About
From hands-on designer to creative leadership.
Over 15 years, I progressed from creating identities, campaigns, packaging and production-ready assets myself, to leading teams of designers, and later directing projects through agencies, vendors and production partners. Across F&B, hospitality, beauty, broadcast and entertainment, I now set the vision, structure briefs, guide collaborators and review delivery. My hands-on foundation still lets me zoom into typography, layout and production when the work needs it.
AI
AI-fluent
workflows · Generative & agentic tools
Broadcast identity
DubaiEye
103.8
Developed ten years ago, this mark has stayed strong as DubaiEye grew into a radio station heard across the UAE. Its long-term relevance is the value of a restrained, durable identity system.
Creative · Brash Brands · UAE
© Brash Brands / work produced during employment
DubaiEye / The mark
The name, made visible
An eye over
the city
The name says what the station does. DubaiEye is the eye that watches over the city, taking in what happens across it and passing it back as news, traffic and talk. The mark had to say the same thing without a word. The letterforms e and y fold into an abstract eye and open into frequency waves, so it reads as a lens on the city and as broadcast in one move. Shortened ascenders keep the silhouette compact; extended curves carry the motion.
DubaiEye / Applied
Applied system
One blue,
every surface
Pantone Blue 072C carries the whole system, from the studio build and on-air set to the desk and the digital palette. One colour, specified once, holding every surface together.
Still on air
Ten years
in the feed
The identity was drawn long before the station’s audience moved to a phone screen, and it still holds at profile-picture scale. That is the test a durable mark has to pass.
Dubai’s news, talk and sport station
© Brash Brands / work produced during employment
01 / Brand Identity & Systems
From screen to shelf
Mansour
A hit Emirati cartoon with no commercial arm. I was brought in to turn a character children watched into a character they could hold: packaging, product, retail, publishing, games and licensing, all drawn from one visual system so a toy, a comic and a game still read as the same world.
Commercial Art Manager · 2021–2025
© Bidaya Media / work produced during employment
Mansour / Three shows
Three shows.
Three audiences.
I art-directed the brand across all three titles, each with its own tone, cast and age group.
01
Ages 612
Mansour
3D series. The cultural flagship, celebrating Emirati identity, humour and values.
02
Ages 612
Age of A.I.
2D series. A reimagination with future-focused stories aligned to the UAE’s innovation vision.
03
Ages 26
Mansour & Sara
Preschool 3D. A spin-off nurturing early learning and national values.
Mansour / Big screen debut
Theatrical release, 2024
Big screen
debut
Age of A.I. premiered at VOX Cinemas for a three-month run across the UAE, the first time the characters reached the big screen. I adapted key visuals and marketing assets to cinema formats and premiere branding, so the debut carried the show’s evolving identity at full scale.
Premiere branding · Cinema formats
© Bidaya Media / work produced during employment
Mansour / Brand guidelines
One guide per show.
Assets, tone and usage rules, so teams and vendors could build without me in the room.
Mansour & Sara
Preschool 3D
Age of A.I.
2D series
Mansour
3D series
Mansour / Licensed product
Smart watch with KANNI
Ages 6–13 · UAE and Kuwait
An AI watch,
not a toy.
Kids call the Mansour characters through the AI app and ask them about their adventures, then play, track their steps and message home. Parents get GPS, 4G video calls and SOS alerts. Waterproof, lightweight, in kid-friendly colours.
What I did
Packaging Led the packaging design, inside and out, across both editions.
Brand assets Directed the branded interface and the character wallpapers on the watch.
Rollout Ran the creative rollout with Teeela, from artwork to retail-ready product.
Shamma edition
Mansour / Retail collaboration
Licensed product line
UAE and Kuwait
From one watch
to a merch line.
I led the creative rollout with Teeela, starting with the Mansour and Shamma AI smartwatches. Regional influencers picked it up and ran with it, and the launch reels turned into a wave of unboxings and family content across social. Fandom doing the marketing.
Mansour / Merch store
Print-on-demand storefront
Every Mansour IP
Print-on-demand
for every fan.
I led the launch of the official Mansour Store with Merchlist, a print-on-demand platform carrying curated merch from across all Mansour IPs. No inventory risk, no minimum runs, and a catalogue that grows with the shows.
What I did
Storefront Directed the brand experience across the digital storefronts.
Product Art-directed every product mockup, from tees to tote bags.
UI Integrated the show’s visual identity into the interface itself.
A new chapter
in digital play
I oversaw the creative translation of Mansour into Roblox, from approving character designs and world building to UI and gameplay. A culturally rooted, playable extension of the IP that bridges TV and interactive play.
is brand work.
Mansour / Roblox systems
Gameplay UI
is brand work.
I guided artists and developers so every quest board, catalogue and crafting screen spoke in the show’s visual language. On-brand down to the button.
Store listing
Cover art, description, promo codes.
UGC catalogue
VR gear and companions, priced in Robux.
3D printer
Crafting and skins, component by component.
Daily quests
Daily and friendship loops that bring players back.
Approved, marked up, built.
Mansour / Victory Quest
Mansour: Victory Quest
App Store · 5.0 · Casual · 4+
Victory
Quest
A match-3 puzzle game where players join Mansour and friends to outsmart villains by matching items and solving level-based challenges.
What I did
Art-directed the game with our internal team and an external developer, from UI styling to in-game branding, so every screen stayed true to the show’s tone and guidelines.
Mansour / Superhero Adventures
Superhero Adventures
App Store · 5.0 · Action · 4+
Superhero
Adventures
A kid-friendly action game for ages 6 to 8 where players team up with Mansour to battle AI villains, solve missions and upgrade heroes.
What I did
Directed the visual world across levels and environments, keeping the show’s look intact at arcade pace.
MOBILE GAMES / SUPERHERO ADVENTURES
Coastline to Mars
One look,
every level
The cast carries the eye from a coastline chase to deep orbit to the surface of Mars. Every level had to read instantly at arcade pace.
Show model to game model
Each hero was redrawn with simpler, kid-friendly proportions. The silhouette, palette and mask stay untouched, so they still read at thumb size.
Mansour / Publishing
Franchise expansion
Into print, on a
world stage
Publishing and fan collectibles, debuted on the Comic Con floor.
What I did
Led the creative rollout of the comic, holding brand consistency across layout, tone and visual direction.
Mansour / Typeface
Mansour Typeface
A custom font for scale
Drawn from the show’s original title art and directed from brief to delivery, tested wherever the brand appears.
Mansour / Typeface
Letter construction
Built from the mark
The logo’s chamfered corners and flat terminals became the rule for every glyph, so the family carries its geometry instead of imitating it.
The chevron cut, the flat terminal and one stem width, carried into both scripts. Each row stands two modules tall on the grid the badge is built on.
Latin
Arabic
Two modules · Baseline · Two modules · Baseline · Module, 36 units
01
02
01 Chamfer at 45 degrees · 02 Terminals cut flat · One stem width across both scripts
Retail experience
From screen
to storefront
A fan-facing retail hub at The Galleria Al Maryah Island that brought the Mansour universe into a physical space.
What I did
Guided the merch selection and which illustration landed on each item, shaped the kiosk with its designers and handled sourcing through to quotations.
Apparel wall
Mansour / Education
Edutainment,
into the
classroom
Teacher guides for ADEK schools, one theme per booklet, anchored to the show.
What I did
Content development, illustration direction, visual system, production.
Drone show
Mansour / The Festival
Ten years,
one weekend
A 360 degree franchise celebration at Zayed Sports City, staged as a three day family experience.
Sold out
in one day
© Bidaya Media / work produced during employment
01 / Brand Identity & Systems
Exhibition design / 2026
MatraX
MatraX is built on the bull. On a trade show floor of black rubber, that story had to become spatial. I ran both stands end to end from Dubai, from builder contracts and art direction through freight, install and the promotion around each show.
Branding & Marketing Manager · Cologne · Bangkok
MatraX / Exhibition design, Bangkok 2026
TyreXpo
Asia
Led the branding and creative direction of the booth, from concept through to the built experience.
Role
Branding & Marketing Manager
Scope
Identity, space, experience
Show
BITEC Bangkok · Booth C26
MatraX / TyreXpo Asia
TyreXpo booth
MatraX / Exhibition design, Cologne 2026
The Tire
Cologne
Led the planning, coordination and creative direction of the MatraX and Matoro stand at The Tire Cologne 2026: concept to execution, delivered remotely across multiple teams, partners and time zones.
Role
Branding & Marketing Manager
Scope
Stand, brand walls, product display
Show
The Tire Cologne · Germany
MatraX / Cologne
Cologne
01 / Brand Identity & Systems
Wellness platform
Evoila
Two businesses behind one front door: a shop selling skincare and a clinic booking doctors. Retail wants speed, medical wants trust. One system holds both, split by colour rather than by two separate brands, so a user moves between buying a serum and booking a consultation without noticing the seam.
Senior AD & UI Designer · Feer McQueen
© Feer McQueen / work produced during employment
Evoila / Platform
Beauty and medical, online
One platform,
two doors
Evoila is an online destination for beauty, wellness, hygiene and health.
The UI was uplifted for a fresher, more vibrant look while keeping the interface clean and crisp.
I. The Shop
Where users buy medical beauty products.
II. The Clinic
Where users book consultations with professionals.
Sharp edges, edgy and modern, held across every component
Evoila / Visual language
Visual elements
Leaves on
blocks of colour
Fresh green leaves floating on solid vibrant backgrounds became the new visual language, leaving the design fresh, young and dynamic.
Evoila / Design system
Design system
Drawn once,
used
everywhere
Interface icons at 1px and 2px, a separate set of benefit icons drawn in colour so they read apart from the UI, and one component set holding the same geometry across the Shop and the Clinic.
Interface icons
Benefit icons
I. The Design – Shop
The section of Evoila where users browse and buy products, from the ranked homepage row through reviews to the bag.
II. The Design – Clinic
The section of Evoila where users book consultations with professionals.
Personal brand identity
Celine
Teyrouz
A Beirut native, Celine is a Lebanese Canadian interior architect and sketch artist who draws inspiration from urban environments. The identity had to carry her freehand, architectural hand without decorating it.
Brand identity · Beirut, Lebanon
Celine Teyrouz / The logo
The logo
Two lines,
two initials
From overlapping lines the initials C and T were formed, building up the emblem. Thick against thin, meeting from different directions, the way lines cross on her own drafting sheets.
Celine Teyrouz / Type
Type system
Space Grotesk
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 ! @ # $ % & * ( )
Aa
Light
Aa
Regular
Aa
Medium
Aa
Semibold
Aa
Bold
Applied
Printed,
one colour
Black on white, white on black, nothing else. The mark holds at card scale because it is only lines.
Mediterranean cuisine, Beirut
MED
Beirut has no shortage of Mediterranean restaurants, so MED could not simply be another one. The idea was a Mediterranean table that had travelled: local warmth and colour, but with dishes picked up from everywhere else. Concept, copywriting, art direction and branding were all mine.
Concept · Copy · AD · Joefish
Joefish / produced during employment
MED / Process
Process
Carved, then stamped
Four marks,
burned in wood
Sun, sea, fruit trees and the olive branch stand in for the whole Mediterranean.
Bound as a wooden board, marks burned into the spine.
MED / Applied
Applied
Clinic identity
Nuleaf
A London dental clinic designed to make every visit feel less clinical and more uplifting. Traditional white and blue dental branding was replaced with an energetic mix of electric blue, aqua, pink and neon green.
Designer · Brash Brands · London
© Brash Brands / work produced during employment
Nuleaf / Identity
LOGO MARK
Nuleaf means a fresh start, so the monogram turns the N and U into a leaf. Freshness is what a dentist actually sells, and the greens and mint of the palette carry it further than any clinical blue could.
Collateral
A FRESH TAKE
ON COLLATERAL
From appointment cards and business cards to notebooks and editorial pieces, every touchpoint carries the Nuleaf identity. Bright colour, playful icons and a distinctive pattern turn everyday clinic materials into an experience that feels fresh, friendly and unmistakably Nuleaf.
Business cards
Nuleaf / Applied
Applied
VISUAL ELEMENTS
The feed runs on the same three moves. Tiled pattern, the mark radiating on its own ground, and a prop shot, all in the flat palette.
Geometry
Thick and thin
Lockup
Food for thought
Socrates
A Dubai casual dining concept that turns the philosopher's words of wisdom into food for thought: witty, twisted, hungry quotes bridging ancient and modern. Concept, copywriting, art direction and branding.
Concept · Copy · AD · WonderEight
© WonderEight / work produced during employment
The mascot
Socrates,
in shades
The philosopher himself becomes the mascot. An engraved bust with sunglasses dropped on, so he can front a pizza box, a bag or a lit sign at the door without ever needing a logotype beside him.
Kraft bag, in service
Socrates / Collaterals
Collaterals
Interior / 59
A sandwich
for the hemlock
02 / Packaging & F&B
Restaurant branding / Dubai, 2012
Kris
Kros
Three regions on one menu, told through hot air balloon travellers who collected the best recipes in the world. The project that started my career.
Designer · WonderEight · Dubai
© WonderEight / work produced during employment
KrisKros / The concept
The idea
Many countries,
three continents
China
Italy
Mexico
France
Turkey
Balloon travellers who searched the world for the best recipes. Every facet is another country they landed in.
Slogan:
The balloon envelope,
flattened into facets
KrisKros / Making of the logo
Making of the logo
Why a
hexagon,
and how
A balloon is built from panels. Lay one flat and it gives a hexagon of six equal triangles, with the name knocked out so Kris and Kros cross where the facets meet.
KrisKros / Collaterals
Collaterals
KrisKros / Making of the menu
Making of
Three continents, one menu
Appetizers
KrisKros / The placemats
Illustration
One mat per region
Each region gets a composite landscape from its own landmarks, with the balloons crossing overhead in the brand pattern.
