East is East

who
personal

what
editorial design of a stage play

when
2023

why + how
For this project I created the book design for a stageplay set in 1970s Salford. I was interested in experimenting with the different text elements that form the stageplay script; dialogue text, action text, and character name cues. The play deals with the culture clash between a Pakistani man and his biracial family’s English values; thus green is used to represent this subcontinental identity while bold modern fonts act as a West contrast.

UBL Playbook

who
United Bank Ltd.

what
research & editorial design

when
2022

why + how
UBL’s Innovation Department was set up in collaboration with IBM in 2017. Responsible for design and technology development in one of Pakistan’s largest banks, the department needed a standardised document containing all it’s SOPs. This “Playbook” is a result of these efforts.

The Reset Chiro

who
Reset Chiropractic

what
web design & brand materials

when
2022

why + how
As a new form of healthcare to Pakistan, Reset Chiropractic envisions a more sustainable model of wellness built around a holistic approach. Their website was designed to be mobile-first, built on SquareSpace for easy updating by the client. Stationary materials such as letterheads, business cards, patient folders and flyers were also designed with a focus on consistency, information, and education.

Splash

who
IAL Saatchi

what
photoshop experimentation for key visuals

when
2021

why + how
Water splashes and airborne fruits were explored as a design direction for a client campaign. The concept is based around the idea of a refreshing summertime drink.

Osman London

who
Osman London

what
custom HTML / CSS, and editorial design for an emerging designer label

when
2021

why + how
A Shopify template was adapted to personalise the online experience of this new and emerging fashion brand, with custom finishes and the application of their brand guidelines Additionally, the design and layouts for their press releases, lookbooks and line sheets were also undertaken to provide a comprehensive graphic design service.
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