hi, bonjour, marhaba — i'm rouba
I'm a strategic visual communicator and creative problem-solver with professional experience across the US, Europe, and the Middle East. I lead cross-functional projects from discovery through delivery to produce cohesive, high-quality outcomes. I work across design, photography and project management — three crafts, each practiced to a professional standard, and each sharper for the others.
I've lived and worked across three continents, and I've built real fluency in three crafts — design, photography and project management. Each one stands on its own; they also happen to make each other better.
Research, wireframing, prototyping, identity systems, packaging, editorial layout and campaign creative — from real human needs to final pixels across every touchpoint.
Each project below shows one or more of the three disciplines at work. Click any case to open the full details — and hold the X-Ray button on a card to reveal the underlying system behind the result.
A new feature for the music streaming platform and app, Anghami — researched, prototyped and shipped end-to-end.
A new mobile app for the bespoke travel agency, Escape Travel Expert — pairing itinerary planning with a designed brand system.
A responsive website and a rebrand for the fashion brand, Mirror — art direction, identity and a storefront that sells.
A responsive website for a small family-owned culinary business, Mezze — warm, tactile and built to convert.
Editorial design — typography, grid systems and image pairing composed into readable, considered print pieces. From multi-page pamphlets to feature spreads, every layout is built around hierarchy, rhythm and the story the page is telling.
A university branding project — Percello, a matchmaker airline with the tagline “matches made in heaven.” The system spans stationery, a brand standards manual, an ad series and packaging for the lounge's speed-dating coffee cups.
Weddings, events, street, travel, wildlife and the built environment — a documentary eye across people, nature and urban life.
A fun project that started in 2020 and turned into an ongoing travel activity — meet Pedro & his friends.
Every role fed the same practice — research, design, coordination and delivery, compounding into one integrated method. PMP · CSM certified.
Spearheading a major website redesign, coordinating across UX, content, development, and leadership to align vision, scope, and delivery milestones. Coordinating with platform vendors, overseeing briefs, timelines and quality of deliverables across multiple concurrent engagements. Driving digital product launches by establishing project frameworks and keeping cross-functional teams aligned from concept to go-live.
Two years of progressive growth across operations, coordination and product — collaborating with Product Managers, Developers, QA Engineers and Designers to design and deliver a seamless Product Development lifecycle, and crafting sprint activities and rituals for the new Product team.
Collaborated with Product Managers, Developers, QA Engineers and Designers to design and deliver a seamless Product Development lifecycle. Crafted design sprint activities and rituals for the new Product team, strengthening engagement and creating efficient processes for distributed teams.
Partnered with the VP of Client Solutions to drive initiatives that enhanced product development and software delivery operations. Spearheaded precedent-setting initiatives for the 60+ person distributed Client Solutions team during the move to fully remote work.
Actively influenced the development of 4 high-impact COVID-19 projects, from requirements gathering through development, testing, training and launch within tight timelines. Collaborated with stakeholders to translate client and user needs into product requirements, use cases, and user stories.
Liaised with clients to discuss itineraries and budgets. Researched destinations, coordinated with international agents, and designed deliverables. Planned and curated social media content — helping grow the client base by 3× over two years.
Facilitated over 15 nine-day Design Thinking sessions with a student completion rate of over 90%. Guided students through research, ideation, prototyping and testing, equipping them to pitch projects to a UNICEF jury for seed funding.
Created packaging, menu design and promotional materials for a food brand — crafting appetizing layouts and a consistent visual identity across product, print and social.
Produced brand and marketing creative for gaming promotions — display ads, landing visuals and social campaigns built to perform across fast-paced, high-volume digital channels.
Designed print and digital collateral supporting conservation campaigns — from reports and infographics to social assets — translating environmental messaging into clear, compelling visual systems.
Each discipline stands on its own. Select whatever fits your project and the scope builds itself.
Working across 2 disciplines with one practitioner means less back-and-forth than coordinating separate vendors.
Get in touch, tell me about your project, and let's make it happen!
