Brand design and strategy, then the training and workflows so your team stops redoing the same work. Creative director, working with companies that left their agency or never had one. Built twice; both kept shipping after I left.
One boundary: I do not work for organisations that use design to suppress, surveil, or control people.
How it works
01
Diagnose
One page of observations on your current creative operation: what's actually happening. No fixes yet.
02
Install
The brand system, the pipeline, the files your team will actually edit: built and installed inside your team, not handed over as a slide deck.
03
Train
Your own people learn to run it. Hands on the actual work, not a handoff document.
04
Leave it working
I roll off. The system doesn't stop. That's the point.
A retainer keeps it current as the tools and the market move. That's the only ongoing ask.
6
years in practice
4
languages: EN, Sorani Kurdish, FA, AR
17
selected projects
What I do
01
Brand & Editorial
Start with a diagnosis, not a proposal. Then the identity system — naming and architecture across English, Kurdish, Persian and Arabic, set correctly in all four — and everything it has to survive contact with: publications, catalogues, poster series, key visuals, campaigns, packs and dielines, the exhibition stand. For organisations whose name, packs and channels are currently saying different things.
02
Systems and AI Agents
AI infrastructure for your creative team, and the training to run it. A week watching how your team actually works, then the fix: shared briefs, one place for files and versions, an approval chain that doesn't collapse onto two people, and the repeat work handed to agents instead of people. Underneath it, the same brand and rules held as structured files you own, so the tools can find you and act on what they find. Your people are trained on all of it. The creative work, the creative team, the creative pipeline; not org design or headcount.
The department itself
A self-built AI creative department runs underneath all of it: a hundred-plus skills, agents for research and production, a full brand pipeline. Open source. Every install leaves it behind as equipment your team owns.
Who I worked with
Founders in contested markets
Independent publications and cultural institutions
Commercial brands with cultural exposure
Editors who wanted a sharper second judgment