At my core, I am a designer, but throughout my career and as part of my growth, I have worn many hats to help brands connect the dots.

Over the last 12 years, I have been lucky to work in two major industries: automotive and consumer electronics. In a fast-paced environment, I was fortunate to collaborate with some of the most prestigious brands and agencies in almost every vertical on the 5 continents and gain valuable international work experience.

I speak English, French, Arabic, and basic Italian and Mandarin.

Areas of expertise

Creative concepts, art direction, and design for:

  • Branding and visual communication.

  • Brand live experience and event.

  • Photography and film production (CGI, live-action).

Experience figures 

  • 12 years of experience.

  • Collaborated with the world’s leading agencies and brands on 5 continents:

Asia: China, South Korea, UAE, Saudi Arabia, Russia, Pakistan, India, Indonesia, Malaysia, Thailand

Africa: Morocco, Nigeria. Egypt, Kenya 

Europe: France, Italy, Germany, UK

Americas: USA, Brazil, Colombia 

Australia

Awards

  • Red Dot Award 2023 - Infinix Custom Font design for the new brand refresh.

  • Transform Asia award 2023 - Best strategic and creative Development. Best brand evolution. Best visual identity. Best use of typography.

  • Asia Telecommunications Awards 2022:  Marketing & Brand initiative of the year - China, Infinix ZERO X PRO Launch in corporate partnership with the Royal Greenwich Observatory in London.

About

It all started in Morocco. After graduation, I began my career at Horslimite organization, an event agency specializing in sports and cultural events. In my first design job, I had the chance to learn and experience major big events production happening in the country, from music festivals with worldwide A-list artists to sports events. During my tenure, I worked and coordinated closely with the project teams to generate and execute design concepts for different event projects.

To move forward with my passion for design and develop my artistic and business skills, I took the enormous challenge to start a career abroad. I did this first as a freelancer with different clients in Europe, the UAE, and finally China. After a visit to Beijing in 2013, I decided to relocate and start my journey to Asia.

Over the 8 years that I spent in Shanghai, I was lucky to work in two major industries: automotive and consumer electronics. In a fast-paced environment, I have worn many hats and worked on a wide range of projects. I was fortunate to collaborate with some of the most prestigious brands and agencies in almost every vertical on the 5 continents and gain valuable international work experience.

First at Motionone Communications where I was hired as an Art Director. I led event design and brand experience projects for Ferrari, Maserati, Jaguar Land Rover, and Bréguet. After that, I joined Avantgarde a leading experience design agency where I was responsible for the Porsche Account, while often overseeing projects from various business accounts.

Following my time in the agency world, I was part of a multicultural team that shaped NIO brand design in 2017. Hired as Creative Lead at the NIO Global Brand Design department, I worked on the global launch of NIO's 3 first vehicles, NIO charging services, and Formula-E. I collaborated and guided NIO's departments on campaigns and branding projects that translated NIO's vision and marketing objectives across business units into clear and motivating creative design across disciplines: design systems, product marketing, events, and interior design

Following 6 years in the automotive industry, I decided to move on to a different field where I could further advance my career in a leadership role. In 2020, I joined Transsion - Infinix Mobility, an emerging technology company that designs, manufactures, and markets a wide range of products worldwide. 

As the Global Brand Creative Director, I led the HQ branding and marketing design center, overseeing the creation of global customer-facing visual assets, including digital and print design, photography, films, and branding. Alongside managing relationships with third-party vendors and production studios, I provided mentorship to in-house designers across three design hubs. Additionally, I served as the brand spokesperson for design and branding during new product launches.

Currently, I provide my expertise in creative concept development and design for various global agencies, including Auditoire in Paris, Balich Wonder Studio in Milan, and Motionone Communications in Shanghai.