Mo Saad
Head of Design / Creative Director / Brand Consultant
Dubai, United Arab Emirates
+971585848190
be.net/mosaad
With nearly two decades of experience, I am an award-winning branding expert and design professional passionate about creating design-driven solutions that inspire exceptional human experiences. Currently based in Dubai, I lead the Design & Creative Impact team at Brand Lounge, a strategy-led brand consultancy. Previously, as the Regional Creative Director at Landor & FITCH in Singapore, I directed the creative vision for a diverse P&G product portfolio across Southeast Asia and Japan, along with corporate identity projects in Vietnam, Thailand, Pakistan, and Indonesia.
My career started in New York City, working with renowned creative agencies and assisting clients like Novartis, Merck, Genentech, NIVEA, and Air Canada in developing brand strategies and visual identities. I also managed high-profile corporate identity projects in the Middle East, including leading the Brand Guardianship team for Saudi Telecom's (STC) brand refresh in Riyadh. Shifting focus to Dubai's thriving Hospitality, F&B, and Entertainment sectors, I expanded my client base to include prominent names such as Emaar Hospitality, Rove Hotels, VIDA Hotels & Resorts, Meraas, DP World, Dubai Opera, and The Tourism Department of Ajman.
As a thought leader, I founded and served as President of AIGA Middle East and contributed to the widely recognized "Brand Bible: The Complete Guide to Building, Designing and Sustaining Brands." Additionally, I have participated in panel discussions on design in the Middle East and conducted a workshop on logo design as part of the Expo 2020 Logo Design Competition.
I hold a Masters degree in "Branding" from the prestigious School of Visual Arts in NYC, and also attended the Art Institute of California.
My career started in New York City, working with renowned creative agencies and assisting clients like Novartis, Merck, Genentech, NIVEA, and Air Canada in developing brand strategies and visual identities. I also managed high-profile corporate identity projects in the Middle East, including leading the Brand Guardianship team for Saudi Telecom's (STC) brand refresh in Riyadh. Shifting focus to Dubai's thriving Hospitality, F&B, and Entertainment sectors, I expanded my client base to include prominent names such as Emaar Hospitality, Rove Hotels, VIDA Hotels & Resorts, Meraas, DP World, Dubai Opera, and The Tourism Department of Ajman.
As a thought leader, I founded and served as President of AIGA Middle East and contributed to the widely recognized "Brand Bible: The Complete Guide to Building, Designing and Sustaining Brands." Additionally, I have participated in panel discussions on design in the Middle East and conducted a workshop on logo design as part of the Expo 2020 Logo Design Competition.
I hold a Masters degree in "Branding" from the prestigious School of Visual Arts in NYC, and also attended the Art Institute of California.
Work Experience
Landor Associates
Creative Director
Acting as a regional Creative Director at Landor’s Singapore studio, I led a team of ten designers and production specialists and managed the agency’s creative output across Southeast Asia. I worked closely with a highly-skilled design team to motivate and inspire big ideas that allowed us to create impactful and results-driven work for our clients across consumer packaged goods (FMCG) and corporate B2B/B2C. I also partnered with the strategy team to ideate and present clients with new and innovative ways to expand beyond their brands’ traditional touchpoints.
As a key contributor to growth, I worked closely with the New Business Development team to ideate and pitch for new opportunities and help develop and execute key marketing strategies for better visibility.
Some other key functions include:
• Resourcing and project management
• Finance, revenue and budgeting alignments
• Engagement in stakeholder interviews and workshops
My client roster ranged across a variety of industries from Banking to Transport and Aviation, to Real-estate Development and Fashion Retail, spanning locations in Vietnam, Thailand, Indonesia, Korea, China, and Japan.
As a key contributor to growth, I worked closely with the New Business Development team to ideate and pitch for new opportunities and help develop and execute key marketing strategies for better visibility.
Some other key functions include:
• Resourcing and project management
• Finance, revenue and budgeting alignments
• Engagement in stakeholder interviews and workshops
My client roster ranged across a variety of industries from Banking to Transport and Aviation, to Real-estate Development and Fashion Retail, spanning locations in Vietnam, Thailand, Indonesia, Korea, China, and Japan.
July 2019
- June 2020
Singapore
Joie Brands
Creative Director, Branding
As Creative Director at Joie Brands, I managed the creative output of the agency and implemented design and brand strategies to help drive results for our clients. As part of senior leadership, I was heavily involved in defining internal processes and in setting and delivering on growth strategies and identifying new business opportunities within the UAE and regionally. I successfully helped grow the business from 3 to 10 employees over three years by redefining the agency’s purpose and by motivating employees and clients alike to engage with our “Humanising Brands™” philosophy.
Due to the boutique nature of the agency, I also acted as de facto brand strategist whereby I led:
• Brand Strategy Research and Development (Positioning, Purposes, Personality, Mission and Vision)
• Brand Architecture and Nomenclature Workshops & Exercises
• Verbal Identity Development and Workshops
• Brand Induction Workshops
During this time, my client roster was heavily focused on the Hospitality, F&B and Entertainment sectors and included the likes of Emaar Hospitality, Meraas, Rove Hotels, Vida Hotels and Resorts, dnata, Dubai Opera, Shaza Hotels, The Camel Soap Factory, Matic, Terrazzo, Flying Cup, The Arbor School, and Coppasta.
Due to the boutique nature of the agency, I also acted as de facto brand strategist whereby I led:
• Brand Strategy Research and Development (Positioning, Purposes, Personality, Mission and Vision)
• Brand Architecture and Nomenclature Workshops & Exercises
• Verbal Identity Development and Workshops
• Brand Induction Workshops
During this time, my client roster was heavily focused on the Hospitality, F&B and Entertainment sectors and included the likes of Emaar Hospitality, Meraas, Rove Hotels, Vida Hotels and Resorts, dnata, Dubai Opera, Shaza Hotels, The Camel Soap Factory, Matic, Terrazzo, Flying Cup, The Arbor School, and Coppasta.
March 2016
- April 2019
United Arab Emirates
Fitch
Freelance Design Director
Conceptualization, development and implementation of 5* Luxury Hotel brand for Dubai and India
January 2016
- Present
United Arab Emirates
Brand Union
Freelance Design Director
Brand refresh and development of brand guidelines, applications and activations for high-profile UAE-based leading global marine logistics brand
November 2015
- January 2016
United Arab Emirates
Lambie-Nairn
Design Director
As lead Design Director at Lambie-Nairn’s Saudi Arabia office, I was tasked to manage and lead the on-ground design team and the implementation of Saudi Telecom's (STC) ‘Brand Refresh’. During my time in Riyadh, I worked closely with our extended global design team in Madrid and London to develop and deliver new brand assets for STC. I established close relationships with the STC marketing team and delivered daily updates to the Head of Marketing and Brand. I was additionally responsible for leading brand inductions and workshops with internal stakeholders, external suppliers and agencies on how to use the refreshed brand assets and guidelines.
In addition, I also led the Brand Guardianship team, working closely with external agencies (JWT, Y&R) on assessing the new brand implementation and guarding the STC brand through education, monitoring and assessment of all brand communications and induction workshops.
In addition, I also led the Brand Guardianship team, working closely with external agencies (JWT, Y&R) on assessing the new brand implementation and guarding the STC brand through education, monitoring and assessment of all brand communications and induction workshops.
October 2014
- Present
Saudi Arabia
CDMi Connect
Art Supervisor
At Patients & Purpose (previously CDMi Connect), I was focused on the healthcare sector working closely with clients across the pharmaceutical industry to develop and deliver strategies and creative concepts to help grow their product portfolios.
I grew from a Senior Art Director to an Art Supervisor in the span of 2 years and worked closely with copywriting partners and account executives to deliver full-fledged campaigns for our clients. I was lead art director on two Genentech brands and briefly worked on Bayer medical devices.
I grew from a Senior Art Director to an Art Supervisor in the span of 2 years and worked closely with copywriting partners and account executives to deliver full-fledged campaigns for our clients. I was lead art director on two Genentech brands and briefly worked on Bayer medical devices.
July 2012
- August 2014
New York, United States
FCB Health
Design Director | Branding
During my time at Draft FCB, I worked with the "Branding" department to help design and build brand and creative strategies for brands within multiple sectors. I worked with a team of 6 designers on workshopping brand personalities and verbal identities as well as in assisting with new business pitches.
Clients Include: NABISCO, Air Canada, Nestle, SeaWorld Parks & Entertainment, Merck, Vivus
Clients Include: NABISCO, Air Canada, Nestle, SeaWorld Parks & Entertainment, Merck, Vivus
December 2011
- June 2012
New York, United States
Flashpoint Medica
Senior Art Director
As a Senior Art Director at Flashpoint, I was the lead creative on the Genentech BioOncology business, managing the day-to-day needs for Herceptin, a treatment therapy for Breast and Gastric cancers.
I also managed and delegated to freelance and junior designers and worked closely with my copywriting partner to develop concepts and campaigns for our clients and for new business pitches.
I also managed and delegated to freelance and junior designers and worked closely with my copywriting partner to develop concepts and campaigns for our clients and for new business pitches.
January 2010
- February 2011
New York, United States
AgencyRx
Senior Art Director
I started at AgencyRx as a Junior Art Director and grew into a role of a Senior within my first year. I was then handed the the responsibility of launching two brands, FANAPT, an innovative drug for adults with schizophrenia and GLIVEC, a targeted cancer therapy for intestinal tumours. I was responsible for art direction, design and execution of tactical pieces, both direct-to-physician and internal training pieces for medical reps. I was involved in video and photography shoots as well.
November 2007
- January 2010
New York, New York, United States
Education
School Of Visual Arts (SVA)
Masters of Professional Studies (MPS), Branding
The Masters of Professional Studies in Branding is an accelerated one-year graduate degree that offered a challenging multidisciplinary experience of in-class lectures, real-world client projects and unique and progressive workshops, examination of classic business school case studies, individual one-on-one professional mentorship, and group and personal projects. It is led by some of the most accomplished brand experts in the industry and caters to a very select group of students.
During the program, we explored the role of brand strategy and its significance in business, behaviour, marketing and culture. I developed an understanding of go-to-market research techniques, brand development life cycles, semiotics and visual communication, B2B and B2C frameworks, history, cultural anthropology, trend forecasting, economics, statistics, behavioral psychology, persuasion, brand management and design.
During the program, we explored the role of brand strategy and its significance in business, behaviour, marketing and culture. I developed an understanding of go-to-market research techniques, brand development life cycles, semiotics and visual communication, B2B and B2C frameworks, history, cultural anthropology, trend forecasting, economics, statistics, behavioral psychology, persuasion, brand management and design.
September 2010
- July 2011
New York, United States
The Art Institute Of California - San Diego
BS, Graphic Design
2003
- 2006
San Diego, California, United States
Languages
English (Native),
French (Conversational),
Arabic (Native),
Awards
FUSE University
Winner of FUSE University Identity Design Competition
201103
Contributing Writer
"Brand Bible: The Complete Guide to Building, Designing and Sustaining Brands" by Debbie Millman
2011
Achievement In Audio/Visual
National Student Advertising Competition (AAF)
2006
First Place / Brand Identity
Annual AIGA San Diego Student Portfolio Review
2006
Best Graduating Portfolio
The Art Institute of California / Graduate Portfolio Show
2006
Award For Student Leadership
Presented by the Art Institute of California
2006
Short Film Student Choice Award
Presented by the UNESCO short film entry into “Lebanon: Of Heritage and Man”, a yearly short film student competition
2003
Community Service Award
Presented by International College for exceptional involvement in community service
2003
IC Spirit Award
Awarded by the Parents' Committee of International College for tolerance and understanding of differences, support of peers, involvement in student life and respect of school and community
2002
Skills
Art Direction,
Brand Strategy,
Branding,
Creative Direction,
Design Direction,
Design Management,
Interactive Art Direction,
Visual Identity Design,