I'm a creative director, experiential designer and community builder with a never-ending entrepreneurial itch.

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

In response to this life-long pursuit, I've built creative teams, launched founder-led initiatives from the ground up, and designed experiences that turn strangers into connected communities. There’s one thing I’m certain of, now more than ever: the most valuable thing we can design for in an increasingly digital world is real human connection.

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… cracking the age-old community question.

I've spent much of my career building communities and the cultures that hold them together — as a founder, director, and from inside a startup.

• Built the Dubai hub of ATÖLYE, a community-powered design & innovation consultancy from the ground up — first hire, everything from the space and team to the culture, programming and community

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

• Helped grow 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 concepted and produced more than a hundred experiences over the years, from intimate dinners to full-scale festivals. It's the work I do now through House of Madder, my experience design studio.

• Partnered with 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 a high-profile gathering at the World Government 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.

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

• Ran people & communications at Pixaera, a VC-backed startup using AI and VR to reduce frontline worker deaths

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

• Designed digital products for clients like Comcast at Huge