Brand Support

Background 

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In 2019, after fifteen years in corporate communications—both as an employee and a freelancer—I felt a pull toward a more creative and personal path, marking the beginning of my journey into the literary arts. Still, I had no wish to abandon the career I had spent a decade and a half building. So, instead of closing the door, I became more intentional about the clients I take on and the work I do for them—inviting a poetic sensibility that looks beyond utility or commercial viability and aligning with brands and initiatives that contribute meaningfully to culture, whether through art, design, science, wellness, education, environmental care, social good, or animal welfare.

 

Since then, the projects I've supported with brand strategy development, copywriting, voiceover scriptwriting, and narration range from a biophilic-designed residential development and solar-powered park to a meditation series for pregnant mothers, a spa rooted in traditional healing, an ethically sourced jewellery brand, a creative agency that exclusively takes on social-impact work, an award-winning short film that champions a sense of interconnectedness, an LA-based independent film production company that supports in indie films, and more. 

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Services 

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Brand Articulation (Strategy) 

• I help brands articulate their mission, vision, purpose, positioning, audience, messaging framework, personality, and voice.

• I work alongside designers to ensure that the essence and design speak as one.

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Brand-Aligned Copywriting (English & Arabic)

• I write purpose-led copy for brands across digital and print platforms. 

• I also craft creative and reflective writing for select formats, such as coffee-table books, visual poetry books, manifestos, and articles.

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Voiceover Scriptwriting and Recording (English & Arabic)

• I write emotive scripts specifically designed for audio. These are can be commissioned for short films, brand videos, exhibitions, campaigns, documentaries, meditations, and immersive experiences—where the writing supports a sentiment or cultural message—without commercial language.

• I offer voiceover narration of my scripts for select projects, lending my voice to messages that seek to move, uplift, or provoke reflection, rather than promote a product.

• I also source/license sounds and music or integrate my voice into client-provided tracks.

 

Art Film Concept Development & Direction (English & Arabic)

• I develop film concepts and direct short art films through emotive storytelling that could be used for digital platforms, arthouses, exhibitions, campaigns, and multi-sensory experiences. These are films that express a cause-driven message, and while they do not sell the brand directly, they elevate it through association with a deeper impact-led narrative.

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Experience 

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In 2004, after graduating with First-Class Honours in Communication, Authoring & Design from Coventry University, UK, I began my career in corporate communications—first at Visa Europe in London, where I worked in the legal department’s technical authoring team, and later at Mubadala Investment Company in Abu Dhabi, supporting its aerospace sector and subsidiary assets with communications, events, branding, and copywriting.​ During my time at Mubadala, I undertook several professional development programmes, including a course in Digital Marketing at Harvard Business School.

 

In 2013, I transitioned to freelance work as a brand copywriting specialist, helping companies define their ethoi and convey their services with clarity and consistency. Over the years, I’ve worked across a wide range of sectors—from food and beverage to infrastructure and urban development. I've taken on both retainer contracts and one-off projects, working directly with brand founders as well as partnering with creative agencies to develop strategy and messaging frameworks for their clients.

 

Then, as mentioned, in 2019—upon embarking on my journey into the literary arts—I became more selective about the brands I create for, focusing primarily on initiatives that aim to create impact beyond profit. 

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Other services I provide include poetry editing and self-discovery writing.