SYF Designs
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Welcome to the world of a

visual designer and researcher

Brand identity · Data storytelling · Illustration
CurrentlyFreelance
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Selected work

04 / 05

Desi Tonight

Brand identity, menu and mural for a Pakistani restaurant in Dubai. Its three owners come from three different cities.

Brand identityMuralMenu design
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CORE poster on a lit sign in a metro station01 / 05
University of Sharjah · 2018–2019

The Sixth Wave

Brand identity for CORE, a proposed organization that teaches children and teenagers why pollinators matter. It was my graduation project.

Brand identityIllustrationWeb design
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The tall Spotify data story poster02 / 05
SCAD · 2026

Spotify’s Playlist Economy

A data story about how Spotify’s algorithm decides which artists get heard, told in two posters and a film.

Data storytellingPoster designFilm
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Spread from the economy class research magazine03 / 05
SCAD · 2026

Reimagining Economy Class

Design research into economy class seat space and what passengers need from it.

Design researchEditorial designConcept design
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Desi Tonight restaurant signage in English and Urdu04 / 05
Dubai · 2020

Desi Tonight

Brand identity, menu and mural for a Pakistani restaurant in Dubai. Its three owners come from three different cities.

Brand identityMuralMenu design
View project
Three winter Instagram posts for The Valley Resort, arranged around a phone05 / 05
Blue Hat · 2024–2025

The Valley Resort

Social media and newsletter revamp for a chalet resort in Riyadh. Booking periods that weren’t full in previous years sold out.

Social mediaNewsletterCampaign design
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How I work

01

Research

I read, watch and ask questions before I start designing. I’m Lextant-certified in Design Research and Insight Translation, and I use what I learned on every project.

02

Turning research into design

I organize research findings into a simple framework, then pick a format based on how people will use them. I’ve made posters, a film and a magazine.

03

Leading projects

I’ve supervised junior designers, run client meetings and directed photo shoots.

6+years in brand, social and campaign design
3countries worked in
4.0GPA at SCAD, with a scholarship
About

My background

Before starting my MA at SCAD, I studied Graphic Design and Multimedia at the University of Sharjah and graduated with honors.

Since then I’ve worked as a graphic designer and illustrator for a semi-government organization and a design and innovation agency. I’ve also worked for a startup.

Recently I’ve designed visual identities for new brands and led team projects. I also looked after a resort’s social media and newsletter.

Education
MA Design Management, SCAD (expected Spring 2027)
BA Graphic Design and Multimedia, University of Sharjah
Certificates
Lextant Design Research and Insight Translation™
McKinsey Forward Program
UAL Creative Direction short course
Skills
Brand identity, design research, data storytelling, team supervision, client management, motion
Tools
Adobe Creative Suite, Figma, MS Office