:: about me ::

I’m a Creative Director and Brand Design Leader with 20 years of experience shaping brands and designing with purpose. My work spans global brands, regional markets, and social impact initiatives, from Fortune 100 companies to purpose-driven organizations.

Over the years, I’ve led brand design for Procter & Gamble, Kimberly-Clark, and L’Oréal, helping bring to life iconic brands like Pantene, Huggies, Downy, and Vidal Sassoon. I’ve also had the privilege of guiding strategic direction for education and nonprofit initiatives in the UAE—focused on youth, accessibility, and inclusive innovation. Along the way, I’ve taught the next generation of designers, mentored students , and collaborated with agencies and emerging brands across the world.

I bring a mix of curiosity, creative energy to the teams and projects I lead. I love connecting ideas across disciplines, building design systems that scale, and turning insights into experiences that feel both purposeful and human. Whether I’m leading a team, mentoring emerging talent, or collaborating with partners, I aim to create space for good ideas to grow and for people to feel super inspired along the way.

:: areas of expertise ::

• Creative Direction

• Brand & Design Strategy

• Design Systems

• Workshop Design & Facilitation

• Design Mentorship

:: what I love to do ::

Bridging creativity, strategy, and purpose.

I’m passionate about the process of ideating, exploring insights, and envisioning brands and systems that are bold, functional, and human-centric. Whether I’m building a brand, mentoring designers, or leading a creative workshop, I’m fueled by curiosity, imagination, and a sense of discovery.

Most recently, I’ve led design strategy for youth-centered and social impact initiatives in the UAE. I continue to support initiatives focused on creativity, accessibility, and purpose-driven design—while exploring new opportunities to shape brands, products, and systems that make a meaningful impact.

:: what shapes me ::

:: currently ::

What I’m reading:
I Love It. What Is It? by Turner Duckworth & Gyles Lingwood — a sharp, creative reminder of how branding can surprise and delight.

The last course I took:
Human-Centered Systems Thinking by IDEO U — exploring how to design with empathy, clarity, and intentional structure across complex systems.

Whether you’re building a brand, exploring a new creative direction, or just want to swap ideas—I’d love to hear from you.

[Get in touch →]