Identity, editorial and the websites that carry both. Good enough that people assume you have a whole department.
26LETTERS TO WORK WITH
The first one is easy.I design for what happens next.
- 12+
- BRANDS DELIVERED
- 03
- DISCIPLINES
- Brand identity
- Editorial
- Web design
Identity, editorial and the websites that carry both, for founders who will outgrow the first version. Twelve brands so far, between the agency and my own clients. Most left with the tokens, the type scale and the rules to keep going without me.
Anyone can make the first thing look good. The next one gets made by someone else, in a hurry, on a Tuesday. A system is what makes that one look like yours too.
The work.
Five projects. A different problem under each.
- DaretAn app for the Moroccan savings circle, designed for the people who run it from memory.

- Leonis CollectionA hospitality house that needed to sound like a private address, not a hotel.


- PostersA series arguing that good design outlives the decade that made it.


- Noor StudioA Marrakech furniture house, built to be read at arm’s length on a phone.


- Campaigns Nobody OrderedPrint ads for the everyday Moroccan places that never asked for one.



What I can makefor you.
Three kinds of work, done by the same pair of hands from the first sketch to the final file.
A brand people recognise before they read it.
The mark, the type, the colours, and the rules that keep them honest when someone else is holding the pen. You get a guide your team will actually open.
- Logo and mark
- Type and colour
- Brand guidelines
- Stationery and social
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Things people keep instead of recycling.
Catalogues, posters and printed pieces, set to be read at arm's length and to come back from the printer looking the way they did on screen.
- Catalogues and lookbooks
- Posters and campaigns
- Copy and art direction
- Print-ready files
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The place they land, and the product behind it.
Websites and app interfaces designed from the identity outwards, so the brand does not stop at the logo the moment somebody taps.
- Websites
- App interfaces
- Design systems
- Launch-ready handoff

