I'm Yusuf Mutasim, a creative director from Cairo. I build brands from the first idea to the last detail: identities, campaigns and AI-powered visuals that people remember.
I love bold type, strong colour and Arabic letterforms, and I use AI production to take ideas further and faster without losing the craft.
I've worked with fashion labels, startups and retailers across Egypt and the Gulf, and every project starts with one question: how should people feel about this brand?
“Yusuf gave us an identity that finally looks like the coffee we roast. Sales of our retail bags doubled in the first quarter.”
“Fast, calm and incredibly precise. The posters sold out before the festival did.”
“He thinks about the shelf, the shipping box and the Instagram post at the same time. Rare.”
“Our team still uses the templates every single week. Worth every pound.”