I'm a New York-based art director and designer with a focus on brand systems, visual identity, and multi-channel design.
I build brands from the ground up, developing visual systems, shaping creative direction, and pushing ideas far enough that they actually feel like something. That work has taken me from packaging and brand identity to editorial design for investigative journalism. On the other side of that, I've spent the past few years working across major CPG brands, translating existing identities into clear, cohesive visuals that work across formats and retailers.
I was born in Casablanca and moved to the States when I was young. My biggest creative influence is my mother; she has a gift for recreating the cultural moments I've missed out on by growing up here instead of with the rest of my family. Every summer, we'd start a new craft together. I think about that a lot when I design. There's something about the way she approaches making things (resourceful, intentional, joyful) that I try to bring into every project.
Outside of work, I find inspiration from my surroundings. National parks are my reset button. Yosemite is my favorite place on earth, and I make it to Acadia as often as I can. I'm easygoing, solution-oriented, and probably one of the most chronically online people you'll ever meet. I've been building communities online since the fifth grade, when I started a fan page for some YouTubers and somehow ended up with a following. Old habits.