Self portrait
Self portrait
My work is driven by the belief that exceptional brands are built through clarity, strategy, and timeless design. Every identity I create is the result of thoughtful research, cultural understanding, and meticulous craftsmanship, balancing business objectives with meaningful visual expression.
Throughout my career, I have collaborated with government entities, global organizations, and leading private-sector brands, leading multidisciplinary teams and delivering identity systems that strengthen recognition, inspire trust, and create lasting impact. My expertise spans brand strategy, visual identity, typography, custom typeface development, and creative direction.
Today, I serve as Senior Manager of Brand Development at ROSHN Group, where I lead strategic branding initiatives that shape one of Saudi Arabia's most influential real estate brands while continuing to develop bespoke identities and typefaces through my independent practice.
For me, design is more than aesthetics. It is the art of transforming ideas into enduring brands that communicate with clarity, purpose, and distinction.
Over the course of nearly two decades, I have built my career across freelance practice, education, private-sector agencies, digital businesses, government institutions, and one of Saudi Arabia's leading real estate developers. Beginning as a freelance graphic designer in 2006, I progressed through increasingly senior creative and leadership roles, including Graphic Designer at Aljoudah Superior Private Schools, Senior Designer at Harf Corners Design House, and Senior Designer at Nojoom Arina LLC (Shyhlo.com).
From 2017 to 2023, I served as Art Director at the Communication and Knowledge Prospection Center within the Saudi Royal Court, where I led strategic creative initiatives and high-profile communication projects. Today, as Senior Manager of Brand Development at ROSHN Group, I oversee brand strategy, visual identity development, creative direction, and multidisciplinary teams, helping shape one of Saudi Arabia's most influential national brands.
Throughout my career, I have specialized in brand strategy, visual identity systems, typography, custom typeface design, creative leadership, and brand transformation, delivering work for government entities, private organizations, and cultural institutions across diverse industries.