I was born and raised in South Africa with Lebanese roots, and for the past eight years, I've called Los Angeles home. My journey has been shaped by a love for creativity, exploration, and human connection. I've been married for 15 years and am a proud dad to an 8-year-old son who keeps me on my toes.

Beyond branding, you’ll find me on the soccer field, playing tennis, watching the LA Rams or live music, eating good BBQ, or planning my next travel adventure!

As a Brand Strategist, my favorite part of the work is making sense of the clutter—transforming scattered data and underdeveloped brand architectures into clear, compelling strategies. I get a huge kick out of finding that nugget of gold that defines the heart of an organization or city and allowing it to shine. With a background in creative writing, I craft strategies that serve as platforms for powerful narratives. Then, through messaging frameworks, marketing strategies, and brand rollouts, I expand on your story to drive growth and recognition.

While my expertise is in strategy and storytelling, I collaborate with a trusted network of designers and marketers who can be brought into projects as needed, ensuring you have the right team to bring your brand to life.

I thrive in fresh environments where I can bring my process to diverse industries and teams, defining strategies that lead to long-term success. If you're ready to build something meaningful, I’d love to help make that happen.