20+ years of delivering creativity in various categories for great clients at leading advertising agencies.
Work Experience
2022 - Till Date | Creative Head
Ismail Global Trading LLC, Dubai, UAE
2008 - 2022 | Creative Group Head
Manhattan Leo Burnett, Karachi, Pakistan2007 - 2008 | Art Director
Adgroup Communication, Karachi, Pakistan2007 - 2007 | Creative Manager
Media Links LLC, Dubai, UAEProfessional Skills & Capabilities
Software Command
Certificates
Diploma in Animation Program
Computa Multimedia Institute (SDC, Karachi)
Diploma in Graphic Design & Interactive
Computa Multimedia Institute (SDC, Karachi)
Diploma in Commercial Art
Brilliant Skills Institute, Karachi
I never approach graphic design as part art, part communication, but rather as communication through art. Design, for me, transcends image or text alone, carrying a larger capacity to persuade, connect and stimulate.
Being a designer, I consider myself a link between clients and their intended audience. Thus, for me, design starts with curiosity. What is the content and reason of the client’s message? What is the posture of the intended audience? I try to build connection between these two seemingly disparate parties with a design that results in clarity evident to client and audience alike.
Considering each client, target market, and set of challenges are unique, so I create the designs according to their needs. My design takes on a chameleon-like quality, changing skin but never substance as I keep style as a tool of communication.
The Implementation
As a graphic designer, pursuing personal expressions or aesthetic standards is self-serving. There is nothing wrong with serving myself, but in my way it should not be done so at the expense of my client. The core of what I offer as a designer or an art director is problem-solving. When I take brief on a project, I like to ask many abstract questions to explore various dimensions on it because a job that is driven by true need to communicate something is always more interesting and challenging, and therefore rewarding when it is accomplished. And, more importantly, it tangibly contributes to the success of the project.
I aim to extract l the message to its essence, removing any extraneous information that can build a barrier to communication. I enjoy playing through each element - typography, image, color, texture, and style - and and then harmonize them to create an impression greater than the sum of its parts.
Born and raised through the advent of advertising and commercial art, I have been mixing colors and creating effective imagery for renowned brands throughout my career as a graphic designer for over 20+ years. Specialized in print and online graphic design, application and brand development, marketing illustration and motion graphics and effective designs from ATL through BTL and Digital.
Work Experience
2022 - Till Date | Creative Head
Ismail Global Trading LLC, Dubai, UAE
- Designed packaging of 150+ SKUs including private labels.
- Created indoor, outdoor branding and marketing collateral.
- Made animations and video editing for social media.
2008 - 2022 | Creative Group Head
Manhattan Leo Burnett, Karachi, Pakistan
- Cracked campaigns with a team of Graphic Designers
- Participated in D8 Countries Mega Event of Civil Aviation Authority
- Designed social media for Nippon Paint and DHA City Karachi
Adgroup Communication, Karachi, Pakistan
- Created campaigns for Pakistan Navy and Fauji Oil Terminal
- Designed social media stuff for JS Bank and Pak Qatar Bank
- Made packaging for Bayer, Abbot, Sandoz & Wyeth Pharma
Media Links LLC, Dubai, UAE
- Designed Point of Sale collaterals for International Watch Co.
- Worked on few reputable retail and FMCG clients
2001 - 2007 | Creative Manager
Manhattan Leo Burnett, Karachi, Pakistan
Manhattan Leo Burnett, Karachi, Pakistan
- Worked on reputable FMCG and corporate clients
- Designed Official Logo of Pakistan Standards
- Created print material for P&G, Dawn Bread, Philip Morris
1999 - 2001 | Senior Visualizer
Coral Communications, Karachi, Pakistan
Coral Communications, Karachi, Pakistan
- Assisted to the Art Director and fueled up with Concept Visualization
- Created graphical execution of artworks till finalization for the Printing
- Worked on Vita Bread, Holliday Inn, Mazda, International Watch Co
- A team leader that relies on motivation and inspiration
- A productive workhorse, delivering campaigns within deadlines
- A director at heart. Hands on guidance on Still Photo Shoots
- Proficient in all matters related to Printing
- A Visualizer and Graphic Designer
- An Animator & Video Editor
- TV Concept Writer
- A Website Layout Designer
Software Command
- Adobe Photoshop (Expert)
- Adobe Illustrator (Expert)
- Macromedia Freehand (Expert)
- InDesign (Average)
- CorelDraw (Average)
- Adobe Premier (Expert)
- Adobe AfterEffects (Average)
- Macromedia Flash (Average)
- Video Pad (Expert)
- 3D Max (Knowledge)
- Macromedia Dreamweaver (Basic)
- MS Office (Average)
- Inpage Urdu (Average)
Certificates
Diploma in Animation Program
Computa Multimedia Institute (SDC, Karachi)
Diploma in Graphic Design & Interactive
Computa Multimedia Institute (SDC, Karachi)
Diploma in Commercial Art
Brilliant Skills Institute, Karachi
Education
Bachelor's Degree in Science (Physics)
Federal Urdu Science University, Karachi, Pakistan
Clients Worked For
Agriculture
Bayer Crop Science | Jaffer Brothers
Airline & Travel
PIA (Pakistan International Airlines) | Aero Asia
Bank & Insurance
Silkbank | MCB Bank | Allied Bank | JS Bank | PICIC Bank | Dawood Islamic Bank
KASB Funds | NJI Life Insurance | Pak Qatar Takaful
Education
United Medical & Dental College | ICMAP | The Hub School
Entertainment
M&M Drama Production | Fiz Productions
FMCG & Food
Ismail Global Trading (Bisconni, Candyland, Snackcity) | Qarshi Industries
Dawn Food Industries | McDonalds | Vita Bread | P&G (H&S & Purt Plus)
Black Rose
Restaurant
Carlton Hotel, Karachi | Holiday Inn Crown Plaza, Karachi
Government
PIA (Pakistan International Airline) | PSO (Pakistan State Oil)
PCAA (Pakistan Civil Aviation Authority) | KPT (Karachi Port Trust)
SSGC (Sui Southern Gas Company) | FOTCO (Fauji Oil Terminal Co.)
Port Qasim Authority | PSQCA (Pakistan Standard & Quality Authority)
IT & Appliances
Q Mobile | Acer Laptop | Minolta Printers | Samsung Mobiles
Samsung Appliances | Singer Appliances | Pakistan Office Products
Oil & Automobile
DYL (Yamaha Motorcycle) | Sindh Engineering Ltd. (Mazda Trucks)
Paint
Berger Paints Pakistan | Buxly Paints | Nippon Paints
Pharmaceutical
Abbot | Wyeth | Rhone Poulenc | Sandoz | Roche
Real Estate
Creek Marina, Karachi | Ukasha Developers, Karachi | Mall-99, Lahore
Shopping
Chase Stores | Aer Rianta Duty Free Shops
The Center | International Watch Co.
Telecom
Telenor | Callmate Pakistan | MTN Telecom, Afghanistan
Tobacco
Lakson Tobacco (Morven Gold, R&W) | Philip Morris (Marlboro)
Bachelor's Degree in Science (Physics)
Federal Urdu Science University, Karachi, Pakistan
Clients Worked For
Agriculture
Bayer Crop Science | Jaffer Brothers
Airline & Travel
PIA (Pakistan International Airlines) | Aero Asia
Bank & Insurance
Silkbank | MCB Bank | Allied Bank | JS Bank | PICIC Bank | Dawood Islamic Bank
KASB Funds | NJI Life Insurance | Pak Qatar Takaful
Education
United Medical & Dental College | ICMAP | The Hub School
Entertainment
M&M Drama Production | Fiz Productions
FMCG & Food
Ismail Global Trading (Bisconni, Candyland, Snackcity) | Qarshi Industries
Dawn Food Industries | McDonalds | Vita Bread | P&G (H&S & Purt Plus)
Black Rose
Restaurant
Carlton Hotel, Karachi | Holiday Inn Crown Plaza, Karachi
Government
PIA (Pakistan International Airline) | PSO (Pakistan State Oil)
PCAA (Pakistan Civil Aviation Authority) | KPT (Karachi Port Trust)
SSGC (Sui Southern Gas Company) | FOTCO (Fauji Oil Terminal Co.)
Port Qasim Authority | PSQCA (Pakistan Standard & Quality Authority)
IT & Appliances
Q Mobile | Acer Laptop | Minolta Printers | Samsung Mobiles
Samsung Appliances | Singer Appliances | Pakistan Office Products
Oil & Automobile
DYL (Yamaha Motorcycle) | Sindh Engineering Ltd. (Mazda Trucks)
Paint
Berger Paints Pakistan | Buxly Paints | Nippon Paints
Pharmaceutical
Abbot | Wyeth | Rhone Poulenc | Sandoz | Roche
Real Estate
Creek Marina, Karachi | Ukasha Developers, Karachi | Mall-99, Lahore
Shopping
Chase Stores | Aer Rianta Duty Free Shops
The Center | International Watch Co.
Telecom
Telenor | Callmate Pakistan | MTN Telecom, Afghanistan
Tobacco
Lakson Tobacco (Morven Gold, R&W) | Philip Morris (Marlboro)
Working Philosophy
For me, graphic design is not about personal expression and it’s not about scoring high on some standard of aesthetics either but it’s all about solving communication problems keeping in mind the human psychology and their perception. Scoring high on some standard of aesthetics, no matter how prestigious it might be, is a separate issue from how successful a piece of communication is.I never approach graphic design as part art, part communication, but rather as communication through art. Design, for me, transcends image or text alone, carrying a larger capacity to persuade, connect and stimulate.
Being a designer, I consider myself a link between clients and their intended audience. Thus, for me, design starts with curiosity. What is the content and reason of the client’s message? What is the posture of the intended audience? I try to build connection between these two seemingly disparate parties with a design that results in clarity evident to client and audience alike.
Considering each client, target market, and set of challenges are unique, so I create the designs according to their needs. My design takes on a chameleon-like quality, changing skin but never substance as I keep style as a tool of communication.
The Implementation
As a graphic designer, pursuing personal expressions or aesthetic standards is self-serving. There is nothing wrong with serving myself, but in my way it should not be done so at the expense of my client. The core of what I offer as a designer or an art director is problem-solving. When I take brief on a project, I like to ask many abstract questions to explore various dimensions on it because a job that is driven by true need to communicate something is always more interesting and challenging, and therefore rewarding when it is accomplished. And, more importantly, it tangibly contributes to the success of the project.
I aim to extract l the message to its essence, removing any extraneous information that can build a barrier to communication. I enjoy playing through each element - typography, image, color, texture, and style - and and then harmonize them to create an impression greater than the sum of its parts.