I'm a brand and identity designer with 10+ years in advertising and 3+ years focused specifically on branding. I hold an MSc in Psychology from Brunel University London, which shapes how I approach brand work: understanding how people actually perceive, trust, and remember a brand, not just how it looks.

My process starts with strategy. Persona, audience, tone of voice, and positioning come first. Visual identity comes after, built on that foundation rather than aesthetic preference alone.

I work as a partner, not a vendor. If something a client wants works against their brand's long term interest, I say so and offer what actually serves it.

For the past 2 years I've worked independently, leading branding engagements for founders and small to mid businesses across Egypt and the MENA region, spanning retail, food and beverage, fintech adjacent, and small business categories.

Open to branding projects, brand identity consulting, and collaborations with agencies needing branding support.