Building a contemporary Egyptian beauty brand around curiosity, clarity and the relationship between nature, science and everyday care.

A food photography direction focused on the honesty of raw ingredients, using texture, light and close observation to make product quality visible.

A food photography direction focused on the honesty of raw ingredients, using texture, light and close observation to make product quality visible.

A fashion identity built around the tension between expressive editorial photography and a restrained typographic system.

A photographic observation of one of Cairo’s most remarkable surviving Islamic monuments, exploring more than eleven centuries of architecture through light, scale, repetition and human presence.

An Egyptian spice brand built around the extraordinary colour, texture and variety already present inside the ingredients themselves.

Art direction for a cultural event where identity had to move beyond graphics and become part of screens, spaces, motion and the physical festival experience.

A minimal identity for an audio mixing and mastering studio, translating precision, rhythm and technical control into a quiet visual language.

Two photographs made during a personal trip through Sri Lanka that were later selected by Apple for its global Shot on iPhone campaign.

A self-initiated exploration of how the visual memory of Ancient Egypt could inspire a contemporary beverage brand without becoming historical pastiche.