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I’m a Creative Director and Brand Creator with over 15 years of experience shaping brand narratives across Canada, Saudi Arabia, and the UAE. I specialize in localizing global stories for MENA audiences while upholding international brand standards, guiding cross-functional teams, vendors, and licensors to deliver compelling campaigns, packaging, and events. My work spans toy design, packaging, and large-scale events, from brand relaunches to regional activations, always with strict budget control and a focus on ROI. I’m fluent in Arabic and English and thrive in fast-paced environments that demand creative excellence and practical execution.…I’m a Creative Director and Brand Creator with over 15 years of experience shaping brand narratives across Canada, Saudi Arabia, and the UAE. I specialize in localizing global stories for MENA audiences while upholding international brand standards, guiding cross-functional teams, vendors, and licensors to deliver compelling campaigns, packaging, and events. My work spans toy design, packaging, and large-scale events, from brand relaunches to regional activations, always with strict budget control and a focus on ROI. I’m fluent in Arabic and English and thrive in fast-paced environments that demand creative excellence and practical execution.

Mohanad Kasmi

Creative Director, Brand Designer, Art Director, +3

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I’m a Creative Director and Brand Creator with over 15 years of experience shaping brand narratives across Canada, Saudi Arabia, and the UAE. I specialize in localizing global stories for MENA audiences while upholding international brand standards, guiding cross-functional teams, vendors, and licensors to deliver compelling campaigns, packaging, and events. My work spans toy design, packaging, and large-scale events, from brand relaunches to regional activations, always with strict budget control and a focus on ROI. I’m fluent in Arabic and English and thrive in fast-paced environments that demand creative excellence and practical execution.…I’m a Creative Director and Brand Creator with over 15 years of experience shaping brand narratives across Canada, Saudi Arabia, and the UAE. I specialize in localizing global stories for MENA audiences while upholding international brand standards, guiding cross-functional teams, vendors, and licensors to deliver compelling campaigns, packaging, and events. My work spans toy design, packaging, and large-scale events, from brand relaunches to regional activations, always with strict budget control and a focus on ROI. I’m fluent in Arabic and English and thrive in fast-paced environments that demand creative excellence and practical execution.

Available to hire

I’m a Creative Director and Brand Creator with over 15 years of experience shaping brand narratives across Canada, Saudi Arabia, and the UAE. I specialize in localizing global stories for MENA audiences while upholding international brand standards, guiding cross-functional teams, vendors, and licensors to deliver compelling campaigns, packaging, and events.

My work spans toy design, packaging, and large-scale events, from brand relaunches to regional activations, always with strict budget control and a focus on ROI. I’m fluent in Arabic and English and thrive in fast-paced environments that demand creative excellence and practical execution.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

Arabic

Fluent

English

Fluent

Work Experience

Creative Director | Brand Development Lead at Toytriangle LLC

January 1, 2023 - Present

Lead creative strategy across Brand, CRM, Partnerships, Social & Performance Marketing. Partner with licensors including Disney and Cartoon Network to localize campaigns across MENA. Directed the relaunch of Fulla, re-establishing it as a cultural icon with strong resonance in KSA. Manage and mentor a multidisciplinary creative team and external agencies to deliver world-class outputs. Streamlined workflows from brief to delivery, ensuring efficiency, brand alignment, and cost-effectiveness. Planned and executed regional retail events, launches, and activations, optimizing budgets for maximum impact.

Brand Manager at SGi Lighting Inc.

January 1, 2021 - December 31, 2022

Developed brand guidelines, toolkits, and B2B campaigns across North America. Directed creative production to align with growth objectives.

Brand Creator | Art Director at Freelance Creative Consultant

January 1, 2018 - December 31, 2020

Built brand identities, packaging, and campaigns for startups and established clients. Specialized in adapting global storytelling for local markets. Designed and managed events, exhibitions, and promotional activations with efficient cost control.

Creative Manager at Advismint Marketing Consultancy

January 1, 2012 - December 31, 2013

Delivered premium branding and marketing solutions for UAE clients. Oversaw campaign development, production, and client presentations. Coordinated corporate events, launches, and roadshows from concept to execution.

Creative Manager at Advismint Marketing Consultancy

January 1, 2017 - December 31, 2018

Creative Manager | Global Brand Builder at NewBoy FZCO

January 1, 2000 - December 31, 2011

Directed creative development for Disney-licensed toys & entertainment brands, from concept to global launch. Localized campaigns for KSA & GCC markets, ensuring cultural fit with Disney’s global standards. Managed in-house creative teams and international licensors across Asia and Europe. Organized large-scale promotional events and exhibitions in KSA and the region.

Creative Manager | Global Brand Builder at NewBoy FZCO

January 1, 2013 - December 31, 2017

Co-Founder & Vice President at Syrian Canadian Art Council

January 1, 2019 - Present

Co-founded and led the organization, supporting arts initiatives and cross-cultural exchange in Toronto.

Creative Director | Brand Development Lead at Toy Triangle LLC

January 1, 2023 - Present

Lead creative strategy and storytelling across brand, CRM, partnerships, social, and performance marketing. Partner with major global licensors to localize campaigns for MENA audiences while preserving brand integrity and licensing compliance. Directed the relaunch of Fulla, drawing on 17 years of prior experience (2000–2017) to re-establish it as a cultural icon across Saudi Arabia and the GCC, including packaging, retail activations, and on-site events. Direct and mentor a multidisciplinary creative team plus external agencies to deliver world-class output on time and on budget, from concept through production to rollout. Streamlined creative workflows by standardizing briefs, approvals, and asset management, boosting efficiency without compromising creative excellence. Conceptualized and executed regional brand events, launches, promotions, and activations with tight budget control and measurable KPIs. Strong emphasis on brand consistency, cross-functional collaboration, vendor co

Brand Creator | Art Director (Freelance) at Freelance

January 1, 2018 - December 31, 2020

Built brand identities, packaging, and multi-channel campaigns for diverse clients. Specialized in adapting global storytelling for local markets. Designed and managed events, exhibitions, and promotional activations with tight cost control.