Creative Strategist and storyteller building brands through culture, narrative, and real human insight.
Strategy, creative direction, and concept development
I’m a Creative Strategist with 8+ years of experience working across fashion, lifestyle, and media in the Middle East. My work spans brand positioning, content and campaign strategy, and creative direction, with a focus on building culturally relevant brands.
I’ve worked with global and regional brands including Procter & Gamble, Red Bull, Absolut, and Reem Acra New York, with experience across agencies such as Leo Burnett, FP7 McCann, and Saudi Research and Media Group.
Alongside this, I’ve led brand and growth initiatives for emerging platforms, scaling Designer-24 into a high-growth, culture-driven fashion business.
About
I approach brand building through culture, storytelling, and systems thinking, grounded in the logic of design thinking. My work focuses on how people engage with brands, identity, and experiences in real contexts, translating that into strategies, content, and ideas that resonate and drive growth.
Approach
Selected work across brand, strategy, and creative.
I turn brands into identities people step into.
DESIGNER-24
Led brand, product, and growth at Designer-24, expanding the supply ecosystem, introducing resale and new service verticals, and elevating brand positioning across content and creative. Strengthened cultural relevance through PR, partnerships, and campaigns, while optimizing the customer journey. Drove growth from ~300K to 3M+ monthly reach, generated 100K+ new followers, tripled customer appointments, and contributed to the company’s highest revenue year to date.
Reframing Designer-24 from a transactional rental platform into a culturally relevant fashion destination.
What I Did
Expanded supply by onboarding designers and partners
Introduced resale and a styling-led Fashion Concierge
Led the website revamp and redesigned the customer journey
Elevated brand identity, content, and positioning, driving growth through campaigns, PR, and partnerships
Introduced a styling-led service model and trained in-store teams to deliver a more consultative, expert-driven customer experience
Co-produced the Designer-24 fashion show in collaboration with LRI, strengthening cultural and industry positioning
Built organic PR leading to editorials, magazine features, and cultural visibility
Launched strategic brand activations and commercial drops to create demand, urgency, and cultural relevance
What Changed
3M+ monthly reach (from ~300K)
100K+ new followers across platforms
3x customer appointments and highest revenue year
Shifted perception to a culturally relevant fashion platform, strengthening brand trust, loyalty, and consistency
Expanded audience reach, attracting a broader age demographic through strategic use of celebrity and influencer representation
Increased average basket value through improved styling-led selling and customer experience
Drove high-impact in-store engagement through a styling workshop with a celebrity stylist, attracting 200+ attendees, generating 150+ tagged stories, and delivering 10K+ new followers within 24 hours, with sustained brand affinity
Positioned Designer-24 as a fashion authority across PR, editorials, and partnerships
What if dresses could speak?
MARKETING CAMPAIGN
The challenge was shifting perception around fashion rental from a transactional, cost-saving alternative to something emotionally meaningful.
I wrote and directed a campaign that positioned garments as storytellers, pieces that carry memories across weddings, red carpets, and personal milestones. By reframing rental as a way to extend the life and emotional value of clothing, the campaign connected with audiences on a deeper, more personal level.
The film reached over 1M organic views, generating 300+ saves, 200+ comments, and thousands of likes, demonstrating strong audience resonance and engagement.
Fashion rental was functional. We made it desirable.
You don’t wear clothes. You wear roles.
Insight
In a culture shaped by social expectations, identity is often performed through roles, especially in fashion. What people wear becomes a way to express who they are, or who they want to be in a given moment.
Strategy
Position Designer-24 as an enabler of identity, not just access to fashion, shifting the narrative from renting clothes to choosing who you want to be.
Execution
Wrote and directed a film featuring actress Mya Allawi, built around the idea of “choosing your role.”
Through a series of characters, romance, rebellion, joy, confidence, the film explores how fashion allows individuals to step into different versions of themselves, with Designer-24 as a constant presence across every role.
Impact
Reinforced Designer-24’s positioning as a platform for self-expression rather than utility
Strengthened emotional connection with the audience through a culturally resonant narrative
Contributed to sustained engagement and brand relevance across content and campaigns
Brands don’t live in feeds. They live in identity.
Wrote a campaign script rooted in cultural insight, exploring the often-overlooked weight of casual conversations at Middle Eastern weddings. While weddings are moments of celebration, they also surface intrusive questions and unintended comments around marriage, appearance, and life choices. The script reframed these interactions, highlighting their emotional impact and encouraging a more thoughtful, empathetic way of showing up for others.
Drove PR across influencer, celebrity, and editorial channels, building consistent visibility for Designer-24 through placements and organic coverage.
Founder & Creative Director of Wishlist Magazine, leading and executing its creative and editorial direction, defining content strategy, visual identity, brand voice, and fashion direction to build a cohesive platform, and expanding it into a curated commerce model through affiliate and dropshipping, positioning Wishlist as a reference for fashion and home.
WISHLIST MAGAZINE
REEM ACRA
Co-led the creative direction of Reem Acra’s runway show at Dubai Mall Fashion Festival, spanning look curation, model selection, and overall visual coherence. Supported development from concept through execution, directing backstage flow, sequencing, and presentation to deliver a refined, cohesive runway experience aligned with the brand’s identity.
Shaping the Runway Experience
Translated brand identity into a cohesive runway narrative.
LEO BURNETT
Led strategic work across Procter & Gamble’s haircare category at Leo Burnett, spanning research, consumer insight, positioning, product strategy, and campaign development.
INTERESTING TIMES
Worked across global brands including Red Bull, Absolut, and VidCon, developing integrated campaigns grounded in cultural insight, digital strategy, and brand storytelling. Led strategic workshops and contributed to scaling the agency’s social and digital capabilities.
If a brand doesn’t make you feel something, it doesn’t exist.
Strategy & Campaign Work
Led strategy and creative for SACO’s website relaunch, transforming negative customer feedback into a campaign that reframed perception and showcased enhanced services. The campaign drove 1.3M+ views, 2.6M impressions, 1.1M website visits, and 341K app downloads.
Worked on the market entry strategy for Red Bull Mobile in Saudi Arabia, including market analysis, audience definition, positioning, go-to-market planning, and campaign strategy.
AI in Creative Direction
Using AI to create fashion narratives, visual identities, and campaign directions across concept and execution.
Education & Certifications
Lebanese American University — BA in Film
Strategy Finishing School — Strategy Fundamentals
School of Style — Fashion Styling Certification