I’m a Design Director and founder with more than 20 years of experience across brand identity, visual systems, digital products, and creative leadership.

My background is rooted in branding and visual communication, where I’ve worked across government, technology, healthcare, culture, and commercial organizations in the UAE and wider region.

Over time, my work expanded into product design, UX, systems, and AI-assisted development. Today, I work across brand, product, and implementation as parts of the same design problem.

I’m currently building BUZU, a UAE grocery decision platform, where I lead product strategy, UX/UI, brand systems, visual language, and product decision-making while working directly with AI coding agents to inspect systems, prototype behavior, and refine the working product.

I still design hands-on because I believe strong design leadership should stay close to the work.