Creating and developing brands in UAE
DESIGN FOR HOSPITALITY
Owned design and marketing for new and existing restaurant brands in Dubai and Abu Dhabi (Leopolds of London, Totora, Smoking Doll, Wildfire), combining creative direction with audience targeting and a strong commercial mindset. Worked closely with founders, chefs, and stakeholders to grow brands that not only look beautiful but drive footfall and loyalty.
Below the achievements at Leopold's of London, the biggest brand of Star Corporation:
As sole designer at Star Corp I led the planning and delivery of accurate content for website, venue (print) CRM and social media in close collaboration with chefs, FoH and stakeholders.
Expanded their media portfolio with new and exciting channels e.g. Video listing at ‘Great Places To Dine Out in UAE’ on StarsChannel MENA (2016) which put the venue on the map for locals and tourists.
Led the team to win two awards and a special mention in reputable lifestyle magazines, one of them Time Out Abu Dhabi - which resulted in brilliant exposure for the brand. I can proudly say I paved the way for future nominations thanks to connecting with journalists and magazine's teams.
One of the most exciting projects was participating in the design and development of new franchises and a new venue managed by StarCorp in Dubai Parks & Resorts (A massive Disney-like theme park) One of the biggest projects in UAE in 2015-16).
As part of the job, I monitored digital channels 365 days a year. Led successful appearance at first event (Mother of The Nation 2016).
Apart from brand work I created visually engaging and dynamic presentations for CEO and stakeholders’ new ideas and ventures, these tenders/proposals were presented to Sheikhs and investors.
Scope of Work
Visual Design
3D Design
Client
Multiple
Year
2015-2017
Developed hospitality brands by combining creative direction with audience targeting and a strong commercial mindset.
My last designer role in Dubai was at FigJam - there I owned the complete design process for 8 F&B concepts for the UAE market.
My fave project was Miocene, a restaurant brand inspired in fossils found in an ancient mountain in Sharjah, UAE. The venue was set to be part of a national park.
For this project I developed brand guidelines, colour palette, typography and tone of voice.
Worked closely with the chef, architects and interior designer to tie the concept seamlessly across brand design, venue design, service experience and cuisine.
