13+ years turning strategy into results.

I’ve spent 13 years directing brands, leading teams of up to 25, and designing digital products across the Middle East, UK, Europe, USA, Australia, Singapore, and Canada.

My work has driven a 12% sales increase with zero ad spend, a 70% lift in social engagement, and a unified brand system across three international markets — built in two months. I’ve rescued a website after four freelancers failed over three years, restructured a mis-priced development proposal into a two-phase engagement before a single wireframe was drawn, and designed a 212-page illustrated volume for a New York Times bestselling author.

I use typography the way a filmmaker uses a camera: it sets the mood, controls the pace, and tells the story before a single word gets read.

My engineering background from the German University in Cairo taught me to think in systems. My CalArts training taught me to think in stories. I bring both to every project.

Currently Creative Director at The Line Real Estate in Cairo, leading a team of 25. Open to senior creative leadership roles and select consulting engagements with brands and agencies worldwide.