✦ Overview
As part of my Master’s coursework in Change Management, I created a comprehensive presentation deck analyzing the sports shoe industry’s environmental impact and proposing actionable transformations using established change management frameworks. Focusing on raw‑material sourcing, manufacturing processes, and end‑of‑life disposal, the deck outlines strategic steps for brands to transition toward sustainable, circular practices without sacrificing performance or profitability.

✦ Concept
The core narrative follows Kotter’s Eight‑Step Process and the ADKAR Model, mapping each phase- from building urgency around ecological damage to anchoring new, green processes into corporate culture. Case studies (e.g., bio‑polymer midsoles and take‑back recycling programs) illustrate how industry leaders can lead systemic change. The deck’s flow guides stakeholders through diagnosis, visioning, surging engagement, and sustaining momentum.

✦ Visual Elements
Color Scheme: Bold dark orange paired with deep black to evoke athletic energy and signal both urgency (environmental risk) and strength (capacity for change).
Layout: A modular grid with full‑bleed imagery of production lines and landfill sites contrasted against minimalist iconography representing each change step.
Charts & Diagrams: Clean, custom‑drawn process maps of Kotter’s model, ADKAR status wheels, and before‑/after impact infographics.
Typography: A strong sans‑serif headline type for “Step 1: Establish Urgency,” with a complementary narrow sans for body copy, ensuring high legibility in dark‑mode slides.

✦ Tools Used
Microsoft PowerPoint: Master slides, custom theme creation, and animation of step‑by‑step process builds
Adobe Illustrator: Custom icons, infographics, and flowchart design
Excel: Data analysis and chart generation for environmental impact metrics

✦ Outcome
The presentation earned highest distinction in my Change Management module and was later shared with a university‑industry sustainability forum. Peers and faculty praised its clear strategic roadmap and compelling visuals. Several students adopted its framework for their own industry case studies, amplifying its academic impact.

✦ Reflection
This project deepened my ability to translate complex management theories into persuasive visual narratives. Balancing rigorous analysis with dynamic, athletic‑themed design reinforced how strategic storytelling can drive stakeholder buy‑in for sustainability initiatives—whether in class or in the boardroom.

✦ Overview
This project involved building full visual identity systems for three independent cloud kitchen brands - Street 48, 200 SE 300, and Mr. Bun & Mrs. Bao operated by 1 company. Each brand catered to a unique cuisine and audience segment. I was responsible for end-to-end creative direction, including branding, menu design, packaging development, and promotional collateral. All three identities were crafted in close collaboration with a food consultant, with special attention paid to sustainable design practices and production feasibility.

✦ Purpose
The branding work aimed to give each cloud kitchen brand a distinct, recognizable identity that could thrive across digital platforms and packaging touchpoints. The visual system needed to function within a delivery-first model while evoking strong brand recall. Packaging needed to be technically accurate, sustainable, and visually cohesive for a seamless user experience from order to unboxing.

✦ Design Approach
Each brand received a unique system that reflected its individual tone:

~ Street 48 leaned towards into urban textures and bold graphic energy, inspired by modern indian cuisine, street food culture.

~ 200 SE 300 featured a clean, minimal layout system, reflecting high-efficiency cuisine with a design-led tone, encapsulating the more affordable indian street food on the god.

~ Mr. Bun & Mrs. Bao was a unique combination of contemporary indian cuisine juxtaposed with pan asian cuisine, hence the combined chinese illustrative, character-led charm with bold palettes and rounded visual language.

Packaging dielines were built from scratch - ensuring accurate bleed, folds, and technical fit across boxes, wraps, and bags.
I also designed custom advertising layouts, social media graphics, and menu printables, balancing promotion with personality. A key priority was ensuring low-waste, cost-effective print production by selecting recyclable substrates and re-usable label formats.

✦ Tools Used
Illustrator (Logo systems, dielines, iconography)
InDesign (Promotional materials and menu layout)
Photoshop (Mockups, visual refinement)
Prototyping in PDF for client approval and production handoff

✦ Outcome
The branding successfully translated into full-service packaging and marketing for each cloud kitchen. The visuals helped differentiate each offering and provided strong cohesion between digital appearance and physical experience. The sustainable packaging was well received for its efficiency, functionality, and tactile appeal.

✦ Reflection
This project deepened my experience with brand systems built for tactile interaction- especially in the food-tech space. It challenged me to merge aesthetic design with material awareness and environmental responsibility, while crafting clear, strategic communication tools that supported both brand growth and consumer delight.

✦ Overview
This project involved designing the visual identity, layout, and formatting of the official Accor Policy Guidelines 2024, created for all team members across the Dubai regional office. The objective was to make the internal document clear, navigable, and visually welcoming- reflecting both Accor’s corporate professionalism and its commitment to people-first culture.

✦ Purpose of the Guide
The policy guide serves as a central onboarding + reference document covering everything from workplace values, culture, sustainability goals, office protocols, and wellness benefits, to meeting room etiquette and emergency contacts. It will be utilized by newcomers, current employees, and leadership as an everyday go-to for all Dubai office operations!

✦ Design Approach
My aim was to create a layout that balanced:
Corporate clarity with visual warmth
Professional structure with engaging visual breaks
I applied the following principles:
Consistent typographic hierarchy for scannability
Bright accent colors to reflect Accor’s global hospitality tone
Custom icons and section dividers to visually break dense content
A mix of open white space + structured content blocks to aid readability
Each section header was intentionally styled to mirror Accor’s brand identity while introducing subtle graphic elements for easier navigation.

✦ Content Highlights
Sections included:
Accor values & cultural statements
Office building orientation (floor plans, meeting room systems)
Employee wellness & sustainability initiatives
Emergency protocols & contact lists
Hosting guidelines and delivery instructions
The layout had to accommodate diverse content types, from CEO messages to practical diagrams- all while feeling cohesive across 30+ pages.

✦ Tools Used
Adobe InDesign (Primary layout tool)
Illustrator (Icons and visual accents)
Photoshop (Image refinement)
PDF optimization for digital distribution

✦ Outcome
The final guide was distributed company-wide and praised for its readability, user-friendly formatting, and consistent visual tone. It played a role in improving onboarding clarity and internal communication flow.

✦ Reflection
This project reinforced my strength in editorial structure and internal design systems. Designing with both function and tone in mind helped me support a meaningful employee experience- not just through content, but through design thinking.

✦ Overview
For BNW Developments’ Pelagia waterfront property on Ras Al Khaimah’s Al Marjan Island, I designed a premium trifold brochure that communicates luxury living, investment opportunity, and the project’s unique architectural narrative. The brochure presents high‑impact imagery, concise copy, and clear data hierarchy to guide both prospective homeowners and investors through Pelagia’s amenities, design principles, and pricing details.

✦ Design Approach
Spatial Logic: A three‑panel spread that unfolds the story- from brand introduction to lifestyle highlights to unit specifications.

Visual Hierarchy: Large lifestyle photography paired with bold headlines (“The Majesty of Pelagia”), subheadings for “Amenities” and “Available Units,” and tabular layouts for pricing and area breakdowns.

Architecture Motif: Wave‑inspired graphic accents echo the building’s fluid form and Al Marjan Island’s waterfront setting.

Color & Typography: A sophisticated palette of deep teal, sandy beige, and metallic gold reflects sea and sand; paired with a modern serif for headlines and a clean sans serif for body text, ensuring readability and elegance.

✦ Tools Used
Adobe InDesign: for brochure layout, master pages, and pre‑flight checks

Adobe Illustrator: for creating wave motifs, iconography, and custom tabular graphics

Adobe Photoshop: for retouching property renders, enhancing light and color consistency

✦ Outcome
The Pelagia brochure became a key selling tool at BNW’s April 2025 launch event. Its clear presentation of unit types, pricing, and lifestyle imagery drove a 30% increase in qualified investor inquiries within the first two weeks. Brokers praised its balance of aspirational visuals and precise data, and it remains the primary leave‑behind piece for site tours and investor meetings.

✦ Reflection
This project reinforced my ability to merge architectural storytelling with data‑driven layouts. Crafting a brochure that feels both sumptuous and informative required disciplined hierarchy and creative restraint. I learned how to adapt complex real‑estate specifications into elegant, digestible graphics and saw first‑hand how thoughtful print design can elevate a luxury brand’s market impact.

✦ Overview
Recently I worked with Nomada on the visual design system for the Sharjah Animation Conference 2024 (SAC) - a pioneering event celebrating animation, storytelling, and visual culture in the Middle East. The brief required a balance between playful expression and professional structure, aligning with japanese anime’s signature illustrative style while elevating the energy of a first-time cultural event.
From wall murals and gift shop lightboxes to entry signage and looped digital TV illustrations, the visuals were designed to connect with attendees of all ages, while maintaining the playful, hand-drawn spirit of Nomada’s brand.

✦ Concept
The visual language centered around japanese anime and manga comics, interpreted in various creative scenes across the venue. These scenes represented moments of curiosity, interaction, and whimsical exploration—perfectly capturing the essence of SAC.
The design leaned heavily on scale, movement, and vivid color to enliven the space and guide visitor flow. Each placement, whether on a wall, screen, or lightbox was thoughtfully considered to feel like a continuation of the animated universe.

✦ Visual Elements
Wall Artworks: Large-scale murals showcasing Anime in 4 specific rooms (workshops)at the event. designed for photo moments and thematic immersion.
Retail & Gift Shop Lightboxes: Playful illustrations that brought a sense of discovery and charm to merchandise zones.
Entrance Lightboxes: Illustrated welcome visuals that set the tone upon arrival and reflected the SAC brand voice.
TV Illustrations: Digital looping visuals with variations of different anime style japanese characters, used to activate waiting areas and key corridors.

✦ Challenges & Intentional Design Choices
One of the biggest creative challenges was ensuring visual consistency across formats- translating hand-drawn energy into both physical and digital environments without losing charm or clarity.
The color palette was kept bold but soft to appeal to a wide audience - from professionals to families and children. Compositionally, illustrations were designed to feel modular so they could be repurposed across screens, signage, or installations with ease.

✦ Outcome
The final artworks were installed across the SAC venue and received overwhelmingly positive feedback from visitors, creatives, and the organizing team. The cohesive visual identity contributed to the event’s sense of place and story- blending function, fun, and emotional design into a memorable atmosphere.

✦ Reflection
This project gave me the chance to explore animation-inspired storytelling in space - blending illustration with environment design, and adapting creative elements for signage, retail, and motion. Working alongside Nomada’s team pushed me to find balance between brand coherence and playful spontaneity.