Hello. I’m an award-winning Creative Director and Brand Transformation Leader with two decades of experience shaping human-centered brand identities, building teams, and helping organizations navigate change.
Working across New York, Riyadh, Singapore, and Dubai has shaped my belief that good design starts with understanding people. I bring strategic thinking and creative direction together, working closely with leaders and teams to turn complex challenges into a clear direction and something people can connect with.
Most recently, I led Design & Creative Impact at Brand Lounge. In 2024, I was named Creative Director of the Year at the Transform Awards MEA.
recent experience
education
clients + projects
Emaar Hospitality
UAE Ministry of Education
Air Canada
Khaadi
Makarem Hotels
Genentech
Ajman Tourism
EMX
The Camel Soap Factory
STC (Saudi Telecom)
Bayer
GIG Gulf / AXA
The Arbor School
Hayat Biotech
Krungsri Bank
Dubai Opera
Nivea
Rove Hotels
Novartis
EIRA Water
SATS
Shaza Hotels
RTA Dubai
Vinpearl Air
selected works
7X (Emirates Post Group)
Led the creative direction of the UAE's national postal group as it transformed into 7X — a global logistics and delivery powerhouse built for a world in motion.
Awards // Best Visual Identity // Transform Awards MEA 2025
Vallé Advenature™ Park
Led the identity creation for Vallé, a Mauritian outdoor destination reimagined as a world-first experience brand that fuses the calm of nature with the thrill of adventure. Advenature™.
Featured on Brand New // UnderConsideration
Khaadi
Led the creative transformation of Khaadi, Pakistan's most beloved fashion house, giving its iconic identity the boldness and vision to lead a new generation.
Charles Zuber
Led the creation of Charles Zuber from the ground up — a Genevan fine jewellery and watchmaking atelier that forged its own language: Neo-Swiss design.
Awards // Grand Prix // Transform Awards MEA 2023
talks, engagements
+ insights
Panel Moderator
ATHAR FESTIVAL // Riyadh, KSA // 2024
Branding the M&A:
Uniting Identities to Maximize Value
Contributing Writer
BRAND BIBLE:
The Complete Guide to Building, Designing & Sustaining Brands
By Debbie Millman
Workshop Host
DUBAI DESIGN WEEK // Dubai, UAE // 2023
The Fundamentals of Strategic Design
Panel Moderator
WAREHOUSE 421 // Abu Dhabi // 2016
A MENA Perspective on Visual Communication
Guest Writer
LITTLE BLACK BOOK
Creativity Squared:
Mo Saad on Understanding and Reshaping Chaos