As a process-oriented designer, plunging into new creative grounds is at the heart of each of my projects. I believe an attention to handcrafted practice is crucial for generating engaging graphics; I like to get my hands dirty as I work to artfully develop cutting-edge and captivating brand images. My multidisciplinary artistic background intermingles with a rich life experience to inform my creative process.

In 2004, I began my advertising career at a boutique agency in Beirut after a five-year graduate program at ALBA university with a specialization in art direction and conceptual copywriting. From billboard and brochure design to branding and photo-editing, this fast-paced job incorporated a breadth of media promoting consumer products and services in Arabic, French, and English. Within two years, I developed a diverse toolkit that prepared me to break away from mass consumer design, with a vision of becoming a more specialized and meticulous creator.

During my undergraduate studies in fine arts at the Lebanese University (UL) and while studying typeface design at The Cooper Union in New York, I learned that an awareness of the handmade can lead to masterful digital interventions. As a humanist, my understanding of the letterform and  knowledge of the fine arts feed my passion for branding.