Strategy → Identity → Governed System
Identity
GAD Heart & Lungs Institute
A specialized cardiac and pulmonary institute needed an authoritative yet warm bilingual identity to govern architectural signage and patient care.
Read the case study[OPEN TO BRAND IDENTITY DESIGNER ROLES · RIYADH / REMOTE · 2026]30.1936° N, 31.4603° E · AL OBOUR
Mustafa Aboalazm — Senior Brand Identity Designer. Brand identities andvisual systemsfor bilingual brands.
I build identity systems teams can apply consistently across print and digital.
SYSTEM CONSTELLATION™ · LIVE
PROJECT OUTCOMES & SYSTEM STANDARDS
Project-grounded metrics & operational principles
5Y
Identity Stewardship
NILE PHARMA FOOD · 2020–25
Five-year brand identity stewardship across the rebrand, packaging, and campaign systems.
LOCKED
Design Governance
GOVERNANCE PRINCIPLE
Token-governed brand rules are the operating standard; this is not a measured performance result.
20+
Clients & Organizations
9+ YEARS OF PROFESSIONAL PRACTICE · 2017–26
Local and international clients across pharma, food, education, government, and related sectors
01SELECTED WORK
Selected work
Selected Brand Identities: real systems in production.
The challenge, what was designed, and the outcome — across healthcare, editorial art & print, and consumer goods.
Premium Art Brand · V1.0 System
Identity
Reflection
An art and print studio needed a warm, airy editorial identity distinct from cheap poster shops and sterile art galleries.
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+40% Online Visibility
Identity
Nile Pharma Food
A pharma-food brand operating without visual governance that needed consumer packaging authority and bilingual shelf impact.
Read the case study02WHY / VALUE
WHY THIS APPROACH
Not just an identity. A system that works.
Three principles that explain the work before we get into the process.
Why Mustafa01
Strategy before aesthetics
Visual decisions start from the business, audience, and market — not decoration alone.
02
Systems, not files
The deliverable is a system teams can use, scale, and maintain after handoff.
03
Arabic + English by design
Both languages are designed into the architecture from the start, not translated at the end.
03METHOD / PROCESS
HOW WE WORK
From first contact to launch.
Four visible stages. Every stage has an output and a sign-off. You always know where the project stands.
See the full method01Brief + audit + research
Discovery & Research
Understand the brand, market, and audience before any visual decision.
Gate 01
02Positioning + voice + direction
Brand Strategy
Lock positioning, personality, and voice before visual design begins.
Gate 02
03Logo + type + colour + applications
Concept & Design
Turn the strategy into a complete identity system built to scale.
Gate 03
04Guidelines + files + handover
Refine & Deliver
Review, approve, and hand over a system your team can actually run.
Gate 04
04PRACTICE / BACKGROUND
01 / ABOUT
A craft built across pharma, food, education, and government.
I design full-cycle brand identity systems — from brand audits and competitive analysis to logo systems, design systems, and the brand guidelines teams actually use.
Co-Founder & Creative Lead at Code & Canvas, and Digital Product & Platform Lead at Nile Pharma Food & Food Supplements. Currently open to Senior Brand Identity / Product Design opportunities | Riyadh or Remote.
Read the about page- SPECIALTY
- Brand Identity & Visual Systems
- CURRENT ROLE
- Creative Lead, Code & Canvas
- AVAILABILITY
- Open to Brand Identity roles · Riyadh / Remote
- LANGUAGES
- Arabic (Native) · English (Professional)
- BASED
- Al Obour, Egypt — Open to Riyadh & Remote
05FAQ / BEFORE START
FAQ
Before we start.
Do I need to know exactly what I want?+
No. The first phase exists to understand the problem and establish the right direction before design.
Can the identity work in Arabic and English?+
Yes. For bilingual projects, the architecture is designed for both languages from the start.
How long does a project take?+
The core method is 38 days across four phases, with written sign-off at every gate.
What do I receive at the end?+
A complete identity system, final production files, guidelines, and an organized handover based on scope.
How do we start?+
A short discovery call to clarify scope, fit, and timeline before any commitment.
06NEXT / CONTACT
— LET'S BUILD SOMETHING —
Have a brand to shape?