Dubai, United Arab Emirates
Multidisciplinary Creative Director who believes design is most powerful when it begins with empathy. My approach centers on understanding people, their challenges, motivations, and emotions, and transforming those insights into creative systems that inform, inspire, and connect. With a background spanning design, branding, and creative leadership, I bring both strategic thinking and hands-on problem-solving to every project. I enjoy the deep work, digging beneath surface visuals to uncover what truly drives perception, behavior, and belonging. Whether guiding a team through a complex rebrand, shaping the visual language of a new environment, or aligning multiple disciplines under one unified idea, I focus on building meaning through clarity and intention. My philosophy is simple: creativity should not only look good, it should make people feel seen, understood, and empowered.
The Esports World Cup (EWC) is one of the world’s largest multi-title esports competitions, spanning numerous venues and drawing global sponsors, talent, and audiences. The project demanded complex coordination across creative, commercial, and technical streams to deliver a cohesive festival experience. Oversaw commercial planning, sponsor management, and creative development for a multi-venue international event, driving cross-functional coordination and delivery across design, branding, logistics, and readiness streams. Key contributions included: Managed venue tracking systems to monitor sponsor status, space allocation, technical requirements, and construction constraints across multiple zones. Led sponsor documentation processes, including permit management, compliance tracking, and deliverable timelines to align all stakeholders. Directed the conceptual development and production oversight of merchandising stores and branded assets across festival zones. Delivered comprehensive flag design systems and facilitated production and deployment across site-wide installations. Created and distributed venue branding guidelines, aligning technical feasibility with creative integrity and sponsor requirements. Contributed to the development of branding systems, including logo hierarchies and visual identity standards for all event environments. Led art direction across venue branding, sponsor signage, and identity design—developing visual concepts, logo sets, and environmental graphic applications tailored to each space. Coordinated sponsor onboarding, strike-in scheduling, and physical site readiness through daily check-ins and alignment calls. Supported real-time issue resolution through recurring stakeholder meetings, ensuring continuous momentum across deliverables and mitigating timeline risks. Maintained centralized systems for real-time reporting and ensured consistent communication between all work-streams to avoid delays and overlaps.