I approach every brief with a mix of creativity, problem-solving, research, and meticulous attention to detail. While my focus has always been on digital design, UX, and UI, my experience in branding, graphic design, art direction, and web development has helped me become a well-rounded, hands-on designer.

Through education and experience working in the Creative Industry, I’ve refined my ability to craft thoughtful, impactful designs that drive business success. Whether it’s a small project or a large-scale creative challenge, I bring determination, care, and a commitment to delivering exceptional work.

Digital Design, User Experience (UX) and User Interface (UI) are central to my work. I enjoy the research and problem-solving aspects of UX, while also focusing on the creative and intricate design craft that brings UI design to life.

Depending on the project’s scale, I tend to take a structured UX approach, starting with research and strategy to develop Customer Personas and User Journeys. This forms the foundation before moving on to wireframes and low-fidelity prototypes. Once the design is tested and refined, I transition to UI design and create high-fidelity prototypes, focusing on the visual and interactive aspects of the digital experience. Throughout this phase, I collaborate closely with my team to ensure the design not only serves users but also aligns with business objectives. After the UX and UI phases are signed off, I either take on the website development myself or work closely with developers to bring the design to life.

I believe that a website is never truly finished. It’s an ongoing process of learning and improvement. Budget permitting, I typically let websites run for a few months after launch to gather data through tools like Hotjar, combined with client and personal feedback. This helps me identify areas for enhancement, making the site more user-friendly, impactful, and aligned with business goals.

My skills in Digital Design/UX/UI design have been honed over the past decade of working on digital projects, complemented by my degree and continued professional development, including completing the Google UX course.

I’m a trained designer, having studied at one of the leading Graphic Design universities in the UK, AUB, where I developed my design skills. I take a high-level approach to Graphic Design, focusing on research and problem-solving, as well as the aesthetic aspects, where attention to detail is crucial, something I have plenty of experience and practice in. Over the years, I’ve worked on a wide range of projects, in areas such as branding, print, stationery, presentations, exhibitions, and campaigns.

I enjoy the ideation phase of a project, and I take pride in my ability to dive into various creative briefs, large or small, and produce results that add value and communicate effectively. Whether it’s creating visual systems for a brand, crafting creative assets for a campaign, or designing a book, I’m always focused on delivering impactful design outcomes.

My process is experimental, starting with thorough research, followed by exploration and experimentation, before refining the final design. I like to keep my team and clients closely involved throughout the process to ensure we achieve the best possible results.

My journey into web development began with the Coursera Introduction to Coding course, where I gained a solid foundation in HTML and CSS. From there, I expanded my skills by developing my own, built from scratch websites using WordPress, a platform I found invaluable due to its content management system.

As I advanced, I focused on web development to improve my ability to collaborate with developers. By understanding how websites are built, I became more effective in bridging the gap between design and development. This knowledge also allowed me to build websites with the same care and precision I apply to design. Primarily, I focus on front-end development, ensuring that websites are not only functional but visually engaging.

In addition to my development work, I manage several servers, ensuring everything runs smoothly and efficiently.

As my career has evolved, I’ve taken on more management responsibilities, streamlining web processes, briefs, and structures. I’ve led projects from start to finish, working closely with clients to deliver high-quality results while keeping everything on track. I enjoy collaborating with my team, providing clear direction, and staying flexible to ensure the best possible outcomes.