Description

Great creativity doesn’t just make an impression—it forges connection. That belief has defined my 15+ year journey leading brand storytelling, creative direction, and campaign strategy for purpose-driven startups and household names alike. I sit at the intersection of strategy and craft, where business goals meet emotional clarity—and where bold ideas become cohesive, audience-moving experiences.

Industry field of expertise

Languages

English
Native or bilingual
Arabic
Conversational

Workplace preferences

Remote only

Primarily works remotely

Inviine Creative Studio (ICS)
Art Director
January 2019 - Today (7 years and 7 months)
Atlanta, United States
Directed enterprise-grade creative strategy for a diverse portfolio of 7+ clients (startups and established companies) by building foundational aesthetics, devising design languages, and propelling full-scale rebranding campaigns. Brand Positioning Strategies | Internal & External Channel Alignment
• • Streamlined corporate goal atainment and elevated user engagement for a SaaS firm by developing a scalable, modular design system, outlining brand standards, and harmonizing internal and external tone and aesthetics.
• • Increased event return-on-investment (ROI) by 78% by ensuring SaaS brand aesthetics resonated with the target audience; shortened the production time by 28% by refining digital asset management workflows and reinforcing resource organization.
• • Achieved cross-departmental brand consistency by rectifying creative workflows and standardizing core design elements (color paletes, paterns, butons) across all digital channels, print collateral, and web presentations.
Operational Efficiency Optimization | Collaboration
• • Decreased revision cycles by 25%, augmenting user satisfaction to 95%, for a client by eliminating silos, establishing a cross-team communication cadence, and instating best practices for clarifying, documenting, and sharing client expectations.
• • Grew audience engagement by 23% by using client briefs to create impactful visual concepts and craft web and print collateral.
Adobe Creative Suite Design logo Brand content
Sherrod Customs (SC)
Director, Marketing Creative Services
June 2017 - December 2018 (1 year and 6 months)
Spearheaded full-cycle brand evolution and creative plan design and execution for a luxury automotive firm by driving synchronization with the target market; enhanced visual development through cross-disciplinary work and executive partnerships.
Multi-Platform Creative Direction | Experiential Impact Orchestrated immersive customer experiences by distributing metal business cards, erecting experiential booth setups, integrating tear sheets, and introducing interactive elements to create lasting brand impressions and achieve service visibility.
• • Expedited the sales cycle by 15% and uplifted close rates by 30% by building compelling visual narratives and targeted marketing assets, improving stakeholder engagement by 33%.
Scheduling Institute
Senior Visual Designer
May 2016 - June 2017 (1 year and 1 month)
Devised design roadmaps for three corporate events within a year to assist healthcare practitioners in streamlining care delivery. On-Site Event Production & Execution | Client Expectation Management
• • Raised conversion rates by 50% by boosting event atendance and organizing a cohesive design experience through standardized aesthetics, including color paletes, tone, visuals, typography, hierarchy, etc.
• • Expanded service integration by 43%, generating $125K annually through patient retention for clients, by developing high-end creative assets in alignment with the brand identity and changing market trends.