11 years in sports and events. I’m a Creative Director based in the UAE, and most of my career has been spent building tournament identities, ground branding, broadcast graphics and social campaigns for properties like the World Championship of Legends, Legends Football League and the Pakistan Cricket Board.

My other core sectors are education and development, and healthcare: campaigns, publications and brand systems for organisations like Teach For Pakistan, MyUniPath and Sophon Labs. Along the way I’ve also built brands in fashion, lifestyle, FMCG and kids’ products.

I start with strategy: the market, the audience and the position a brand needs to own. Then I design the system that gets it there, from the logo to stadium hoardings to the social feed.

Today I’m Creative Head at MRKTX.