Selected
Work

Project Overview

UNICEF Pakistan commissioned an awareness campaign for World Breastfeeding Week 2023, targeting low-literacy communities across Pakistan. As lead designer, I created the full visual system and all campaign materials for print, events, and social media — in three languages.

The Challenge

The core challenge was communicating the importance of breastfeeding and maternal health to audiences with low or no literacy, spread across regions with different local languages. The campaign needed to work for people who could not read at all, while remaining accurate and trustworthy for institutional partners.

Objectives: Explain why breastfeeding is essential for child development; emphasise the impact of a mother's health and wellbeing on breastfeeding; and design materials that could be understood quickly through visuals, not just text.

Design Approach

Campaign Materials

Outcome & Impact

The final campaign provided a coherent visual language deployed across print, events, and digital channels in three languages. Client feedback highlighted that the strong visuals and human imagery helped make complex health messages more accessible in far-flung, low-literacy areas.

My contribution: I was responsible for the full visual direction and production of all campaign assets, from initial concepts to final artwork in multiple languages — strengthening my skills in social impact design, multilingual layouts, and designing for audiences with diverse literacy levels.

The Challenge

The Islamabad Security Dialogue is a high-profile annual international forum organized by the National Security Division of Pakistan. The challenge was to create a sophisticated visual identity system that communicated gravitas, international standing, and the importance of the dialogue — worthy of representing Pakistan on the world stage.

Research & Strategy

I studied reference materials from comparable international security forums (Munich Security Conference, Raisina Dialogue) to understand the visual language of high-level diplomatic events. The design needed to balance national identity with international accessibility — conveying formality without being inaccessible.

Typography choices were critical: the system required a serif that communicated tradition and authority, paired with a sans-serif for digital and wayfinding applications.

Design Development

Event Materials

Outcome

Visual assets and communication materials were deployed across the full event lifecycle — from pre-event promotion to live event signage and post-event reporting. The visual system successfully communicated the prestige of the forum to an international audience of government officials, diplomats, and security experts.

Overview

AlUla's Tourism Office identified a growing issue: residents and visitors feeding stray dogs near residential waste bins, which was creating a public health and ecological risk. The project had visibility at ACEO level, with regular progress reviews, and I was brought in to design the public-facing communication.

The Challenge

The brief wasn't just "make a poster" — it needed to work as an on-the-ground behavioral intervention: legible at a glance, clear in Arabic (the primary language of residents), and robust enough to survive revisions from a government stakeholder team with specific brand requirements.

Process

Concept 1 — Object-based intervention

My first proposal treated the bin itself as the message carrier: a secured, lockable trash bin design paired with a bold "Do Not Feed the Dogs" (لا تطعموا الكلاب) mark in Dubai Font, set in black/dark grey for maximum visibility against a no-entry symbol. The idea was to stop the problem at its source — bins that couldn't be easily opened by strays — while carrying the message directly on the object people would encounter.

Feedback round 1 — Format and brand alignment

RCU's team redirected the format: the design needed to work as an A4 flyer for direct distribution to residents, not just as bin signage. They also shared RCU's branding guidelines, approved color coding, and required font — which meant reworking the concept to sit within an existing brand system rather than a freestanding one. Language balance shifted too: Arabic-led, with minimal English.

Feedback round 2 — Adding the "why"

The second round of feedback asked for the message to go beyond prohibition into explanation — giving residents a reason to change behavior, not just an instruction. I added supporting copy covering:
• Attracting more stray animals
• Risk of disease transmission to humans
• Insect and pest proliferation
• Disruption of ecological balance
• Strays encroaching into residential areas

This is the piece that elevated it from a warning sign to genuine public awareness material.

Campaign Material

Solution

The final system carried a consistent visual language — rounded card format, bold Arabic headline, red prohibition iconography, thin divider rules, bilingual micro-captions — across multiple formats:
• A4 resident flyers, RCU-brand-compliant
• Bin-topic signage (e.g. "don't leave bin lids open," "don't leave food scraps near bins")
• Bin wrap mockups in two colorways (green/beige and black), extending the message onto the   physical object itself, anchored by a recurring paw-print mark

Overview

Hilal is Pakistan's oldest and best-known defence and current-affairs magazine, published by ISPR (Inter-Services Public Relations). I contributed layout and visual design across regular monthly issues — including theme-led editions such as the August 2024 Independence Day issue — balancing dense editorial content in Urdu and English with a clear, navigable reading experience.

Design Approach

Selected Pages

Outcome

The layouts helped Hilal maintain a consistent, professional editorial identity issue after issue, while still giving commemorative editions room for distinctive visual storytelling — strengthening my skills in long-form editorial systems and bilingual typography.

Overview

For book launch campaigns with IMC and UNDP, I designed storyboards and supporting visual materials that carried each publication's narrative from the printed page into launch-event and promotional collateral — covers, invitation and event graphics, and social assets — while keeping every touchpoint on-brand.

The work required translating long-form written content into visual storytelling that could be understood at a glance, ensuring the launch campaigns felt as considered as the publications themselves.

Overview

As Digital & Brand Designer at The Crew, I redesigned and rebuilt the company website on WordPress — improving the visual identity, page layout, and overall user experience for visitors. The refreshed site improved navigation clarity and page-level visual consistency across the full site.

Working directly within a UK commercial context, the project balanced brand consistency with practical CMS constraints, giving the internal team full ownership of ongoing content updates after launch.

Overview

Across 10+ corporate events for international clients, I designed branding and marketing assets spanning print collateral — banners, signage, and delegate materials — and digital assets for pre- and post-event promotion. Each event required a distinct visual identity delivered consistently across every touchpoint, on tight production timelines.

Overview

I led strategic content creation and design for The Crew's social media channels — planning visual content calendars and designing on-brand posts and campaigns. The initiative increased engagement by 10%, strengthening the brand's presence and connection with its audience.