Designed and animated full paid ads campaign for Tabby, promoting the app and merchants.

This video project was the launch of Tabby’s first branded campaign. As the lead brand designer on this project, I worked closely with Tabby’s marketing team to work on branding this campaign. From concept to script writing, we worked collaboratively to introduce a bold and impactful statement: ‘We don’t want your interest.’ During Ramadan, every brand is trying to get your interest. Tabby doesn’t want it.

As the lead Brand Designer on the product launch for Tabby Card, I designed and executed a wide range of collaterals. Conceptualising and art directing the Tabby Card promotional video for the launch on all social platforms. Designing all OOH ads and paid social ad campaigns. Art directing a promotional shoot to create visuals for the Tabby Card landing page and in-app banners. Curating a promotional booth for malls, that included custom designed tent cards, tote bags, coffee cups and Tabby chocolate coins.

Harvey Nichols’s social content series focused on promoting various styling articles, sales and events happening in-store and online. As a lead designer on this project, I was able to have some creative freedom to create various layouts and play with animations to make each story more engaging for customers.

Social video campaign for the announcement of launching Noon with Tabby. The objective was to announce that customers can now split thier Noon purchases into 4 payments using Tabby at checkout. As the lead brand designer on this project, I worked on creating the concept, storyboard and custom illustrations for the videos. I worked closely with my brand studio team to help animate the illustrations.

I wanted to have a playful take on demonstrating splitting payments in 4, so I designed a game that allows the players to use Tabby coins to split the Noon boxes into 4.

Worked closely with the Art Director and design team on creating Vogue Arabia’s launch issue. Designing various layouts, creating research mood boards and playing with both English and Arabic typography.

I designed various digital and print graphics for Dubai Design Week 2016, including: social media promotional materials, flyers, invites, signage and installations. The graphics and typography translate across all media types and stay consistent with the branding of Dubai Design Week in both English in Arabic.

A collaboration between Yeezy and Harvey Nichols Dubai for one of their exclusive drops. Following the brand guidelines I was able to create emailers, promotional social content and voucher designs.

A Valentine’s Day identity concept created for Bloomingdale’s Dubai. Used across all platforms in both digital and print. As a lead designer on this project I had the full creative freedom to come up with a concept that could apply to all mediums, both print and digital. This fun yet modern take on Valentine’s Day was designed to stay within Bloomingdale’s brand guidelines, playing into the brand’s youthful and fun customers.

Bloomingdale’s social content series focused on promoting various styling articles, sales and events happening in-store and online. As a lead designer on this project, I was able to have some creative freedom to create various layouts and play with animations to make each story more engaging for customers.

Assignment: Design a formal invitation for the event of your choice. Must include an envelope, r.s.v.p. card with return envelope and invite design must incorporate die cuts, at least 3 folds and 1 finish.

I created an invite for the haute couture Autumn/ Winter 2015–16 Elie Saab fashion show. Elie Saab is Middle Eastern designer, from Beirut, Lebanon; he is a self-taught talent that is known for intricate and dazzling design. I decided to reference Islamic art and its delicate elements to, not only commemorate Elie Saab’s Lebanese roots, but also emphasize the complexity and beauty of his designs. The color palette was directly influenced by the designs included in the fashion show, ranging from soft whites and blues to glittering accents of silver. Overall, I wanted the invite to emulate the experience of the show itself, creating a sense of wonderment as it unveils in intricate detail and complex beauty.

As a leader designer on this project, I hand-lettered a design for UAE National Day for Harvey Nichols Dubai. The lettering was applied across all platforms, both digital and in-store. The flyers were designed to highlight the store’s celebratory events.

Layouts and spreads designed for Esquire magazine Middle East with my time at ITP Publishing. Published work in monthly issues, as well as the Big Black Book and Big Watch Book.

A promotional poster for an exclusive collaboration between Al Tayer Group and the Childhood Cancer Center in Lebanon, encouraging customers to donate. Posters were displayed in store at checkout counters. The graphics were also features online in promotional social media ads.

White Friday Sale identity designed for Bloomingdales Middle East. As the lead designer on this project, I worked on the full roll out for the online and offline campaign in both English and Arabic. Creating a full range of in-store signage, e-mail newsletters and social media assets in a couple of color ways.