The fashion industry has been shaping our collective consciousness for centuries, playing a significant role in constructing our perceptions of body size and gender norms. However, this construction has not been neutral or objective, as it has been shaped by colonial and Western-centric influences.
Providing a critical analysis of how these Western-centric epistemologies and colonial legacies present in the fashion industry have shaped the construction of size and gender norms and therefore resulting in exclusion and marginalization of individuals from a variety of cultural and social contexts, the project reviews the historical and societal factors that have contributed to the construction of these norms, including the role of colonialism, orientalism, and capitalism. Drawing on postcolonial and critical theories, it explores the impact of these norms on marginalized communities and individuals with different abilities, races, ethnicities, body sizes, and gender expressions.

The project consisted of the following elements: 23-mins performance, sound piece, a 100+ pages print, AI-generated fashion collection, fabric installation with DC motors that results in a moving centerpiece and suit design and production.

Brief: network of creatives facilitates the collaboration between creatives and clients, delivering high-quality creative solutions in the field of digital and physical experiences.

They ensure that businesses find the perfect match for their creative needs, and creatives gain access to meaningful projects without the stress of job hunting and negotiations.

A smooth interaction between both parties, providing a platform where they can communicate and collaborate effectively is one of the main goals.

Goal: develop an experience for their users (freelancers and businesses) to feel excited to join their community and trust them with job deals and opportunities. The result is a desktop and mobile version.

I worked on the identity of the new startup and accordingly developed a UI to fit and reflect the playfulness and edgy vibe they wanted to achieve. I used Figma for the design and Endlesstools for shape creation. Font used: Raleway

Shufa is a dj duo originally from Cairo, now based in Bremen, who are using a unique blend of techno and melodic techno with Egyptian-flavored beats. With a focus on showcasing producers from the SWANA region, they are passionate about challenging stereotypes and promoting diversity in a male-dominated industry.

Brief: Shufa wanted to provide a platform for fans to learn more about their music and connect with them as well as stay updated on their latest gigs. In the future they also wanted to start a merch, which would then be included on the website. They wanted to show their identity through the design and highlight their boldness.

Goal: create a website that is interactive, where you reach the information quickly as well as enjoy the aesthetic aspect that represents the duo’s identity and music genre.

I worked on a UI to fit and reflect the boldness and interactivity they want to achieve. I used Figma for the design. Font used: Poppins.

@theshufaduo

Struggling with their identities and cultural+social beliefs, the publication exposes three wom:n from different decades with their experiential stories.
A bi-annual+lingual print.
The project started in 2019 as a single print and continued until 2021 with seven other A5 riso prints that were tackling different topics and struggles.

a collection of works in the field of graphic design, logo design, lifestyle photo-prompting, photography and photo-manipulation. Tools used: Illustrator, Figma, Midjourney, Lightroom

Client brief: The company is looking to revamp its website to appeal to younger generations by incorporating a modern design. They hope to showcase their impressive showroom and attract more customers by creating an online experience that’s just as impressive as their physical space.

Goal: create a website with a more modern aesthetic and providing the information for customers in the easiest way possible.

I worked on revamping the website and accordingly developed a UI to fit and reflect their younger vibe. I used Figma for the design. Font used: Montserrat

Talat khotut is a font that is generated through three different elements. These elements consist of one square in different sizes.

Through analyzing the Arabic typography elements, I found out that the alphabet could be shortened to three main elements. These develop through simplifying the letters from a calligraphic style to an abstract square. The alphabet consisting of 28 letters has very similar shapes that build the whole letter and through abstracting these similarities, the new system is developed. This system builds a structure where one can construct a letter from the inside out. Through this, the square, with its three forms, is capable of building any letter and therefore any word. This system can be used to simplify the learning process of the Arabic language that is fairly complicated.