Interview with Shadi Al Hroub
I am an award-winning creative director and leader with over 17 years of experience and 9 years of research in branding.
Designer of the Day Interview
13 May 2025
Shadi has over 12 years experience in design and communications, including over 5 years of research in branding and advertising specifically. Based upon his strong education in design and his extensive professional experience, Shadi has won numerous international design awards and designs at the international level. Through a strategic combination of management, organization and communication skills, Shadi has brought forward new concepts of design that have successfully promoted increased participation across various mediums. His design experience ranges from graphic design and packaging to branding and advertising (both traditional and digital). He has worked as a lecturer in creative design in various American universities and as a creative consultant at Leo Burnett, Hilton Worldwide, the International Trade Center and is currently working as lecturer of Graphic Design at Middle East University. He was a final judge for the Stevie Awards, Future Ideas, the A’ design awards, Adobe Achievements Awards 2017, Grand Jury Panel at Vega Digital Awards 2017 and Currently Grand Jury Panel at Muse Awards 2018.
I found my passion and artistic inspiration before completing my degree in art & design from Philadelphia university. I use deep colors to emulate the art savage style which displays the cruel and dark side of reality.
In fact, my profession includes creative graphics design; photography, digital paint and tutor in print and web design
Great prestige!!
My career has led me to specialize increasingly in the design major at an international level. This is the path I have chosen for myself to become the best in an area that I find immensely enjoyable.
I try to establish a new style, new era, so I always make an efforts to keep my research up to date and try to always improve my vision for design.
There is great prestige attached to the world “creative.” Creative people apparently magic up ideas—wonderful solutions to the most complex problems. Ideas, they’re at the heart of every creative process. However, almost no really good ideas are flashes of inspiration. It’s not magic. These people are no different from you. They just have a different way of looking at problems and solving them. The good news is, they use tools that anyone can use. Ideas have to be squeezed out of us every day.
To stand up to this challenge, you need to arm yourself with some good tools.
In my vision, Time is a tool to think about the imagery that supports your focus.
I think about the cultural references and landmarks that establish a common frame of reference between the firm and audience.
The creation of design seeks to take key behavioral characteristics of a firm and use them to build an image that can be presented to target consumers, other stakeholders and the world at large.
Rotate your design upside down and look at it from the bottom, up. Look at it from the side, and at an angle. Look at the areas between the thumbnails and see what hidden messages you've left yourself.
All Big !!!
Salvador dali ;-)
Have the best music playing and get myself into a mood that sparks my imagination, allow me to make connections between thoughts and concepts.
Well, often I worked with cutting edge technology, using my creativity, and having fun doing it
Give good chapter from my favorite book to junior designers.
A’ Design Award gives me a big exposure.
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Design Legend Interview
12 August 2025
I have over 17 years of experience in creative direction, packaging design, and branding, with 9 years of dedicated research in branding. My journey includes collaborations with top-tier brands and extensive involvement in multimedia design.
My motivation comes from a passion for creativity and the desire to communicate powerful messages through design. The ability to influence perceptions and create impactful visual experiences inspired me to pursue a career in design.
I chose to become a designer out of a deep-seated passion for creativity and visual storytelling. It was a natural path for me, driven by my love for art and design.
I specialize in branding, packaging design, and multimedia. I wish to explore more sustainable and socially impactful designs, contributing to environmental and societal betterment.
Young designers should continuously hone their skills, stay curious, and seek inspiration from various sources. Networking, learning from mentors, and participating in competitions can also pave the way to success.
A good designer creates aesthetically pleasing work, while a great designer combines aesthetics with functionality, innovation, and the ability to solve complex problems creatively.
A really good design is one that effectively communicates the intended message, resonates with the target audience, and stands out for its innovation and usability. I evaluate design based on clarity, creativity, and impact.
Good design enhances user experience, drives brand recognition, and can significantly impact a company’s success. Investing in good design leads to long-term benefits, including customer loyalty and increased market value.
I would love to design for humanitarian causes and sustainable initiatives, creating solutions that address global challenges and improve lives.
My dream project is to develop a global branding initiative that promotes environmental sustainability and responsible consumption, aligning with the UN Sustainable Development Goals.
My secret recipe is a blend of passion, persistence, and continuous learning. The secret ingredient is empathy—understanding the needs and desires of the audience to create designs that truly resonate.
I draw inspiration from design legends like Saul Bass, Paul Rand, and contemporary masters like Stefan Sagmeister and Paula Scher, who have revolutionized the field with their innovative work.
I admire the branding work of Paul Rand, especially his logos for IBM and ABC. These designs are timeless, embodying simplicity and clarity, which are hallmarks of great design.
One of my greatest designs is the Menamonsters Characters, which won the Iron A' Design Award. The design stands out for its creativity, uniqueness, and ability to engage the audience effectively.
To become better designers, people should practice consistently, seek feedback, and stay updated with industry trends. I continuously challenge myself with new projects and learn from every experience.
If not a designer, I might have pursued a career in art history or psychology, fields that also explore human perception and creativity.
Design is the process of creating solutions that are both functional and aesthetically pleasing. It’s a means of communication that can influence perceptions and behaviors.
My family, mentors, and colleagues have been my biggest supporters, providing encouragement and guidance throughout my career.
Continuous learning, a passion for creativity, and the willingness to take risks and experiment with new ideas have been crucial in my journey to becoming a great designer.
I faced challenges like balancing creativity with client expectations, staying motivated during difficult projects, and constantly evolving to keep up with industry trends.
Designers should present their work with clear narratives, showcasing the problem-solving process, the rationale behind design choices, and the impact of the final product.
My next project involves exploring sustainable packaging solutions. Expect innovative designs that address environmental concerns while maintaining functionality and aesthetics.
My ultimate goal is to create designs that make a positive impact on society, inspire future generations, and push the boundaries of creativity and innovation.
People expect creativity, innovation, and a deep understanding of their needs. They also look for a commitment to excellence and the ability to deliver impactful solutions.
Design can solve real-world problems, improve user experiences, and promote sustainability. It has the power to influence behaviors and create a more inclusive and equitable society.
I’m currently excited about a project that focuses on sustainable packaging, aligning with global efforts to reduce waste and promote responsible consumption.
Projects that have had a significant social impact, such as those for NGOs and humanitarian organizations, give me the most satisfaction because they contribute to meaningful change.
I’d like to see more emphasis on sustainability, inclusivity, and ethical practices in the design industry, along with greater support for emerging designers.
The design field is headed towards greater integration of technology, such as AI and AR, and a stronger focus on sustainability and user-centered design.
The time to finalize a project varies depending on its complexity, but typically it ranges from a few weeks to several months, ensuring thorough research and refinement.
I start with research and understanding the client’s needs, followed by brainstorming and conceptualizing ideas before moving on to the design and iteration phases.
"Design with purpose, create with passion." This motto encapsulates my approach to design, emphasizing meaningful impact and creative enthusiasm.
Design has the power to set trends by introducing innovative concepts, but it also adapts to existing trends to stay relevant and resonate with audiences.
Technology plays a crucial role in enhancing creativity, improving efficiency, and enabling new possibilities in design. It allows for more precise and innovative outcomes.
I use a variety of design software, including Adobe Creative Suite (Photoshop, Illustrator, InDesign), and rely on high-quality hardware like Wacom tablets and powerful computers for my work.
Color, materials, and ambiance are essential in creating the desired emotional response and functionality in design. They enhance the overall aesthetic and user experience.
I wish people would ask about the thought process and inspiration behind my designs, as well as the challenges faced and how they were overcome.
I think about the creativity and effort behind it, the problem it solves, and how it can inspire or influence my own work.
My ideal design partner is someone who shares my passion for creativity and innovation, and I strongly believe in co-design as it brings diverse perspectives and ideas.
Mentors, industry peers, and clients who challenge me to think differently and push my creative boundaries have had the most influence on my design.
Books like "Thinking with Type" by Ellen Lupton and "The Design of Everyday Things" by Don Norman have profoundly impacted my understanding of design principles and user experience.
I developed my skills through continuous practice, learning from feedback, staying updated with industry trends, and experimenting with new techniques and technologies.
I would love to meet and discuss with Leonardo da VinciContinuing from where we left off:
I feel incredibly honored and grateful for the recognition and awards I have received. While fame comes with its own set of challenges, it also brings opportunities to inspire others and make a positive impact in the design community.
Color: Blue, for its calming and versatile qualities.
Place: Florence, Italy, for its rich artistic heritage.
Food: Sushi, for its balance of flavor and presentation.
Season: Spring, for its sense of renewal and creativity.
Thing: My sketchbook, where ideas come to life.
Brand: Apple, for its innovative design and user experience.
Place: Florence, Italy, for its rich artistic heritage.
Food: Sushi, for its balance of flavor and presentation.
Season: Spring, for its sense of renewal and creativity.
Thing: My sketchbook, where ideas come to life.
Brand: Apple, for its innovative design and user experience.
Once, during a client meeting, I accidentally projected a personal doodle instead of the presentation slides. It broke the ice and led to a more relaxed and productive discussion, proving that even mistakes can have a positive outcome.
Seeing a design come to life and receiving positive feedback from clients makes my day great. I motivate myself by setting small, achievable goals and finding inspiration in everyday experiences and interactions.
Yes, from a young age, I was always drawing, creating, and exploring new ways to express my ideas visually. My passion for art and design was evident early on, and it naturally evolved into my career.
In a thousand years, I envision a world where design and technology are seamlessly integrated, enhancing human experience and sustainability. Designers will play a crucial role in solving global challenges and improving quality of life.
I want my fans to know that my journey in design is driven by a passion for creativity and a commitment to making a positive impact. Every project I undertake is an opportunity to learn, grow, and contribute to a better world through thoughtful and innovative design.
Designer Interview
13 May 2025
My career has led me to specialize increasingly in the graphic design major at international level. The reason for this is because from a young age I have always had a very high interest in advertising and graphics design everything that is around us has been designed and this has always fascinated me.
I'm Creative Consultant, I worked as a creative consultant at Leo Burnett, Hilton Worldwide and the International Trade Center and more...
Design is essentially problem solving at its core. You see a problem in an object/situation, you analyze it and try and remove those flaws. The process you hence undertake to do so is design.
Branding and Creative Campaigns
My favorite project is branding at Hilton . I were given the opportunity to design restaurants identity. It was very enjoyable project.
Logo and corporate identity
UX and Web Design
Creativity will hit you just at the moment you're in a silent, bright lighted room.
It doesn't matter how good you are today. What really matters is how fast you progress and what steps you take every day to improve your design skills.
Depend on the project
Like a heartbeat
Concept is the foundation of any successful design — it’s like design DNA. Before I touch the computer or even start sketching, I figure out what I am trying to say conceptually. The concept provides the direction for the entire project. Without a solid concept its almost impossible to create a lasting design.
Beauty is, and always will be, in the “eye of the beholder.” Your decision about the beauty or lack of beauty in a particular work of art is instinctive and natural. In fact, you probably won’t even have to make that decision, you’ll just either be captivated by a piece of art or you won’t.
Social and environmental responsibility is an increasingly important factor for today's consumers. designers must be careful on products.
In trying to figure out what the future of design will look like, we’re at a bit of a loss.
In Oman, Black Balloon exhibition... Don't Know
From music, movies or read a book
Savage style
Oman, Muscat
in consultancy base
By previous clients, fees and design profiles
If you pay attention to detail, are patient, creative, and like solving problems, then you are well on your way. Try to establish a new style, A style is a tool; it’s the thing you’re using to hit the target. Think about the colors you want to use and what those colors mean. Think about the imagery that supports your focus, the pace that attracts your audience, the words that communicate to them. Think about the cultural references and landmarks that establish a common frame of reference between you and your audience. There is great prestige attached to the world “creative.” Creative people apparently magic up ideas—wonderful solutions to the most complex problems.
couch, mirror, sound system, paint and carpet
I get up early in the morning and take a shower. I eat my breakfast then and revise my calendar. I reach my work at around 9 am and back around 7 pm. Then I take some light snacks and read till 9:00 pm and then spend some time using the computer and the Internet. I go to bed around 11 pm.
When you’re working on a project, brainstorming sessions allow you to get your thoughts down in a tangible form. Thumbnails are like icons for thoughts, visual markers that allow you to think through a design. But instead of having to draw out a full version and get lost in the details, you only have to jot down the thumbnail sketch to serve as a reminder of the original concept.
Design is a great way to make a living. It can be fulfilling, helpful, and your work can have impact on people and culture. But it’s worth remembering it’s still just a job.
Creativity
A varied selection of sources to conceive the final design
Music, Adobe Collection software and pencil
Priority first before starting the job
Depend on the project for example logo design may take one hour, but campaign could be for a month
Time frame
Samsung Campaign, I have learned a lot of different cultures
International Trade Center, UN, USAID, Hilton and more
Designing a campaign, I can make my own research during the time frame and know where i can prove my designs
Open my own orgnization
By my self
Not as this moment
Mostly they Google me and reach me from my website or social media
Not really, Thank you
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