I was born and raised in Kuwait, to a Kuwaiti mother and Palestinian Father, spent my childhood navigating cultural diversity, and the occasional bias, with curiosity and amusement. I was always observing quietly, trying to make sense of humans, of communication, especially non-verbal communication.
At 17, I moved to Sharjah where I pursued my bachelor’s degree in visual communication from the American University of Sharjah. This has laid the foundation for my expertise in branding, broadcast design, animation, motion graphics, and illustration. Over the years, I’ve collaborated with companies like Landor, Apple and Abu Dhabi Media Network, delivering innovative creative solutions. Alongside my design work, I also curate and manage Hobb, a design and visual culture bookshop, where my passion for visual storytelling continues to thrive.
Hobb, named after the Arabic word for "love," ( حب ) we emphasize the importance of passion in our work. This bookshop is the embodiment of my love for design and visual arts, offering a curated selection of books that delve into various aspects of creativity and visual culture, seeking to empowering creatives for a better world. Through Hobb, I aim to inspire others and foster a deeper appreciation for these subjects.
By integrating my freelance work with Hobb, I strive to build a fulfilling and purposeful career. I firmly believe that when we love what we do, it not only enhances the quality of our work but also brings joy to those we connect with.
Career Development
Founder & Curator of Hobb Design and Visual Culture Bookshop (November 2020 - Present)
I believe in the dual role of designers as both creators and educators. It is our responsibility to promote visual and creative literacy, making design accessible to all. After years of seeking design books often misplaced in bookstores, I launched www.hobb.ae — an independent bookstore dedicated to design and creatives. Through Hobb, I aim to provide a curated collection of design books, fostering a deeper appreciation and understanding of visual arts.
Independent Graphic Designer & Art Director (July 2018 - Present)
I've ventured into freelancing to take control of my time and invest my efforts into my passion project, Hobb Design & Visual Culture Bookshop. This is currently also my studio space where I have worked with multi national brands, worked on building design led communities, and expanded my network.
Creative Lead | Saba Communications | DXB (May 2017 - July 2018)
Initially hired on a freelance basis, I later joined as a full-time Creative Lead, overseeing inhouse and client graphics. I handled various responsibilities, including preparing pitches, collaborating closely with the team throughout the project lifecycle from presentation to storyboarding and production. I also met with clients to deliver customized work, while also focusing on enhancing the creative process within the organization. This role provided valuable experience in content strategy and creation.
Art Director (Junior - Senior) | Les Folies Designhaus | DXB (July 2011 - April 2017)
When I moved to Dubai, I was fortunate to find my dream career destination. Working closely with the design principals, Obeida Sidani and Jean Moraros, I executed and delivered creative outcomes at the agency, always striving for excellence from concept to completion. I established branding guidelines and offered creative solutions to a diverse range of clients. Additionally, I revamped various client printed materials to reflect updated content and branding changes. My work encompassed multiple disciplines, including print, motion, and interior graphics. This role was my happy place until motherhood led me to embrace change.
Graphic Designer (Junior - Senior) | Horizon Draft FCB, Kuwait (November 2008 - November 2010)
I joined Horizon DraftFCB Creative team as a Graphic Designer and quickly progressed to the role of Senior Graphic Designer. Within this position, I conducted in-house photography sessions, performed extensive photo retouching, created broadcast-level animations, and developed 3D models and animations for mock-ups and spaces. During the 2008 recession, I played a key role in maintaining cost efficiency for both clients and the agency. I also produced large-scale watercolor illustrations for murals and digital illustrations for packaging. Additionally, I collaborated with the creative director to implement in-house branding initiatives.
Motion Graphics Artist/Designer | Caviar Group, Kuwait (July 2007 - November 2008)
As a Motion Graphics Artist/Designer, my responsibilities included character rigging, logo animations, and scene transitions. I actively participated in pitches and brainstorming sessions with the creative department, contributing to the ideation process. I executed storyboards and facilitated coordination between creatives and producers. My range of responsibilities covered creative work, post-production, illustration, and 2D & 3D animation.
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