Fun fact: although the homepage says I'm originally from Beirut, I'm also half Russian 🇷🇺. I studied Visual Communication in Lebanon, and have worked in design and advertising in Beirut, Doha and Amsterdam. My passions for design, design thinking and understanding people have recently lead me to Behavioural Design.
Behavioural Design is a fancy expression for "designing the right conditions to trigger action". Be it small actions like clicking a button or reading a newsletter, or bigger actions like reducing the usage of single-use plastics. The key to triggering action is understanding the forces behind the inaction, and that's where I roll up my sleeves to get all the valuable insights. I then use these insights to design tangible and measurable solutions.
I'm currently interested in working with and learning from multidisciplinary teams to solve bigger problems, address real human needs and create positive change ✨
It's just another fancy expression. What it means is that I like learning about the inner workings of multiple things instead of the nitty-gritty details of one design decipline.
Nobody knows for certain what the creative landscape will look like a decade from now. That's why I decided to focus on my approach and mindset towards design in general. If you want to be ready for all kinds of weather, especially if you live in Amsterdam, it helps owning multiple hats.
Original collection: graphic design, art direction, brand strategy and copywriting.
New collection: design thinking, creative strategy, behavioural insights, UX research and design basics.