I’m a freelance product designer and brand strategist, driven by a passion for creating designs that make a difference. My work in digital product design and brand identity is guided by a commitment to social impact—crafting innovative, inclusive solutions backed by research-driven insights.

With roots in Yemeni, Ethiopian, and Polish cultures, I bring a global perspective to every project, embracing the diversity of today’s interconnected world.
 

A decade ago, I made the leap from studying Psychology to the world of design, driven by a desire to help people in more tangible, creative ways. This journey has taken me through countless opportunities to shape user-centred products, transformative brands, and strategic ideas that empower others to create a better future.
 

As co-founder of Fricanduo, I worked with startups and young businesses to bring ideas to life—collaborating with emerging creative talent from across Africa to foster innovation and growth.
 

Over the years, I’ve had the privilege of working with global organizations like the United Nations, Facebook, Samsung, Google Deepmind and the Raspberry Pi Foundation. These experiences taught me how to design for impact at both local and global scales. I’ve also led workshops and developed courses on design, diversity, and inclusion, sharing my passion for creating solutions that prioritize accessibility and celebrate diversity.
 

Every project I take on reflects my belief that good design has the power to create meaningful change.