Rooted in the idea of humanising brands, The Branding Toolbox©, a model for entrepreneurs with no background in branding to shape the vision and expression of their products. Using the analogy of brands are like people, The Branding Toolbox© is broken down into practical exercises, analogies, and specially devised branding games. It is integrated as a deep dive workshop into the syllabus of a Product Management class at General Assembly. Students who take this class are working professionals in the process of setting up their own startups or who hold managerial roles at fortune 500 companies including Google, Facebook, Twitter, Amazon, Adobe.

Cairo Soul is a visual story of flavour, warmth, and rhythm. Captured using the beauty of natural light, geometric composition and speed-ramping techniques, the feeling of nostalgia, longing, and love for Cairo come alive through the lens. By visually interpreting a calmness in all the noise, spirituality in humbleness, beauty where it is least expected, I tried to capture the “Soul” of Cairo.Cairo Soul featured in dozens of local and global cultural magazines spanning the globe in English, Arabic, French, German and Bulgarian publications. It has also gained traction in the music video industry, one of shots features as the opening shot for Pharrell William’s critically acclaimed music video “Freedom” Directed by award-winning, Emmy nominated Director, Paul Hunter.Cairo Soul won multiple awards including; “Global Shorts” and “Best Shorts” in the categories of Best Editing, Award of Excellence Award of Recognition in Women Filmmakers.Music Track: “Soufi”Egyptian Project – Album “Ya Amar”Music Director & Composer: Jérôme EttingerSayed Emam: Singer and KawalaSalama Metwally: ViolinRagab Sadek: PercussionsCarlos Robles Arenas: DrumCamille Momper: CelloA Special Thank you to:Donya, Fady, Youstina, Karim, Matt and to all those who had a hand in making this happen.Samples of international and regional coverage: Intidar, Al Arte Magazine, Urbanophil, OnOrient, Cairo Scene, Baraka Bits, A teaspoon of Lemon Zest, The Grand Egyptian MuseumAward winner of Best Shorts: Women Filmmakers, Cairo SoulAward winner of Best Shorts: Award of Merit, Stories Behind the FogAward winner of Best Shorts: Award of Merit, UNHCR - #HelpSamerAward winner of Global Shorts: Best Editing, Cairo SoulAward winner of Global Shorts: Award of Excellence, Cairo Soul

Externalised Google Cloud’s brand strategy in the form of story angles built into the launch campaign, by analyzing qualitative, quantitative, ethnographic research.Crafted creative strategies for Google Cloud partnership campaigns & customer stories including NASA, Spotify, Target.Introduced a new approach to Google Cloud’s brand-building strategy to include sonic and behavioral brand expressions. Developed sharply focused creative briefs and delivered inspiring creative input.Crafted, moderated and presented clear and compelling brand building strategies, ideas, and workshops to stakeholders grounded in data.

Craft brand stories based on Consumer, Culture, Company and Competition analysis.Research and analysis of behavioral, cultural and psychological consumer trends and insights.Transform hypothesis and research findings into strategy and visual narratives.Design and create pitch material in the form of visual storytelling.

The Branding Toolbox© : Branding for startups

Research and analysis of behavioral, cultural and psychological consumer trends andinsights.Crafting hypothesis and research findings into strategy narratives.Cross functional collaboration with internal and external teams to build integratedmarketing strategies.

Single-handedly created the #HelpSamer campaign (including concept development, script writing, filming, and editing) to raise awareness about the situation of Syrian Refugees fleeing to Lebanese borders. The number of donations rose the following month by more than 30%.The commercial ran a total of 105 times on Al Hadath News Network, equivalent to approximately half a million dollars in airtime, and reached a viewership of more than 23 million people. The campaign was picked up across regional news channels and social media pages, achieving more than 2.6 million online interactions.The campaign won a “Best Shorts” Award of Merit.

Turn culture specific insights into creative idea starters and media specific content.Weave facts into compelling stories and visually compose campaign concepts.Coordinate campaign and strategy content across global offices to ensure quality and streamlined assets.

Lead Creative Strategist on global pitch team. Managed network’s regional and global strategy and creative pitch teams.Co-founded network’s branding agency, and won client contracts worth more than $3 million in the first 3 years.Set up a system for efficient collaboration amongst internal cross-functional teams.Built brand platforms on which brand architecture, expression, behavior, and positioning are crafted.Collaborated closely with decision makers across internal teams & clients.Designed and led brand building presentations and workshops with clients.Wrote creative briefs & strategies using insights to bridge strategic goals with creative expression.

Learnt everything I need to know about the printing production process. The AUC press is one of the most capable and reputable print houses in Cairo. Great experience!