Brands built from one idea out to every surface.

An all-styles dance battle in Cairo. Eight dancers line up, winners stay on the floor, and the first to seven points takes it. The brand had to feel as fast and loud as the format.

Smoke as the moving part of the brand. The wordmark sits inside a fluid smoke shape that stretches across posters, tickets and hoardings, so every piece looks like it is still in motion.

Logo and color variants, event posters, audience tickets, wristbands coded by color, and street hoardings.

Repellents in Egypt look and smell like pesticides. They are greasy and spoil a summer night in Gouna or a family sunset in New Cairo.

Move the category from a chemical chore to a skincare ritual. The brand is an "Unbothered Explorer", a mix of Jester and Explorer, with one line for packaging and social: Buzz Off. Protect the Vibe.

Positioning, mission, archetype and brand promise, then the asterisk mark, typography, doodle system, can design, outdoor and merch.

A farm growing premium ornamental palms and mangoes with sustainable methods, selling to homes, hotels and resorts.

The letters A and F, mirrored, form a palm tree. The mark went from pencil sketches to a geometric build, and a woven palm-frond pattern carries it across the system.

The whole brand from one designer: identity, website, shoot direction, and the content and posting that followed.

A community where dance styles clash and merge, with battles that give young dancers a stage across the Middle East.

A slanted, interlocking wordmark that reads like two dancers squaring off. It runs in chrome for everyday use and in fire for battle nights.

Mission, vision and brand formula, the wordmark in two finishes, caps and flags, and judge line-up announcements for each battle.

A community for Arabic speakers in Egypt learning Chinese, which I started with my brother. It had to make a hard language feel friendly.

A dragon in round glasses and a graduation cap: the teacher you would actually ask a question. Every lockup works in Arabic and English, horizontal and vertical.

Mascot logo, four bilingual lockups, Arabic and Latin type pairing, color system and launch communication.

A marketing automation platform covering email, chatbots and web push. It needed to look reliable to banks and universities without feeling cold.

Back to basics: a single B over an underline, as if the essentials were highlighted. One strong blue carries the brand, with yellow saved for emphasis.

Logo, brand guidelines, stationery and merch, and the marketing website.