I design the thingspeople keep.
A card that stays in the wallet. A page somebody sends to a friend. It is a harder measure than it sounds, and it is the one I use.
I learned design on press sheets. Packaging and print at IMLAB: paper stock, folds, finishing, and the millimetre that ruins a box. A poster two millimetres out is not a draft, it is a reprint, and somebody pays for it. You learn to decide before you commit.
Print teaches you that design is physical. Somebody picks it up, opens it in bad light, puts a cup down on it. That is why I build systems rather than single pieces: the second one, and the tenth, get made without me in the room.
Then Faancy Design, and eleven clients in a year: identity, type and colour systems, guidelines, and the web mockups underneath them. I studied UX and marketing alongside the design, which is why a layout of mine tends to arrive with one clear thing to do in it.
I went out on my own in August 2026. Now I work directly with founders, mostly in furniture, interiors and hospitality: identity, editorial, packaging and web, depending on what the thing has to do. I work in Arabic, French and English, usually on deadlines, with one pair of hands from brief to press file, so nothing gets lost in the gap between two people’s jobs.
A few projects at a time, directly or alongside a studio.
WHERE IT COMES FROM
Most of what I use, I found somewhere else.
- 01
Film.
A title sequence has about ninety seconds to set a tone and name a world, and it never stops to explain itself. I think about that pacing more than I think about grids.
- 02
Reading.
I read more than I post. The answer usually turns up in something unrelated, about a week later, when I have stopped looking for it.
- 03
Learning.
The certificates are further down the page. The useful part was the habit. I would rather be the least experienced person in the room than the least curious one.
- P/01
You get the system, not the file.
Every project leaves with tokens, a type scale and the rules for using them, so the tenth thing you make still looks like it came from the same place as the first.
- P/02
Pretty is not the brief.
There is UX and marketing training under the craft. A layout gets built around one clear thing to do, rather than decoration hoping to perform.
- P/03
One pair of hands.
Brief, art direction, design, press-ready files and the presentation itself. You deal with the person doing the work, which is usually faster for everyone.
- AUG 2026 TO PRESENTFREELANCE
Independent Brand & Visual Designer
Direct clients
BRAND REFRESHART DIRECTIONCLIENT FACINGProjects I find and run myself, from the brief through to the handover. The Leonis Collection refresh and its pitch deck came through this route. Identity work often paired with SEO, Google Ads and Meta assets, so a launch arrives already dressed.
- JUL 2025 TO JUL 2026REMOTE
Brand & Web Designer
Faancy Design
BRAND IDENTITYWEB DESIGNDESIGN SYSTEMSEleven client engagements taken end to end: visual identity, logo suite, type and colour systems, brand guidelines and web mockups built around a clear action. Each one documented as a system the founder could carry on using without me.
- SEP 2024 TO FEB 2025RABAT
Graphic Designer
IMLAB
PRINT PRODUCTIONPOSTER DESIGNPREPRESSPosters, logos, packaging and print collateral for a mixed client list, on studio deadlines. This is where the prepress habits came from: bleed, colour profiles, print-ready files, and no reruns.
- 01Brand identity systems
- 02Typography & type systems
- 03Editorial & poster design
- 04Packaging & print production
- 05Web & landing page design
- 06UI design & prototyping
- 07Art direction & pitch decks
- 08Social & ad creative
TOOLKIT
LANGUAGES
- Arabic
- NATIVE
- English
- FLUENT
- French
- ADVANCED
- 2024 TO 2025RABAT
Digital Marketing, SEO & Community Management
École High-Tech Rabat
Paid social, SEO fundamentals, ads reporting and community strategy. The half of the job that happens after the design is finished.
- NOV 2023 TO APR 2024ONLINE
Google UX Design Certificate
Google & Coursera
Research, wireframing, prototyping and usability testing. It is where the habit of designing around one clear action came from.
- 2022 TO 2024RABAT
Specialised Technician, Graphic & Infographic Design
ISTA NTIC Rabat
State diploma. Print production, editorial layout, typography and prepress. The foundation under everything else I do.