I shape brand identity, motion, and digital campaign strategy for the brands defining the region — Visa, Tabby, Siemens Energy. Strategy and craft in the same pair of hands, with a growing command of AI-driven production.
I'm a Creative Lead at Visa, consulting the region's banks and digital banks on creative strategy — diagnosing the gaps in their digital channels, building the strategy to close them, and upskilling their teams through workshops. I also lead Visa's generative-AI creative initiatives, cutting production time by up to 70%.
Before Visa, I defined the motion-design language for Tabby as it scaled into the region's most valuable fintech, and reshaped the global creative strategy for Siemens Energy Week. Earlier, I co-created Erza3 — one of the most-watched Arabic sports-entertainment channels in MENA.
Bilingual Arabic-English, with deep market and cultural fluency across the Gulf. I work across the full arc: strategy, art direction, motion, and AI-driven production.
A few of the projects that shaped brands, campaigns, and audiences across the region.
Visa's banking and digital-banking partners across MENA had strong products but inconsistent, underperforming creative — and limited in-house capability to fix it.
As creative consultant, I diagnosed each partner's gaps, built tailored creative strategies, and ran hands-on workshops to upskill their teams — so the improvement outlasted any single campaign.
Reduced creative production time by up to 70% through gen-AI workflows, while raising the strategic clarity of partners' digital channels.
As Tabby scaled from 4M to 14M users and hit unicorn status, its motion language had to stay unmistakably Tabby across web, social, in-app and large-format retail.
I defined and evolved a single motion-design system — timing, easing, iconography and 3D language — that any execution could draw from.
A consistent identity for the region's most valuable fintech, deployed everywhere from the app to mall screens across KSA and UAE.
Each new product — long-term financing, the freelancer offering — needed a launch that explained a new concept fast and drove sign-ups in a competitive BNPL market.
Concept-to-delivery creative for each launch: a clear visual hook that made an unfamiliar financial product feel simple and desirable.
Campaigns rolled out across digital and physical retail in UAE and KSA.
Co-branded campaigns had to satisfy two brand systems at once — Tabby's and each partner's — without diluting either.
Flexible creative that held Tabby's identity while flexing to each partner, keeping a consistent campaign spine across very different brands.
Partnership campaigns that drove sales performance for both sides.
The most crowded creative moment of the KSA calendar — every brand competing for the same cultural space, where tone-deaf work gets noticed for the wrong reasons.
A campaign rooted in genuine cultural understanding — celebrating the moment authentically rather than bolting a logo onto national symbols.
A culturally resonant campaign that strengthened Tabby's local relevance in its most important market.
A flagship global event whose creative had long suffered from inconsistency and weak relevance to its audiences.
I reshaped the event's creative strategy end-to-end and worked with stakeholders across multiple countries to localise messaging — landing in each market while staying on-brand globally.
A cohesive, relevant identity that finally matched the scale of the event, for a brand operating in 90+ countries.
Build a new Arabic sports-entertainment YouTube channel from zero in a crowded space — and make it stand out enough to scale.
Co-created the channel as Arcade's flagship product, owning content production and contributing to its creative direction and storytelling.
One of the most-watched Arabic sports-entertainment channels in MENA — now past 1.5M subscribers and 300M+ total views.
Brand positioning, campaign platforms, and the creative thinking that ties business goals to work people remember.
Motion-design systems, 3D, and animated asset libraries built to stay coherent at scale.
AI-driven creative workflows that compress concept-to-delivery without losing craft.
Concept through delivery across social, digital, in-app and large-format retail.
Workshops and creative leadership that raise the capability of in-house brand and design teams.
Culturally fluent creative for Gulf audiences, on-brand globally and resonant locally.