I'm Mustafa, a brand designer and art director. I've built brands and art-directed international events in Italy, France, Germany, Davos, and Saudi Arabia, for names like Forbes, BMW Designworks, Adrian Smith + Gordon Gill, Visual House, and Richard Orlinski.
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I start with what’s actually wrong, not what looks wrong.
I’m a brand designer and art director in Cairo, working across Egypt, Saudi Arabia, and the world. 14 years in design, 12 of them in strategic branding.
I don't design to win the room. I design so a decision can still be defended six months later, with business logic instead of taste. A brand has to hold when the budget is tight, when someone else has the files, and when I'm not there to explain it. I start with the business problem, not the identity. Strategy first, then the name, then the system that carries it. If a brand only works in a presentation, it isn't finished.
Forbes International Tower, across five countries.
My strongest credential is the rooms I’ve worked in. I delivered the brand and all events for the Forbes project in Egypt, Forbes International Tower, an award-winning project that has drawn worldwide attention.
I was responsible for a large international event for the project, featuring names like Adrian Smith and Gordon Gill, the minds behind the Burj Khalifa, and mega-artists like Richard Orlinski. I art directed these events across Italy, France, Germany, Davos in Switzerland and Saudi Arabia.
For the past four years I’ve worked under international leadership as the design director based in Egypt, alongside teams like Designworks, BMW’s design house, and a London architecture and brand studio.
That level of work taught me to hold every piece to a global standard, to talk straight with C-level stakeholders, and to defend a creative decision with business logic rather than personal taste.
- Egypt
- Italy
- France
- Germany
- Davos, Switzerland
- Saudi Arabia
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The Davos announcement
World Economic Forum, Davos · 2023
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The Vertical Museum
Richard Orlinski × Forbes International Tower · 2024
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Seek Beyond
Occhio Experience Center, Munich · 2025
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Occhio signing ceremony
Munich, Germany · 2025
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RefleXion signing ceremony
BMW Welt, Munich · 2023
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Rimadesio signing ceremony
Milan, Italy · 2025
Awards 4
- 2023 International Property Awards
- 2023 African Property Awards
- 2023 Design Middle East
- 2023 World’s Greatest Real Estate Brands, AsiaOne
Stages 6
- 2025 Occhio partnership
- 2025 Rimadesio partnership
- 2024 Forbes Sustainability Leaders Summit
- 2023 COP28
- 2023 Forbes Middle East Sustainability Leaders Forum
- 2023 World Economic Forum
What I do.
- Brand strategy
- Visual identity
- Art direction
- Naming
- Packaging
- Editorial design
- Brand guidelines
- Logo design
- Bilingual logo (Arabic-English)
Tools
Adobe Creative Suite · Figma · Blender · Cinema 4D · After Effects · Canva
Education
Bachelor of Press Technology
Akhbar El-Yom Academy, 2012
Languages
Arabic — Native
English — Professional
How I work.
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01
Discovery
I learn the business, the market and who it’s for.
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02
Strategy
We agree on what the brand stands for, in plain words.
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03
Design
The logo, the type, the colour and how it all sounds.
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04
Testing
We put it on real things and fix what doesn’t work.
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05
Handover
You get the files and the guidelines. I stay for the rollout.
