26 events. Fifteen countries. One visual language that had to work across all of them. I built the design system from the ground up and lead the team that runs it. Identity, components, templates. Nobody starts from scratch anymore. The events look like they belong to one company. Because now they do.

Two major museum exhibitions, both demanding something different. For the National Museum of Qatar I designed an immersive experience around nomadic cultures across three regions. For the Museum of Islamic Art in Doha I built a visual journey through 1,300 years of Baghdad's history. Both required translating complex research into spaces people could actually feel.

Brand strategy and identity work for clients across the Gulf and Europe. The kind of place where the brief is never simple and the work has to hold up across every market it lands in.

Seven years directing creative across regional and international accounts. Campaigns, brand systems, and editorial work for clients ranging from global FMCG to cultural institutions.

Led campaigns across the Middle East for brands that needed more than advertising — they needed a coherent story. Built and directed the creative team, managed production across digital, print, and broadcast.

Alongside employed roles, I've maintained an independent practice, working with select clients on brand identity and creative direction.