Founder & Lettering Artist
Tough Cookie Lettering
Total years of experience :16 years, 11 Months
Tough Cookie Lettering is a calligraphy and lettering practice that is all about providing custom lettering services. Find me on Instagram @toughcookie.lettering
Writing articles for the University website. This includes attending and reporting on University events as well as interviewing professors and writing articles about their research and achievements.
▪ Creative lead offering web design, wayfinding, and branding solutions.
▪ Concept development for a TV show called ‘Lawayn Lyom’ as well as design of the online platform.
▪ Created the “Through the Eyes of a Bee” Art Competition for the local community in which schools were invited to create original artworks depicting how they would see the world if they were bees as part of an environmental awareness campaign.
▪ Office branding to include the design of a central vinyl on glass artwork communicating Proms values.
▪ Logo design
▪ Working alongside a dedicated team of creatives, marketing experts, and design technicians as lead designer. Core responsibilities include revisiting corporate guidelines and using them to generate an uplifted company portfolio, customized proposal documents, including expression of interest and pre-qualification documents.
▪ Actively engaged in company re-branding initiatives through the development of research-based design solutions as they pertain to logo redesign and the creation of new corporate guidelines.
▪ Designated as creative lead in the development of the new company website; scope of work includes overseeing content creation, designing a new infromation structure for the website as expressed through wireframes and UI design
▪ Restructuring and maintenance of internal database
▪ Implemenation of new corporate vision
Completed information and graphic design projects for the University. Project involvment frequently ranged from the development of creative concepts through to the execution of print-friendly artwork files. Collaborated with Office management, fellow creatives, and University faculty and staff to successfully complete a range of projects that included a host of publications, large-scale outdoor signage, and exhibition design for the University art museum.
▪ Hired to develop information structures to manage in-store inventories.
▪ Tended to customer needs, worked the cash register, and otherwise directed customers in their journey through the store.
▪ Prepared artworks for vinyl print T-shirts.
Recruited to design and produce artwork files for POS systems as part of a branding campaign for Dove. Projects included display area panels, gondola stands, shelf strips and stoppers, and wobblers.
Lead, and sole creative responsible for handling the creative needs of the Office. Worked directly with the Vice President of the University in logo design, website development, design of annual reports, office signage, and the design of a range of publications, as well as promotional materials for University events.
▪ Design and preparation of print-ready artwork files.
▪ Coordinated with vendors of print and web services to ensure that high end, quality designs were delivered in a timely manner.
▪ Completed design projects for globally-based clients.
Provided graphic design and production services for the completion of the 2010 BLC Bank annual report.
Design and artwork of an annual report for the School of Nursing.
Recruited as part of a design team to develop a 400-page bilingual English/Arabic brochure that outlined the strategic development planning for the city of Jeddah in Saudi Arabia.
▪ Design of a press ad for The National, a local newspaper.
▪ Produced corporate brochures for Mivida, an urban development project in Cairo, Egypt managed by Emaar.
▪ Developed a master visual for an Arabic TV program for Abu Dhabi Media Company.
▪ Logo designs and corporate identity
▪ Design of a style guide for a brochure that outlined the profile of the chain of convenience stores managed by the (ENOC) Emirates National Oil Company.
▪ Directed a photo shoot for food items to appear on a menu and provided art direction for the design of a menu distributed at ENOC convenience stores.
▪ Assisted in design of F&B collaterals for Angsana Hotel and Suites in Dubai. Design deliverables included the design of forms, stationery, packaging for F&B items, and large-scale outdoor branding panels.
▪ Directed and oversaw product photo shoot for Hoover.
▪ Introduction to the world of advertising as a creative resource.
▪ Focused on refinement of software proficiency, learning printing processes and completing projects in a quick, accurate and efficient manner, while demonstrating poise and professionalism in a deadline-driven environment.
▪ Consistently provided accurate artworks files for multiple accounts. Projects included design and finalization of bilingual English/Arabic brochures, leaflets, packaging, vehicle branding, press ads, stationery, and form design.
▪ High profile clients included Emaar, Citibank, Iraqna Telecom, Dubai Chamber of Commerce & Industry (DCCI), Unilever, and Young Arab Leaders (YAL).
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