I grew up as a Third Culture Kid, born in the Netherlands to a Sudanese family, which basically meant I never fully felt like I belonged to just one place. For a while that can feel confusing, but over time I realised it gave me something incredibly valuable: perspective.

I grew up mixing cultures, navigating different environments, and building my own identity somewhere in between. Going to an international school exposed me to people from all over the world, each with their own stories, values, and ways of seeing things. That shaped how I listen, how I observe, and how I understand people, and it ultimately shaped how I create.

Before moving into branding, I spent years as a Creative Director in a video production company working in the music industry. My job was translating songs and lyrics into visual stories, turning emotion, atmosphere, and message into something you could see and feel. That experience taught me how to interpret ideas that are not always obvious, how to dig beneath the surface, and how to communicate identity through visuals.

That mindset is still the foundation of my work today.

Now I help culturally aware, globally minded, and story driven businesses turn who they are into brands that feel clear, intentional, and true to them. I am interested in understanding what makes a business different, meaningful, or worth remembering, and building visual systems around that.

My process blends strategy, identity design, and storytelling, but at its core it is about connection. Listening carefully. Asking the right questions. Finding the essence. Then shaping it into something distinctive and confident.