Designed and implemented VM guidelines for 50+ stores across Saudi Arabia, ensuring consistent branding and elevated in-store customer experiences. Won a company-wide logo design competition during KOJ's transition into KOJ and Jamjoom Fashion, and subsequently developed the brand identity and accompanying guidelines for Jamjoom Fashion. Rebranded Mihyar’s perfume packaging (bottles and boxes), resulting in record-breaking sales where the product sold out within six weeks for the first time in the brand’s history. Created the packaging, naming, descriptions, and bottle design for two new perfume lines, collaborating closely on scent selection. Launched a new product category, incense (Bukhoor), by developing the packaging, selecting scents, writing descriptions, and naming the product. Supported the ideation and led the execution of Mihyar’s first Eid advent calendar, introducing a creative and festive touch to the product line. Collaborated with area managers to ensure seamless rollouts of VM updates, solving challenges and aligning store presentations with brand standards. Trained two new VM team members, providing guidance on tools, guidelines, and processes. Partnered with KOJ Interiors to execute store hoardings and store updates. Consistently received positive feedback from senior managers, customers, and store staff for new packaging and VM updates. Created the photoshoot direction for the stores for the 2025 Ramadan campaign.

Co-founder, Designer and Art Director at Allura Fashion

August 1, 2021 - Present

Spearhead all creative and operational aspects of Allura Fashion, a Dubai-based home-grown fashion and lifestyle brand. Established Allura’s brand identity, emphasizing quality and focusing on locally sourced materials and craftsmanship. Manage seasonal collections, oversee end-to-end design processes, material sourcing and directing photoshoots. Manage and execute content creation, including photography, video editing, and social media planning, to drive brand engagement and growth. Direct photoshoots, manage logistics, and handle customer service, ensuring a seamless experience for clientele. Budget, plan, and strategize seasonal collections while maintaining quality craftsmanship and accessible price points.

Graphic Design Coordinator at Nayomi, Nayomi Moda & Mihyar - Kamal Osman Jamjoom (KOJ) Group | UAE

July 22, 2018 - June 1, 2023

Designed packaging, banners, posters, in-store visuals, and collaterals for Nayomi Moda and Mihyar, leading campaign ideation and execution while collaborating on campaigns for Nayomi as part of a design team. Developed logos and bilingual content for new product lines, packaging, and tags, ensuring alignment with brand guidelines. Led 20+ packaging rebranding projects, introducing innovative solutions such as premium leather tags for Mihyar’s leather products and designing the 300+ page Thobe fabric book. Provided quality assurance by reviewing supplier samples and ensuring all prints matched artwork before rollout to stores. Partnered with cross-functional teams (marketing, buying, social media, production, and external suppliers) to ensure on-time delivery of campaigns and products. The campaigns I worked on won "Retail ME Most Admired Brand Campaigns of the Year" awards in multiple years, including 2019 and 2022. Additionally, Mihyar was recognized as Most Admired Fashion Retailer of the Year at the IMAGES RetailME Awards 2024. Assisted with photoshoots, editing and selecting photos, and creating visually impactful assets for various campaigns.