Born and raised in the picturesque town of Zahle, Lebanon, and now based in Beirut, I’ve always been drawn to the vibrant world of art. From sketching on school notebooks to creating wall art and editing videos for class projects, my journey has been a lifelong exploration of creativity and expression. What started as a childhood passion gradually evolved into a professional career that allowed me to bring ideas to life.
2017
My Journey into Design
In 2015, I chose graphic design as my gateway to the art world, pursuing my studies at USEK Kaslik. Alongside graphic design, I nurtured my love for literature by double majoring in English Literature, a testament to my appreciation for words and storytelling. In 2022, I added another layer to my expertise with a diploma in Digital Marketing and Advertising from LAU, broadening my skill set to include the digital landscape.
My professional journey began with KROKI, a venture I co-founded with my siblings, where I led the design department. However, as Lebanon faced an economic crisis in 2019, I made the bold decision to move to Beirut, seeking to expand my horizons through agency life.
In Beirut, I worked as a senior graphic designer and later as a team leader, managing projects for some of the most prominent Lebanese and international clients. My portfolio includes collaborations with brands like Gardenia Grain d'or, Gandour, Tanmia, Lakkis Farms, Rasamny Group, COLORVISION, Calia Group, Mannai Autos Qatar, Riyadh Season Saudi Arabia, Elephants Foot Group Australia and Morganti USA, among many others.
As a team leader, I honed my skills in overseeing projects from ideation to completion, ensuring every detail aligned with the client’s vision. This experience shaped my ability to balance creativity with strategy, a skill that remains central to my work today.
The Blind Leap
August 12th, 2024, marked a turning point in my life when I unexpectedly lost my father. His sudden passing taught me the value of courage, resilience, and living a life without regrets. My father, a florist, inspired me with his dedication, early mornings, and meticulous care for his craft. His legacy became my driving force.
Determined to honor his memory, I decided to venture alone, embracing the freedom and challenges of building my own path. I founded Lorem Syndrome, an endeavor born from disruption.
1999
Some syndromes hold you back. This one set me free.
When my dad passed away, everything shifted. The safety nets, the predictability, the illusion of time, it all unraveled. I realized I couldn’t keep following a conventional path, waiting for the ‘right’ moment to create something of my own.
So, I stopped waiting.
Lorem Syndrome was born from that urgency, a creative disorder, a rejection of the ordinary, a refusal to play it safe. The name itself comes from "Lorem Ipsum," the placeholder text designers use when they’re still figuring things out. But I’m not here to fill space. I’m here to break the grid.
It’s a movement.
If it doesn’t make people pause, question, or feel something, it’s not Lorem Syndrome.
If it doesn’t make people pause, question, or feel something, it’s not Lorem Syndrome.
This is where design meets rebellion.
This is Controversial by Design.
This is Controversial by Design.
My Design Philosophy
Design, for me, is more than aesthetics; it’s about solving problems and telling stories. I often say, "One day, I’ll save the world with a poster." While it’s a playful exaggeration, it reflects my belief in the power of design to create impact.
Every project I take on is approached with 110% dedication, considering the why, who, and when of the design. Like a book that reveals its depth with every read, great design goes beyond the surface. It’s about crafting visuals that resonate, inspire, and drive action.
My Style and Skills
My work combines clean, bold aesthetics with a creative twist, reflecting years of exploration and refinement. Over the years, I’ve developed expertise in:
Branding and Logos, Digital Campaigns, 3D Design and CGI, Animation and Video Editing.
Branding and Logos, Digital Campaigns, 3D Design and CGI, Animation and Video Editing.
Each project, whether large-scale campaigns or intricate animations, is a testament to my commitment to quality and innovation.
A Personal Touch
When I’m not designing, I find solace in the kitchen. Cooking, like design, is an art of balance, perfecting recipes, breaking rules only after mastering them, and creating something meaningful. I also love to travel, immersing myself in new cultures, arts, and perspectives. For me, living fully is the secret to creating art that resonates deeply.
2023
Looking Ahead
I aspire to save the world, one design at a time. Whether it’s through impactful branding, innovative campaigns, or heartfelt collaborations, my goal is to bring ideas to life and create work that truly matters.
2024