Product Design Lead - CALX Consulting
(2024-09)
- Directed design strategy for multiple national digital transformation platforms serving 3–10M+ users.
- Advised senior ministry stakeholders and communications directors, aligning product roadmaps with Saudi Arabia's Vision 2030 objectives and securing executive buy-in.
- Increased the Digital Government Authority's (Saudi Arabia) compliance scores from 56% to 90%+ through UX governance, accessibility alignment, and service-design standardisation.
- Established platform design quality frameworks that were implemented across 4 government ecosystems.
- Led multidisciplinary teams, end-to-end, adopting Project Manager, Product Designer, and Design Lead roles on a national tourism platform for the Government of Morocco.
- Delivered a SAR 10M transformation program for the National Center for Waste Management (MWAN, Saudi Arabia).
- Managed three design workstreams, partnering with Ernst & Young (EY) on a digital investment hub supporting multi-million SAR sustainability infrastructure funding.
Digital & Print Designer - Muslim Hands
(2023-07 - 2024-07)
- Contributed to the development of the UX/UI design for the MH website and app, enhancing user journeys for donations, event participation, and engagement.
- Created interactive prototypes and wireframes.
- Led design across digital and print campaigns (social, email, web), supporting awareness and Ramadan fundraising activity; conceived and delivered a Ramadan donor catalogue and interactive family pack with educational puzzles, crafts, and games that contributed to £10.4M+ in donations for 2024.
Senior Designer - Studio Narky
(2020-05 - 2023-06)
- Led brand strategy and identity development for early-stage startups, delivering end-to-end brand systems and refresh programmes to support market entry and positioning.
- Designed social and seasonal campaign content for non-profits including Salam Charity and Eman Channel, contributing to fundraising campaigns that generated millions in donations.
- Developed branding, publication design, and promotional assets for faith-based publishers including Caritas Books and Lala Books, supporting catalogue launches and audience engagement initiatives.
Freelance Designer - Freelance Designer
(2018-06 - 2019-06)
- Worked with multiple agencies on packaging design projects, primarily on a retainer with ADM Promotions, producing 3D visualisations and technical CAD work to support packaging development across the food and beverage sector.
Structural Packaging Designer / Midweight Designer - Unnamed Company
(2017-06 - 2018-06)
- Developed new FMCG product concepts for brands under Unilever including Knorr, Hellmann's, and Axe / Lynx that were then taken into production and manufacturing.
- Translated 2D concepts into 3D packaging and product prototypes using Photoshop, Illustrator, CAD, and physical model-making techniques.
- Contributed to the 2017 structural packaging refresh for Highland Spring, translating the Modern Scottish Classic direction, with branding developed by Taxi Studio and structural design through Touch Design, then put into production-ready bottle forms inspired by the Ochil Hills; the design remains in mass production and visible on shelf today.
