Portfolio
“Don’t Disappoint Your Grandma” is a short film we co-wrote as a heartfelt tribute to language, memory, and the quiet power of intergenerational love. Commissioned as an initiative by Pomegranate Institute in Dubai, the film explores the importance of learning your mother tongue — especially for those of us growing up or raising children in immigrant communities.
In collaboration with my life and work partner Tina Karakalla, we developed the branding and overall identity of Bahu. This project went beyond standard branding—it was about creating a holistic experience that captures the restaurant’s ethos through visual identity and storytelling.
In a world where conflict disrupts even the simplest routines, education becomes a daily battle for many children. In Palestine, two young students face overwhelming challenges just to reach their school, navigating an environment filled with uncertainty and fear. Their journey is not just a physical one—it is an emotional and psychological struggle, marked by distressing encounters that manifest as nightmares long after the school day ends.
Despite advancements in gender equality, progress has stagnated over the past decade. 9 out of 10 people worldwide still hold fundamental biases against women, influencing policies, economies, and daily interactions. The 2023 Gender Social Norms Index (GSNI) by UNDP sheds light on these biases, examining four key dimensions: education, politics, economics, and physical integrity.
The Association of International Development Agencies (AIDA) plays a crucial role in coordinating humanitarian and development efforts in Palestine. When tasked with revitalizing AIDA’s brand identity, I faced a unique challenge: preserving the essence of the existing brand while modernizing its visual identity to align with the organization’s evolving mission.
As part of an expert team, I played a key role in the founding and branding of the Abu Dhabi Film Commission (ADFC) under the Abu Dhabi Authority for Culture & Heritage. Our mission was to position Abu Dhabi as a leading destination for global film production, attracting international filmmakers while nurturing local talent. This involved crafting a strong brand identity, marketing strategy, and industry partnerships to establish Abu Dhabi on the cinematic world map.
