About

Keep it simple

We live in a noisy world where everything competes for attention. My job is to keep things as simple as possible.

Essence before aesthetics

Design should be more than good looks. What a design means, the emotions it creates and the value it gives matter more than how it looks.

Good beats original

Good and ordinary is better than original and bad. Design is meant to serve a purpose, so quality comes before novelty.

People at the centre

The person who will use the result is at the centre of every design decision.

Creativity shouldn't be restricted

Not by a single discipline, not by a familiar tool. A design problem can be solved across several disciplines at once, and the problem decides the approach.

I start with what actually needs doing: the business need or the design problem. Then I use whichever disciplines and tools the problem calls for, and hold the result to the principles above.

I hold Dieter Rams' ten principles of good design in high regard.

1. 2025–nowPartner, brand & digitalOnari Design Group (co-founder)
2. 2023Chief designerSeqposure, UAE
3. 2021–2026Independent multidisciplinary designerClients and agencies worldwide
4. 2019–2021VP DesignMazadat, Egypt
5. 2019–2021Product designIdea in Motion, Trapeze and TechTag, Egypt and Switzerland
6. 2016–2017UX consultant and design trainer (3-month contract)ITWORX Edu, Egypt
7. 2016DesignerThe Factory, digital media agency, Egypt
8. 2014–2019Independent multidisciplinary designerClients and agencies
9. 2008–2013Graphic designer (part-time), web design tutorGerman University in Cairo
10. 2007–2014Co-founder and chief designerRobusta, Egypt
11. 1999Design internAswaq, Egypt

Studied digital media engineering (2003–2006), then graphic design at the Faculty of Applied Sciences and Arts (2008–2014), at the German University in Cairo, without completing a degree.

My CV

Since 2007 I've worked for these brands and others, directly or through agencies, in Egypt, UAE, Qatar, Kuwait, Switzerland, Sweden, the UK, Moldova, Canada and the USA.