Currently designing an AI project for the Department of Culture and Tourism – Abu Dhabi
Creative Director
for brands, systems
& AI that talks.
Experience
16+ years
Based in
Dubai · working globally
Focus
Brand, Design & AI Systems
Worked with
01
About me
Direction defines impact.
I’m a Creative Director with 16+ years across brand, product and design systems for global companies and technology-driven products. I evolve brands without losing their identity, build visual systems that scale, and help teams work with clarity across product and marketing.
Lately I design conversational AI as a system, not a script: from user intent and brand character to dialogue flow, boundaries and continuous learning. And I use AI throughout my own process, to explore faster and turn ideas into systems teams can scale.
Creative Direction
Brand Systems
Design Systems
AI & Conversational Design
Fractional Leadership
Creative Coaching
02
AI & conversation design
I design how AI talks.
Conversation design is a framework, not a list of features. I work through five layers, so an AI understands what people need, responds in the brand’s own voice and knows its limits. Right now I’m applying it with Nagarro on AI systems for Abu Dhabi’s Department of Culture and Tourism (DCT).
01 · Intent
Start from what people are trying to get done, and the moment they arrive in.
02 · Character
A personality derived from the brand: voice, tone range and how it shifts with context.
03 · Flow
Turn-taking, clarifying questions, repair when things go wrong, and knowing when to hand off.
04 · Boundaries
What it won’t do, how it declines, and how it stays safe without sounding cold.
05 · Learning
Real transcripts, evaluation and iteration, so the conversation gets better every week.
03
Selected work
Evolving a product brand without losing its identity. Brand redesign, design system and marketing pages for managed WordPress hosting.
Annual reports and campaign art direction for a global digital engineering leader, built by a remote creative team.
Rebranding Brixel: six months spent humanizing the first true online real estate market.
Rebranding, brand system and creative strategy for a business transformation consultancy.
Coming soon
04
Experience
16+ years of shaping brands.
From art direction in Lisbon to AI systems in Dubai. Every role added a layer to how I lead.
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