At my core, I am a designer, but throughout my career and as part of my growth, I have worn many hats to help brands connect the dots.

Over the past 14 years, I’ve had the privilege of working in two major industries: automotive and technology. In these fast-paced environments, I’ve collaborated with some of the most prestigious brands and agencies across nearly every vertical on all five continents, gaining valuable international experience. I speak English, French, Arabic, and have basic proficiency in Italian and Mandarin.

Areas of expertise

Creative concepts, art direction, and design for:

  • Branding and visual communication.

  • Brand live experience and event.

  • Photography and film production (CGI, live-action).

Experience figures 

  • 14 years of experience.

  • Collaborated with the world’s leading agencies and brands on 5 continents:

Asia: China, South Korea, UAE, Saudi Arabia, Russia, Pakistan, India, Indonesia, Malaysia, Thailand

Africa: Morocco, Nigeria. Egypt, Kenya 

Europe: France, Italy, Germany, UK

Americas: USA, Brazil, Colombia 

Australia

Awards

  • Red Dot Award 2023 - Infinix Custom Font design for the new brand refresh.

  • Transform Asia award 2023 - Best strategic and creative Development. Best brand evolution. Best visual identity. Best use of typography.

  • Asia Telecommunications Awards 2022:  Marketing & Brand initiative of the year - China, Infinix ZERO X PRO Launch in corporate partnership with the Royal Greenwich Observatory in London.

Career Journey

Started in Morocco:

  • Began career at Horslimite, an event agency specializing in sports and cultural events.

  • Gained experience in major event production, including music festivals and sports events.

Career Abroad:

  • Transitioned to freelancing to broaden skills and experience.

  • Worked with clients across Europe, the UAE, and China.

  • Relocated to Beijing in 2013, then moved to Shanghai, marking the start of my journey in Asia.

8 Years in Shanghai:

  • Motionone Communications:

    • Served as Art Director, designing and managing brand experiences for Ferrari, Maserati, Jaguar Land Rover, and Bréguet.

  • Avantgarde:

    • Managed the Porsche account and oversaw various projects.

  • NIO Global Brand Design:

    • Creative Lead, leading global launches for NIO’s first three vehicles, charging services, and Formula-E.

    • Guided branding and design efforts across design systems, product marketing, events, and interior design.

  • Infinix Mobility 

    • Joined Transsion - Infinix Mobility as Global Brand Creative Director in 2020.

    • Led the HQ branding and marketing design center.

    • Oversaw creation of global visual assets, including digital and print design, photography, films, and branding.

    • Managed third-party vendors and production studios.

    • Provided mentorship to in-house designers and served as brand spokesperson during product launches.

Creative Consultancy in Europe:

  • Focused on creative concept development and design for global agencies, including Auditoire (Paris), Balich Wonder Studio (Milan), and Motionone Communications (Shanghai).

Current Role: