Dubai, UAE Selective Intake
Premium and luxury brand identity for founders building something that deserves to be taken seriously. I connect what needs to be connected so the right people pay what the brand is worth.
Luxury Abaya · Brand Identity
A new luxury abaya brand needed more than a logo it needed a world. The brief: build a brand that speaks to women who move through demanding spaces without softening who they are.
Full identity system · Bilingual mark · Packaging direction · Brand world
Fine Dining F&B · Full Brand
A luxury fried chicken fine dining concept entering a market of generic F&B brands. The challenge: make something familiar feel completely unexpected and worth every dirham.
Logo · Brand narrative · Uniforms · Packaging · Photography direction · Menu design
EdTech · Brand Guidelines & System
A KSA-based EdTech platform serving institutional decision-makers needed a complete brand system that signals authority to government and enterprise clients. The brief: build a guideline document robust enough for partners like Aramco and stc to align with confidently.
Brand strategy · Bilingual system · 50+ page guidelines · Application library · Voice & tone
Premium work doesn't happen by accident. Every engagement follows the same structure, so you always know what we're doing, why, and what comes next.
We sit down — in person if you're in the UAE, on a call otherwise — and I learn what you're actually building. Not the brief you wrote. The thing underneath it. Audience, ambition, price point, what's true that nobody's said out loud yet.
Week 1
I come back with two strategic directions — not visual mood boards, but two different ways the brand could think about itself. We pick one. Then identity, voice, system, and bilingual mark are designed against that decision.
Weeks 2–4
Full brand system, application library, and guidelines document — built so your team and your suppliers can carry it forward without me. For founders who need it: I stay on-site for the first photo or video shoot to direct the visual world into existence.
Weeks 5–8
Full brand identity engagements start at AED 10K and scale based on scope. A founder launching one brand sits in the 10–25K range. A multi-touchpoint rollout with packaging, on-site direction, and a guidelines document sits in the 25–50K range. Above 50K is reserved for full brand worlds with extended creative direction.
Most engagements run 6 to 8 weeks from kickoff to delivery. A focused rebrand can move faster. A full brand world with packaging and on-site direction takes longer. We set the timeline in week one and I hold it.
Yes. Every identity I build is bilingual by default — Arabic and English designed together, not translated afterward. The bilingual mark, type pairing, and reading direction logic are part of the system from day one.
I present two distinct strategic directions in week two — not aesthetic variations, but two different ways the brand could see itself. You choose. From there we refine together. If neither lands, we go back to discovery, not back to the drawing board. That's rare, but it's built into how I work.
Size isn't the filter — ambition is. I work with founders building premium and luxury brands at any stage, as long as the product genuinely deserves the positioning. A single-founder abaya brand and a multi-location F&B concept are equally valid starting points.
Yes — on-site, across the UAE. This is part of how I work, not an upsell. The brand world doesn't exist in a PDF; it exists in the photos and films that follow. For most engagements I direct the first shoot personally so the visual standard is set correctly.
I read every inquiry myself, usually within 48 hours. If it looks like a fit I reply with a few specific questions and a link to book a 30-minute call. The call is free, direct, and there's no pitch — we just talk about your brand and decide together whether to keep going. If it's not a fit, I'll say so honestly and point you to someone who is.
The Director
I work with founders who have a high-tier product and haven't yet found the brand that matches it. My focus is premium and luxury the kind of branding that shifts how the right people perceive your price point before they've read a word.
Beyond identity systems, I step into the work physically offering full creative direction on-site for photo and video shoots across the UAE. Not just a brief. Direction.
UAE Based in Dubai
Start a Project
Every inquiry is read personally. I take on a focused number of engagements at a time to protect the depth of the work. If we're not the right fit, I'll tell you, and recommend someone who is.
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Book a Consultation
30 minutes. No pitch, no pressure. Just a direct conversation about your brand and whether we're the right fit.
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