A quadrilingual Graphic Designer and User Experience (UX) Designer striving to make UX transcend the digital world to encompass a plethora of human experiences. Previously working in the Advertising world has honed my communication skills, laid within me a foundation of flexibility, unquenchable ambition and leadership. My degree has offered me a balance between theoretical skills and studio practice that equips me for a position with challenging projects focused on usability and accessibility.
⇾ Art direct communication campaigns to achieve advertising objectives. ⇾ Craft brand identities to ensure brand consistency and presence.
Continuing in the role of Freelance Art Director with VML, the new merger of Wunderman Thompson and VMLY&R.
⇾ Create designs that seamlessly integrate into various digital platforms to enhance brand awareness. ⇾ Art direct multiple campaigns simultaneously for social media, websites, billboards, and other digital outlets that align with STC’s (Saudi Telecom Company) brand guidelines and objectives. ⇾ Iterate on designs based on feedback to enhance brand engagement and campaign performance.
Scabal does not currently sell online to consumers and see online as an opportunity to present the brand to a much wider audience. They have partnered with Kingston University's MSc in User Experience Design course "UX in Emerging Technology" students to offer a solution. I was part of Group 1 who have won third prize in the competition. ⇾ Conducted user research through interviews and surveys to gain valuable insights. ⇾ Developed a comprehensive competitive analysis and crafted the information architecture for the website. ⇾ Contributed to the UI design of the e-commerce website following Scabal's brand guidelines. ⇾ Won 3rd prize in the competition after presenting to the CEO of Scabal and stakeholders.
⇾ Designed day-to-day social media content for STC, a leading telecom company in Saudi Arabia and one of WT's largest accounts. ⇾ Presented designs to stakeholders and iterated based on the feedback. ⇾ Created a library of illustrations following the new brand guidelines of STC. ⇾ Art directed promotional advertising campaigns. ⇾ Supported the Creative Executive Director in a high-profile 5G photoshoot.
⇾ Redesigned the logo and business cards to reflect the brand promise. ⇾ Created presentation templates to ensure brand consistency.
Illustrated a detailed anatomical diagram depicting the closure of esophageal layers for a case report written by Dr. Degheili and Dr. Hallal.
⇾ Curated and retouched raw images from campaign photoshoots. ⇾ Developed content for social media platforms such as video montages and animations. ⇾ Created layouts that were featured in Vogue Magazine.
Built the brand identities for F&B and corporate businesses and assisted the founder in managing events at the Blue House. ⇾ Developed brand identities for diverse F&B and corporate businesses, ensuring consistent representation across various touchpoints and effectively differentiating them in the market. ⇾ Assisted the founder in managing high-profile events at the Blue House, a Beirut landmark, and contributing to their seamless execution through creative direction. ⇾ Created animations for social media platforms, leveraging industry-standard techniques to elevate online presence, increase user engagement, and drive brand visibility.
The Beirut International Model United Nations is an annual conference held at the American University of Beirut in Lebanon during spring. It allows potential delegates to take part in discussions addressing relevant and pertinent issues. My role was to design the cover of the folders, notepads and certificates used in the conference.