I'm a creative director, experiential designer and master connector who loves dreaming as much as I love building.

In my 15-year career as a designer and founder, I’ve circled around the same question over and over again: How do we design brands, products, experiences and communities that people actually want to belong to?

As a result of this life-long curiosity, I've built creative teams, launched founder-led initiatives from the ground up, and designed experiences that turn strangers into connected communities. I’m a big believer that no matter the industry, there has never been a more important time to prioritize human creativity and connection.

Connect with me via email, instagram or Linkedin

… cracking the age-old community question.

I’m a community nerd who loves to bring people together in unique ways, both in my personal and professional life.

HIGHLIGHTS

→ Built the Dubai hub of ATÖLYE, a community-powered design & innovation consultancy from the ground up.

→ Co-authored the Community Playbook, a framework for building healthy creative communities.

→ Was part of the core team that built afikra into a global organisation across 30 chapters, creating space for curiosity around Arab history and culture

→ Advised the founders of Mauj, the first Arab sexual wellness brand for women, on building a community of 130,000 women in a region where the topic is still taboo

… turning ideas into lived experiences people can’t stop talking about.

I've designed and produced more than a hundred experiences over the years, from intimate dinners to corporate gatherings. That work now lives under my own boutique experiential agency House of Madder.

HIGHLIGHTS

→ Partnered with Today at Apple to curate a program for International Women’s Month in Dubai.

→ Launched Mad About ., an immersive dinner series that turns a single theme into a multi-sensory experience

→ Hosted the Ugliest Dinner Party in the World for 50 members of the House of Beautiful Business in Athens

→ Curated and produced The Re:turn, a week-long climate × creativity pop-up at Dubai Design Week

→ Facilitated high-profile gatherings at global events such as COP28 and the World Governments Summit.

… building design-led brands and businesses that stick.

I trained as a designer and started my career in brand and product. Since then I've built brands and businesses of my own and shaped them for others, moving between strategy, identity and product.

HIGHLIGHTS

→ Built an award-winning e-commerce business called THIS Toothbrush that modernised the miswak, an ancient natural toothbrush

→ Led people & comms teams at Pixaera, a VC-backed startup using AI and VR to prevent frontline worker deaths in high-risk industries.

→ Built the strategy and identity behind F&B brands like Manousheh in New York

→ Designed digital products for multinational clients at Huge