Design, briefed properly.

What is the difference between graphic and UI design?

Most of the audience will see your design on a phone first: the UAE had 23.0 million mobile connections for 11.4 million people at the end of 2025, according to DataReportal.

• Graphic design makes visual artefacts (ads, decks, brochures, packaging, posters, social content) that have to work at the moment they’re seen. Typography, composition, hierarchy and print production.
• UI design makes interactive systems (websites, apps, dashboards) that have to work over thousands of uses. Interaction design, accessibility, design systems and developer handoff.

Most projects need both.

What should a design brief include?

Every brief covers seven things:

1. Audience: specific people and contexts, not “potential customers”.
2. Objective: what they should think, feel or do, measurable where possible.
3. Key messages: one to three.
4. Brand constraints: the system the work must follow.
5. Success criteria: agreed before design starts.
6. Formats: sizes, file types, print or screen.
7. Timeline and reviewers: who decides, and when.

An extra hour on the brief saves many hours of revisions.

Graphic design

Placement shapes the brief: in the UAE, Instagram’s ad reach was 8.05 million and Snapchat’s 5.13 million in late 2025, according to DataReportal, and each platform crops and compresses differently.

• Brand application: stationery, presentation templates, email signatures, social templates, signage.
• Marketing collateral: digital ads, landing-page graphics, email design, sales decks, reports and event materials.
• Print: brochures, invitations, packaging and posters, produced with Dubai print partners.
• Editorial: annual reports, lookbooks and premium guides.

UI design

Interface quality has measurable thresholds: Google treats an Interaction to Next Paint under 200 milliseconds and a layout shift under 0.1 as “good” (web.dev), and designs that ignore them cost conversions.

• Marketing websites: component-based designs in Figma with developer-ready handoff.
• Product UI: dashboards, internal tools and customer portals, function first.
• Mobile apps: iOS and Android, following platform conventions where they help users.
• Design systems: components, tokens, documentation and governance, maintained like a product.

How engagements are structured

Project-based (fixed scope and fee), retainer (monthly hours you prioritise) or embedded (working alongside your team for a period).

Photography, video, motion, 3D and large-scale illustration are coordinated through specialist partners, briefed and art-directed by me.