to create cohesive experiences that engage audiences while remaining true to the brand story.

 

Alongside experiential work, branding and identity design remain an important part of my practice. This background allows me to approach projects with a strong understanding of brand integrity, ensuring consistency across both physical experiences and visual communication.

 

I believe design has the ability to elevate the practical into something meaningful and emotionally resonant. By leveraging human emotion as a central driver, it allows functional spaces, objects, and ideas to become moments that people can connect with, feel immersed in, and be transported by. In a world driven by speed and commercial necessity, creativity creates opportunities for pause, curiosity, and experience. Through my work, I aim to shape outcomes that move beyond utility, transforming what is simply needed into something that is felt, remembered, and valued.