Selected work — four projects across brand creation, integrated campaigns, and international communications. Each one is shown through the lens of the brief, the leadership challenge, and the outcome.

1 - A Brand (Re)birth: Redefining identity with fluidity and purpose shows that evolution isn’t a risk, but a necessity for forward-thinking strategy.

2 - Transformative Storytelling: Helping brands rediscover their capacity for clarity — so their narratives endure and create genuine engagement between the work and the viewer.

3 - Purpose-Driven Solutions: Working with multinationals can make delivering straightforward creative work a challenge. Yet, within the structure, there’s always room to introduce fresh perspectives — and when it works, the results are deeply fulfilling.

4 - The Entrepreneur’s Dream: Translating a single vision into a living brand is an act of empowerment — guiding a dream toward its true north.

Follow the arrow below for featured projects.

  • Project 1 — Technica International (A Brand Rebirth):

    Brief: Revitalise a 15-year-old brand identity for Technica International — an established firm whose visual language had stopped reflecting its actual positioning.

    Leadership challenge: Managing a client with deep attachment to their existing identity, navigating internal stakeholder disagreements, and delivering a system robust enough to be implemented across teams without ongoing creative oversight.

    Outcome: A cohesive new brand architecture — identity, messaging, and cross-channel guidelines — that gave the organisation the tools to communicate consistently, internally and externally, without depending on external creative support for every application.

  • Project 2 — UNICEF (Transformative Storytelling):

    Brief: Create an educational animation series for UNICEF's Nutrition Department, guiding parents through child development milestones across the MENA region.

    Leadership challenge: Translating complex nutritional science into accessible, culturally resonant storytelling — balancing UNICEF's institutional tone with the need to hold attention in a fast-scrolling social environment.

    Outcome: Nine animations following the growth journey of twins, reaching hundreds of thousands of parents and caregivers across MENA. The series became a trusted reference resource and a benchmark for UNICEF's regional content strategy.

  • Project 3 — USAID / DAWERR (Purpose-Driven Solutions):

    Brief: Develop a communication campaign for USAID/DAWERR — a Lebanon-based NGO — spotlighting community recycling initiatives led by local changemakers.

    Leadership challenge: Operating in Lebanon's active crisis context, with constrained resources and a client navigating both institutional reporting requirements and genuine community trust concerns.

    Outcome: A documentary-style content campaign that stayed true to the people it featured — honest, locally grounded, and aligned with both USAID's accountability standards and DAWERR's community relationships.

  • Project 4 — Beryti Barcelona (The Entrepreneur's Dream):

    Brief: Build a brand for Beryti — a Lebanese cultural bar concept launching in Barcelona, founded by two Lebanese women.

    Leadership challenge: Translating a deeply personal founding story into a brand system that could work commercially, communicate cross-culturally, and grow beyond its founders' direct involvement.

    Outcome: A complete brand identity — naming rationale, visual system, tone of voice, and community positioning — that launched Beryti as a living cultural bridge between Lebanon and Spain, with an engaged local following from opening.

  • These projects represent a fraction of 20 years of work. If you'd like to see more — or go deeper on any of these — get in touch. I'm happy to walk through the thinking behind any of them. → Get in touch