Growing up in Dubai in the ’80s as it was becoming the modern city it is today, I was constantly exposed to the city’s innovative architecture and design. Further exposure came through my dad, a civil engineer, who would take me and my sisters with him on site visits. I became fascinated as I saw how projects came to life from someone’s vision. My passion for creativity led me to pursue an architecture degree and get a master’s in visual communications. Over the years, I had opportunities to live in different parts of the US including New York where I was exposed to its rich history and melting pot of art, design, and architecture. This contributed to my love of travel and immersing myself in other cultures to draw inspirations from them. My work at design studios, agencies, and in-house departments has been shaped by these experiences and made me the creative I am today.

It felt random at the time, but growing up, my interests in coding, social psychology, anthropology, and journalism were all leading me somewhere. Each of these disciplines asks questions and seeks answers or solutions, which suits my restless curiosity. I also like to tinker and build things and feel most satisfied when I've created something tangible. Twenty years later, I realize that every step of that path led me to become a designer and influenced my approach to branding, design and user experience. These disciplines not only taught me the importance of asking “how?” and “why?” but also “what if…?” which is key to finding answers. As a creative director I enjoy seeing the solutions people on my team arrive at when they ask “what if…?” based on their own experiences.