Interviews with Moataz Mohamed

Yes, My Dad want me to be a Decoration Engineer, but I choose to be a designer because my passion in colors and drawing, so I went to the applied arts college to learn graphics to became a designer.

Searching then start thinking of new ideas, creating an art direction to start design and finalizing the ideas into layout, all that came to me by experience not from day 1 design.

Passion, love, inspiration and crazy about creating new design and more, it's mix of feelings and emotions come together gives me the start point to any project.

To have a good eye and vision of what you want, imagine how you could see this product or paint or design after doing it is the major of trust and smartness.

to grow up my skills every day because I have non-stop passion in graphics and ideas and design and looking forward to work on some great and big projects like Merceds, Coca cola, Macdonald's.

Be patient, lean and update your self every day, look at the other people's work, take courses, listen to music do what you love with a creative way.

Believe in your self, no matter what people said to you, be your self, listen positively, leave the negative things behind your back, think great, think new, thing big, work different to have the unusual results.

Coffe for sure, then start look all around the world of what the new in all fields, design, 3D, animation TVc, commercial stuff, campaigns, then start working on what I have.

It is very important to keep with latest brands, news, design, to make yourself aligned with all kind and verity of work that gives you the passion to create new ideas.

Layout should be organized and within the guideline of the product, take the right space and sizing shold be clear, coloring and how it could help the design.

If the main object and the key message and layout is done and approved from the creative studio and the client so it't ready.

I love working on any scale of campaigns, but currently I was working on Samsung Galaxy A70 mobile Ramadan celebrities campaign, It was hard and big because I did it from the scratch, the art direction, copy writing, layout and key message, the the photoshoot, the publishing the project on the billboard and all social media channels.

I believe that each designer has a talent, some of them talented with color editing, retouching, 3D, animation, so it's a lot of work for each, so it's hard to say that there is a specific designer have it all, but there is a favourite project.

I love Spain it's one of my favorite place to my heart, also listen to music is inspires me while I am working, type of music sometimes it depend on the project, When I got the chance Yes I help the society to make life better, with Ideas, designs, volunteer in some projects wich is can help and make the world better place.

I’m an enterprising professional with comprehensive design direction and experience for global and national brands in a variety of international markets. I have a successful track record leading and coordinating teams that have delivered outstanding results in media markets for direct, interactive and integrated marketing campaigns. I’m a proactive, creative professional with strong interpersonal and managerial skills.

Throughout my twelve years career I have participated with teams in media markets for on-line and off-line campaigns and projects in which I have led and coordinated with clients and agencies in Egypt and the Middle East in design and production, on-line campaigns, logo creation, and corporate identity creation.

Sometimes yes because thats the advertising rule to life is to help people and society to be a better place, with design or ideas or campaigns, this is the core of what we do.

It's a bold impact of how I have a strong vision, work to show it to all the world, communicating other people from all around the world, gives you the experience of how to manage the steps of how you can do it, and it's very organized Award design that I really appreciate it in my life.

The logo design expresses the quality and authenticity of the taste and craftsmanship in performance

Creativity is always my passion and that what push me to nominate to win this award, winning this award meaning a lot for me and my Career, and will push me to take the next step in my career.

2 days thinking and made my own research, Working on the typo and execution.

I followed the inspiration of doing something creative related to the culture and design, So every design for me it has to linked to some inspiration to make it something insightful.

It depend on the project, some produced to another companies, and the some projects are planed to sell.

Because this is the core of my job, beside that I love branding and packaging.

I keep my self up to date with all the new designs awards and work all over the world, learning from each style and visuals and all kind of designs for sure effect on my designs in a way or another.

A and B class, who love to eat burger with this quality and they are always looking for the Image of the restaurant too that reflects, and this is was my mission.

The simplicity and the typo.

The name was already given from the client, It means fairness, humbleness and positive leadership.

adobe illustrator

The Mustache theme.

I did it all by myself, concept, idea, execution.

saving time for sure, programs are very faster with tools and effects.

I did my own researches and I found that In the Arabian culture, the word “Sheikh” is slang for the highest ranking one can attain for their gratitude, fairness, humbleness and positive leadership.

To make the theme related to the typo in some how to feel that there are consistence to each other.

To be nominated by such a great and big event like A'design Award was the right decision to submit.

How to search to do smart designs with solid ideas and concept.

No Thanks.

I love what it takes to come up with creative ideas, not only but to start translating this ideas into designs to grab more people to like or buy, I became a designer because I love colors, painting and make shapes, love patterns and layouts.

Yes, My Dad want me to be a Decoration Engineer, but I choose to be a designer because my passion in colors and drawing.

I design all the BTL stuff including logos, branding, magazines, newspaper, brochure...
I wish to design and study animation, final cut and video editing to add value to my carrier path.

Everyday learn and search, keep their eyes always on the new techniques and programs in design this will give the experience in life and work.

Good designer, he is a good executor.
Great designer, who know how to think and create Ideas and translated into designs.

It's a combination between, colors, text, main object and slogan in a good layout.
Once the design delivers me the idea very smooth and clean.

Because all designs have to sell a product or a service at the end, So the value about how to invest in a design increase your selling much bigger.

There is no specific brand, I love challenges and campaigns and competitions in all around the world.

Any project for Coca cola, Pepsi, Nespresso.

Keep learn and search all the time.

There are a lot, but I love who are talented in Typo, 3D, 2D, animation, graphics, Illustration.

Food and beverages & manipulation artworks, because it has a lot of colors, waves, hard work, typo.

https://www.behance.net/gallery/58639945/EGYPT-WORLD-CUP-2018
This one because I used a minimal images with a great idea to present it in a smart design.

Listen, learn, practice, Courses, patient, passion.

Tennis player.

Design is one thing that existed before humans did. I believe that from the arrangements of billions of stars in billions of galaxies to the living cell organisms, everything has been designed. Human life has been designed; the Earth has been designed. Science has been designed. Atoms are designed in certain ways which we call types of matter. Everything that you see, or you miss to see. The space between your eyes and the screen you’re reading this at, where you think you see nothing; has been designed. The point of all this is to simplify the things that you cannot observe and is really where good design lies.

All people that I worked with them before, Practicing.

Practicing, passion, learning.

Finding away of idea that fits the project and translate it into simple design way to understand.

Rational, idea, designs.

Galaxy A70 with Samsung Company, you should expect a strong campaign.

The simplicity of doing ideas into designs.

Support, learn from my experience, I love helping people, just ask.

Through delivering the message clear and to the point.

Ramadan Campaign with Samsung company on A70 Galaxy mobile.

Was for travel agency, The idea was to choose one of the most popular musical instruments known in Egypt (Egyptian Tambour) and connect it to one of the most famous stadiums in Russia (Luzhniki Stadium, Moscow) in a creative way to encourage people start booking tickets through Aquarius Travel Group to go to Russia in the upcoming World Cup 2018.​​​​​​​

Program that gives the designer do any type of element easily without any courses, like 3D max, video editing, animation.

Social media channels.

It depend on the project and how many layouts I have.

Search about the product or the service that the project need to advertise, The competitors.

Travel, reading, hangouts.

I think the trends should set the designs, because the design should has a direction to sell well.

Brain storming with pencil on a paper (sketching).

Adobe photoshop
Adobe Illustrator.

It depend on the Clint play book. or if they haven't so it will be the most recommended colors related to the brand.

How do you think about it?
How long dose it take from you?

I wish for sure that I was one of the team member of this project.

I don't have one, because every designer has his own way thinking and ideas, but I can learn something different from each one of them.

I love to share my design with my team to vote and take their feedback.

Why fonts matter.

Give myself the chance to challenge other competitors with my ideas and designs through the new programs or drawing or storyboards.

Walt disney.

Satisfied, but it's the start to new challenges and new Awards.

Blue, Spain, Burger, Summer, Travel, Adidas.

We were working on a brand new lunching car campaign 4 years ago, while I was driving home I saw the same car in a mega billboard designed by another advertising agency, so before the presentation we found that the car brand already signed a contract with other agency and lunched the campaign.

Awards :D music, Challenging briefs.

No, because I was a very talented sports child.

- Win more Awards
- Learning all what is new.
- World couldn't live without advertising.

Wish all designers the best of luck, motivate your self with what you love to eat or see or do, My design was the start point to my dreams that became true.

Throughout my career, I’ve collaborated with teams in media markets, working on branding, online and offline campaigns, logo creation, and corporate identity. My experience spans working with clients and agencies across different industries, where I’ve led projects that integrate visual storytelling, typography, and digital aesthetics to create impactful designs. My focus is on crafting memorable brand identities and communication strategies that leave a lasting impression.

Design is about solving problems visually—it’s the intersection of creativity, strategy, and communication. Whether it's a brand identity, an ad campaign, or a digital experience, good design must not only be aesthetic but also functional. I believe every successful design has a purpose—it guides, informs, and engages the audience in a meaningful way.

I enjoy projects that involve branding, visual storytelling, digital manipulation, and campaign design. I’m particularly drawn to projects that push creative boundaries, such as combining typography with abstract visuals or experimenting with textures, layers, and colors to create immersive brand identities. The challenge of making a brand or concept visually distinctive is what excites me the most.

One of my favorite projects was a campaign for a travel agency, where I took an Egyptian cultural element—the Egyptian Tambour—and connected it with Luzhniki Stadium in Moscow to promote travel for the World Cup 2018. The idea was to use cultural storytelling and visual identity to create an emotional connection with the audience. It was a unique fusion of tradition and modernity, using design to create a strong narrative-driven campaign.

The first professional design I created was a logo and full branding identity for a company. It was a great learning experience—understanding how a logo needs to work across different platforms, from print to digital, while maintaining consistency and recognition.

I primarily work with Adobe Creative Suite (Illustrator, Photoshop, InDesign) for digital design. I also enjoy experimenting with typography, color retouching, and 360-degree campaign design. Fonts and layouts are just as important as images in visual communication, and I love exploring how type and visuals interact to create a powerful message.

I feel the most creative when I discover an idea that can be visually expressed in a way that is both truthful and impactful. Creativity thrives when a concept is backed by strong research, compelling narratives, and a clear purpose. The moment when everything aligns—idea, form, and function—is when true creativity emerges.

I focus on creativity, simplicity, typography, and thematic consistency. Every design must strike a balance between visual appeal and clarity—too much complexity can overwhelm, while too little can fail to engage. Typography plays a critical role in reinforcing the message, while themes create a cohesive storytelling experience.

Designing brings a mix of passion, tranquility, and deep focus. It’s an immersive process where creativity flows naturally, guided by intuition and problem-solving. Whether it’s choosing the right typeface or refining color palettes, every step is an exciting challenge that fuels my enthusiasm.

The realization of a design brings a sense of satisfaction and pride. Seeing an idea come to life—whether in a brand identity, a campaign, or a digital product—validates the creative journey. The greatest reward is when the audience connects with the design as intended, making all the effort worthwhile.

A successful design is built on a strong idea and a seamless execution. Simplicity is key—the ability to convey a message with clarity and impact. A well-designed piece not only looks great but also functions effectively, engaging the audience without unnecessary distractions.

The concept behind the design is the first thing I evaluate—does it tell a story? Does it serve its purpose? Next, I look at the color harmony and composition, ensuring it aligns with the intended message. Lastly, execution and technical refinement play a crucial role in determining how well the design holds up across different mediums.

Designers shape how people interact with the world, so our responsibility extends beyond aesthetics. Ethical design choices, such as sustainability, accessibility, and inclusivity, should be at the core of every project. The early stages of design determine how a product or message will impact users, society, and the environment, making thoughtful decision-making essential.

The design field is evolving rapidly, driven by technology, interactivity, and digital accessibility. Social media has revolutionized how design is consumed—it needs to be fast, engaging, and adaptable to multiple platforms. The future of design lies in AI integration, dynamic visual storytelling, and hyper-personalized user experiences. Design will continue to be like oxygen in the digital world—always present, essential, and evolving.

I haven’t held an exhibition yet, but if given the opportunity, I would love to showcase my work in Italy—a country deeply rooted in art, design, and craftsmanship. Exhibiting in a space with a rich artistic heritage would allow me to present my work in an environment that appreciates visual storytelling and innovation.

My inspiration comes from a mix of academic knowledge, industry experience, and continuous exploration. Having worked with both global and local brands, I constantly research emerging design trends, cultural influences, and technological advancements. Typography, architecture, fine arts, and digital media also serve as constant sources of inspiration. Staying updated with global design movements helps me create work that is both contemporary and impactful.

My design style is a blend of elegance, structure, and creativity, focusing on clean yet powerful visuals. I specialize in ATL (Above The Line) and BTL (Below The Line) campaigns, ensuring that every piece of work is tailored for maximum impact. I love working with teams that bring diverse skill sets—illustration, 3D modeling, typography, motion graphics—to elevate projects to a new level. My approach is simple: designs should be smart, engaging, and visually timeless.

I live in Egypt, a country with a deep artistic and historical heritage. This influence is especially reflected in campaigns related to tourism and cultural storytelling. While my design approach is modern and internationally oriented, I believe cultural elements can enrich a visual narrative when used thoughtfully. The richness of Egypt’s history serves as a foundation of creativity, but my work is also influenced by global trends to maintain a universal design appeal.

I collaborate with companies in different capacities, including full-time roles, freelance projects, and consulting. While I am open to different working models, my preference is full-time collaborations with international agencies, where I can contribute to larger, multidisciplinary teams and execute high-impact projects.

A good designer is not just about skills—it’s about a balance of creativity, experience, and adaptability. Companies should evaluate designers based on:

Studies & Training: Formal education or strong self-taught expertise.

Skills: Proficiency in digital tools (e.g., Adobe Creative Suite, typography, motion graphics).

Experience: Proven work in branding, campaign design, or visual communication.

Behavior & Problem-Solving: The ability to take feedback, collaborate, and think strategically.

The best results come when companies trust the creative process and allow designers the flexibility to innovate while aligning with brand objectives.

My design process follows a structured yet flexible approach:

1. Research & Discovery – Understanding the client’s needs, target audience, and brand identity.

2. Brainstorming & Ideation – Generating concepts, sketching layouts, and defining the design direction.

3. Filtering & Refinement – Selecting the strongest ideas and refining them into polished designs.

4. Execution – Creating high-quality visuals using Adobe Illustrator, Photoshop, and other design tools.

5. Presentation & Feedback – Showcasing the work, gathering feedback, and making necessary adjustments.

This method ensures that every project is strategic, visually compelling, and aligned with the client’s goals.

1. Typography Posters – I love how fonts and letterforms can be used as art.

2. Architectural Books – Design inspiration often comes from structure and form.

3. Custom Sketchbooks – Where I jot down new ideas and visual concepts.

4. Vintage Design Magazines – To study past trends and their evolution.

5. Digital Drawing Tablet – Essential for experimenting with new digital techniques.

My day starts with a cup of coffee and preparing my kids for school with my wife. Once at work, I immerse myself in creative problem-solving, brainstorming new campaign ideas, and working on design projects. Throughout the day, I collaborate with teams, refine concepts, and ensure that each design aligns with its intended message. After work, I spend quality time with my family, unwinding before preparing for the next day’s creative challenges.

Never stop learning – Design is constantly evolving, so stay updated with trends, tools, and techniques.

Be patient and persistent – Mastery takes time, and every project is a learning opportunity.

Take a variety of courses – Explore different areas of design to discover where your strengths lie.

Find your niche – Once you identify what you excel at, focus on perfecting your craft.
Seek feedback, but trust your vision – Learn from criticism, but also develop confidence in your creative instincts.

You can become very valuable to a company when they know how you work and you understand what they mean.But a downside is that graphic designers are undervalued, and a lot of people think they know how to do your job. You’ll receive a lot of unsolicited advice, and will probably have to end up making many things you dislike.The programs that are used are very expensive, difficult to learn, and have different default shortcuts between them. Ctrl-Z, yes? Well, on Illustrator, but move to Photoshop and that’s Ctrl-Shift-Z.Finding a decent computer sucks, and if you make the mistake of buying a laptop for portable graphic design and it has fewer than 512mb of VRAM, you won’t be able to use all of the features.You might find yourself in a community of people who believes Mac is the best computer for graphic design, but then complaining over 128gbs of space and having their temporary files deleted because there isn’t enough space for them.Or you might have some people who swear by Windows, and mock all those who think of using Apple.There’s the stress of forgetting certain things, trying to keep things legal, not finding the right image or just not being happy with the work you are doing, plus people who expect you to be able to draw perfectly and code like a genius.Being a graphic designer has a lot more positive than negatives, but if you love it, then it is all worth it.

Creativity and simplicity. A great design should be visually compelling yet easy to understand. If a design is overly complicated, it loses its message. Simplicity creates clarity, and clarity creates impact.

While creativity is essential, the best designers also master:

Communication – Understanding client needs and conveying ideas effectively.

Typography – Knowing how text and visuals interact to create meaning.

Branding – Crafting a strong visual identity that resonates with audiences.

Coding & Interactive Media – Expanding design skills for digital and web applications.

Presentation & Storytelling – Selling your ideas through compelling visuals and narratives.

A good designer is a problem solver, not just an artist.

Adobe Photoshop & Illustrator – For image manipulation, vector design, and branding.

Color Retouching Programs – For refining visuals and ensuring color accuracy.

Mobile Apps – For sketching ideas and quick edits on the go.

Logo Design & Branding Books – For inspiration, typography guidance, and best practices.

Design is a mix of technology, creativity, and strategic thinking, so the right tools help bring ideas to life.

Managing time well ensures that every project gets the attention to detail it deserves.

It depends on the complexity of the project:, Good design takes time, and the key is balancing quality with efficiency.

The most common question I get is: "How do you visualize my design before even starting?"
My answer is always the same—design begins with understanding the concept, the brand’s identity, and the message it needs to convey. I create a mental image before sketching it out, and then I refine it through research and experimentation.

Serving as a Studio Manager and Art Director has been one of my most significant career experiences. This role allowed me to lead creative teams, develop high-impact campaigns, and refine my ability to merge strategy with design execution. Managing both the creative and operational aspects of projects has strengthened my ability to deliver results under high-pressure conditions.

I have worked with renowned brands, including:
Mercedes, Toyota, Honda, Samsung, LG, Allianz, Nestlé, Pirelli, and Fuddruckers.
These collaborations have exposed me to diverse industries, allowing me to craft compelling visual stories tailored to different audiences.

I enjoy manipulation design, as it allows me to blend multiple elements into one seamless, visually engaging composition. This style gives me the creative freedom to craft intricate, thought-provoking visuals that convey deep narratives while maintaining an aesthetically pleasing balance.

Expanding my career into larger international markets.
Winning more awards and gaining recognition for my creative work.
Continuously learning and mastering new design trends and tools to stay ahead in the industry.
I believe evolution is key to a successful design career, and I’m always looking forward to the next creative challenge.

I do both. I enjoy collaborating with teams because diverse perspectives lead to stronger creative solutions. However, I also value working independently when I need full creative control over a vision. The key is finding the right balance between teamwork and personal creative expression.

you can check my behance profile.

Email: moataz.creative@gmail.com, Cell phone: +020100 127 3660https://www.behance.net/MoatazCreative

Thank you for this opportunity! Design is more than a profession for me—it’s a passion and a way of life. I appreciate the chance to share my journey, and I look forward to contributing more to the world of Graphics and Visual Communication Design.

The decision to eliminate traditional drafting was inspired by the design philosophy that digital precision and thoughtful planning can achieve perfection from the first attempt, thereby challenging the conventional need for constant revision in craft.This allowed the designer to: * Assert Digital Control: Use the mathematical precision of Adobe Illustrator to create geometrically perfect and intricate folds. * Focus on Authenticity: Concentrate the entire process on simulating the authentic feel of handcrafted paper using Photoshop for realistic textures, lighting, and shadows, without the visual "clutter" of real-world drafting errors. * Demonstrate Efficiency: Prove that a "Craft Without Draft" workflow is an innovative, seamless, and elegant approach to modern visual communication.

The expertise in Adobe Illustrator and Photoshop shaped the art by creating a hybrid workflow that achieved the balance between precision and organic feel:​Adobe Illustrator (Precision): Used for the structural foundation, its vector-based geometry ensured all complex folds and sharp edges were mathematically perfect and infinitely scalable, mirroring the discipline of origami. ​Adobe Photoshop (Organic Aesthetics): Used for the finishing and realism, it layered high-resolution paper textures and added meticulous, pixel-based shading, highlights, and subtle atmospheric effects to simulate depth, volume, and the tactile warmth of real, handcrafted paper.​In short, Illustrator provided the flawless structure, and Photoshop provided the realistic skin and soul.

The harmony between the bold typography and paper-fold aesthetics was achieved by treating the text as a structural element of the paper itself, not a separate overlay.​The approach focused on:​3D Integration: Applying the same meticulous shadows, lighting, and textures to the typography as to the paper folds, which makes the text appear embossed or physically part of the structure.​Geometric Kinship: Selecting bold, clean typefaces whose lines visually match the sharp, geometric precision of the digital origami structure defined in Illustrator.​Visual Hierarchy: Using the contrast of the bold text against the subtle folds to ensure the message remains clear and acts as the narrative anchor for the entire visual composition.

The most significant technical challenge was the digital simulation of realistic three-dimensional depth using purely 2D software (Illustrator and Photoshop).This challenge broke down into two key obstacles: * Simulating Organic Texture: Making clean vector shapes (from Illustrator) look like physical paper with natural fibers and soft imperfections. This was overcome in Photoshop by meticulously layering high-resolution textures and applying hand-painted details along the geometric fold lines. * Creating True Volume (Illusion of Depth): Generating believable 3D form from a flat image. This was solved through an intensive process of manual color grading and retouching in Photoshop, where every highlight and shadow was precisely applied to mimic a consistent light source, giving the flat folds a convincing sense of volume and depth.Overcoming these obstacles validated the project's success as a testament to meticulous digital craftsmanship over traditional 3D rendering.

The strategic color selection relied on a limited, muted palette to ensure the color supported the form, rather than competing with it.The two main contributions to visual impact and storytelling were: * Emphasis on Form and Texture: Using a restricted range of hues (often monochromatic or analogous) directed the viewer's focus entirely to the intricate three-dimensional folds, shadows, and realistic paper textures, reinforcing the sense of fine craftsmanship. * Narrative through Value: The subtle use of color value (lightness and darkness) provided the primary storytelling mechanism. Light colors were used to visually advance and catch the digital light, while darker, muted shades were used in the fold "valleys" to create recession and depth, fully embodying the volume of the crafted piece.

The visual integrity was ensured by building the art on a vector-based foundation and employing rigorous color management across the final outputs.The strategy focused on three technical points: * Vector Scalability: The core folds and geometry were created in a vector application (Illustrator). This guaranteed infinite resolution—the art could be scaled from a small digital banner to a large physical print without any loss of sharpness or detail. * Dual Color Profiling: The design was proofed and exported with two distinct color spaces to prevent color shifting: * RGB (Red, Green, Blue) for all digital screens (websites, social media). * CMYK (Cyan, Magenta, Yellow, Black) for all print applications, ensuring the subtle, muted paper colors reproduced accurately in ink. * Depth Compensation: The final shadow and highlight layers (critical for the 3D depth effect) were non-destructively adjustable to compensate for the difference between a backlit screen and reflective paper. This maintained the impactful illusion of three-dimensional volume in every format.

The creative environment of Cairo directly influenced the design by emphasizing traditional Egyptian craftsmanship, geometric order, and conceptual permanence. * Tribute to Craftsmanship: The project's digital nature became an homage to traditional Egyptian folk art and the labor-intensive skill of master artisans. The meticulous, non-destructive digital process was a form of digital craftsmanship, mirroring the local value placed on high-quality, handmade work. * Geometric Precision: The reliance on precise geometric folds and structural composition was inspired by the region's history of ordered art, from Pharaonic reliefs to Islamic geometric patterns. This focus on mathematical structure provided a sense of stability and timelessness to the modern digital work. * Aesthetic of Contemplation: The choice of a limited, muted color palette reflected a desire to create a sense of visual calm and order (especially during a globally disruptive period). This calm aesthetic provided a conceptual anchor for the idea of "Craft Without Draft," where perfection is achieved through focused, contemplative skill.

This approach will primarily influence graphic design by: * Re-introducing Tactile Realism: Moving past flat design by establishing a style of "Digital Skeuomorphism." This uses precise vector structure combined with raster effects (like subtle shadow and texture) to make digital objects look and feel genuinely hand-crafted and three-dimensional, without the messiness of physical media. * Elevating Brand Narratives: The visual language signals precision, quality, and thoughtfulness. Brands will use this aesthetic to convey a "hand-made" or artisanal identity to digital consumers, leveraging the layered composition to represent the complex depth of their story. * Driving Hybrid Workflows: Solidifying the practice of using vector foundation for infinite scalability and layering non-destructive raster effects for realism. This efficient, hybrid method will become a standard for designers aiming for rich visual impact across print, screen, and motion.

To maintain artistic authenticity while pushing boundaries in hybrid craft, designers should focus on three core principles: * Deep Material Study (The "Why"): Truly understand the constraints, structural logic, and imperfections of the physical craft (e.g., how paper fibers bend or how thread tension works). The authenticity comes from translating this physical experience into the digital medium, not just mimicking the surface look. * Intentional Limitation (The "Rules"): Impose self-imposed digital restrictions that mirror the limitations of the original craft. By deliberately limiting tool use or color palettes to what's physically possible, designers ensure the digital output remains grounded and conceptually coherent. * Narrative Transparency (The "Journey"): Be clear about why the fusion was necessary. Explicitly communicate that the digital medium is a tool to extend, not replace, the craft. This honesty about the hybrid process reinforces the work's integrity and cultural acknowledgment.

This is how I positioned our brand: slang that our target could relate to and literally say in their everyday communication. Slang that translates to quality, heritage and market leadership.

In Arabic culture, the word “Sheikh” is a colloquial term that refers to the highest rank a person can attain due to their gratitude, integrity, humility, and positive leadership. So when you see the mustache as a logo, it means that this burger will taste and look the best.

Food paper must have sound and healthy specifications, so that the taste or smell of the food does not change. Therefore, we carefully choose the design and when we put it on the paper, it becomes special and elegant, indicating the quality of this burger even in its packaging to whet the appetite for food.

Arabic fonts are among the best and strongest letters when combined with symbols. The logo was carefully chosen with strong Arabic writing to match the mustache, which is one of the strongest symbols of Arabic culture, to be a logo with proportionate dimensions between the font and the symbol in a beautiful flow that expresses strength, simplicity and modernity together.

When the logo comes from something real and cultural, the packaging must also be natural and unpretentious. The choice of packaging comes from nature, as the cardboard is colourless and decorated only with the Sheikh Burger logo as a trademark, which adds clarity and elegance to the product in the choice with consistency that supports the trademark.

I have to keep up with all the developments in terms of design all over the world. In different cultures, we learn from each other everything that is new while preserving our identity. Therefore, it was necessary to preserve the Arab character and identity when working on a product that must be admired by those who see it, so that they feel that they are part of it and express it in a modern way and touch their feelings. This is where the success of the logo lies.

Developing a brand identity in the Middle East has been very competitive lately, but there are considerations for the basics of design that must be built on a sound basis to achieve the purpose of the logo, which is an important part that creates a kind of contemporary creativity that makes the logo a distinctive mark.

When starting to create a logo, you must search for those to whom you will offer this product, study their culture, and work to stay away from anything traditional that has been done before in this field, so that you are distinctive and able to compete at the same time, while taking into account the ease of design and presenting it in an innovative way that helps people understand the product and experience it through the logo that expresses them in an easy and simple framework that combines culture and creativity.

My advice is to always keep up with everything new in the world of design, and when working on an identity, whether Arab or non-Arab, based on what we offer to all parts of the world, do research on the culture of the product, and the culture of the group to whom this product is offered, then start researching the symbols, colors, and expressions that express them and what they wish to see as a logo. It must be original and different from what was presented before and attract their attention to achieve distinction in the world of design.