Approached by a passionate entrepreneur with a simple idea - change how night-life experiences in the UAE is discovered a shared. This simple idea grew in to a brand and digital development project that led to the creation of premidnight.net. From the seed planted, I helped create the brand name 'pm', development the visual identity system, visual language, craft the products MVP and USP for launch, develop the digital experience, design the user interface and project management the digital development of the launch spec platform. Still a work in progress, pm is developing in to a distinct brand that has story telling at its core and aims to humanize the illusions of grandeur that embody the night-life scene in the UAE and world at large.