As the visual and brand strategy lead on a multidisciplinary team at IDEO, I played a key role in the UAE’s Alchemy initiative, an entrepreneurship campaign designed to inspire and empower. Working closely with a production designer and a business designer, I was responsible for crafting the visual identity, developing a cohesive brand system, and illustrating assets that were used in national campaigns.

The initiative also included a curriculum adopted by universities across the region and efforts to influence policy, ultimately sparking widespread entrepreneurship programs in both the private and public sectors throughout the UAE and the broader region.