Seven years, four platforms, two disciplines. The short version is that I learned to design because I got tired of building other people’s mistakes.
01 — Track
2023 — present
Founder · Cairo
Identity and commerce for businesses in Egypt and the Gulf. Both halves delivered by one person, in that order, which is the whole argument of the studio.
2021 — 2023
Independent · Cairo
Salla and Zid stores for Saudi merchants, in a two-person team. This is where Arabic-first stopped being a preference and became a method — a mirrored English layout fails visibly in a Gulf checkout.
2019 — 2021
Agency work · Cairo
Custom themes and WooCommerce for corporate, medical and property clients. Learned what a design file leaves out, which turned out to be most of what matters.
2018 — 2019
Freelance · Cairo
Small business sites, mostly hand-written HTML and CSS. Nothing here is in the portfolio and all of it is in the method.
02 — Skills
Logo systems · Arabic + Latin · Brand books
Structure · Labels · Print specification
Photography briefs · Campaign systems
Naskh and Kufi setting · Kashida · RTL systems
Custom themes · ACF · WooCommerce · Multisite
Twilight themes · Payments · RTL-first builds
Liquid · Checkout extensions · Migrations
Core Web Vitals · Budgets · 95+ on mobile
03 — Languages
