Hicham El Yagoubi

Art Director - Brand Designer

Art director & brand designer from Morocco based in Dubai, working across brand and campaign. My work is a dialogue between order and chaos. With 10+ years of experience leading brand identity, creative direction, and 360° design projects across the UAE, KSA, and international markets. I help brands translate strategy into clear, distinctive visual systems from identity creation to campaigns, packaging, and multi-platform execution.

I have worked across agency and in-house environments, collaborating closely with marketing, product, and leadership teams to deliver work that is both creatively strong and commercially effective. Over the years, I have had the privilege of collaborating with a wide range of clients, from startups and small businesses to established brands. Each partnership is an opportunity to bring a unique vision to life, solve complex challenges, and deliver digital experiences that make a lasting impact.

  • Brand Designer — Oui
    Sep 2024 - Present. Dubai, UAE

    Lead art direction and brand identity projects across F&B, retail, and corporate sectors, defining visual direction, brand systems, and creative concepts from strategy through execution. Collaborate closely with cross-functional teams, stakeholders, and production partners while ensuring brand consistency across digital, print, packaging, and environmental applications. Oversee quality, timelines, and creative standards to deliver cohesive and impactful brand experiences across every touchpoint.

    Art Director — Alsayegh
    Sep 2024 - Present. Dubai, UAE

    Lead art direction and brand identity projects across F&B, retail, and corporate sectors, defining visual direction, brand systems, and creative concepts from strategy through execution. Collaborate closely with cross-functional teams, stakeholders, and production partners while ensuring brand consistency across digital, print, packaging, and environmental applications. Oversee quality, timelines, and creative standards to deliver cohesive and impactful brand experiences across every touchpoint.

    Brand Designer — Formulate
    Mar 2024 - Aug 2024. Dubai, UAE

    Worked directly with founders and key decision makers to translate business vision into strategic brand positioning and cohesive visual identity systems. Designed logos, packaging, and comprehensive brand guidelines while developing flexible brand assets built for growth and scalability. Managed projects independently from initial briefing through to final delivery, ensuring high-quality outcomes that aligned with both business objectives and brand ambitions.

    Brand Designer — Zebra Global
    Aug 2022 - Feb 2024. Dubai, UAE

    Designed visual identity systems and brand assets that strengthened brand recognition and communication across multiple touchpoints. Developed packaging solutions tailored to target audiences while contributing to concept development and creative strategy. Supported the successful rollout of brands across print and digital channels, ensuring consistency, clarity, and a cohesive brand experience.

    Senior Designer — YAP
    Jan 2021 - Present. Dubai, UAE

    Supported the development of a digital first brand system, creating marketing collateral and interface visuals that strengthened brand presence across multiple channels. Ensured consistency across both digital and physical brand assets while collaborating closely with product, marketing, and technology teams to deliver cohesive and user-centered brand experiences.

    Marketing Designer — Whissle
    May 2018 - Jan 2021. Dubai, UAE

    Graphic Designer — Brand Creative
    Apr 2012 - Apr 2018 — Dubai, UAE

    Graphic Designer — Evo Com
    Jun 2011 - Mar 2012. Tanger, Morocco

    Packaging Designer — Pharmasoft
    Jun 2011 - Mar 2012. Fes, Morocco

    Junior Graphic Designer — Antcom
    Jun 2011 -  Mar 2012. Fes, Morocco

    Fashion Designer — Faricof
    Jun 2011 - Mar 2012. Sefrou, Morocco

  • Brand Identity
    Crafting unique personas that resonate and inspire.

    Packaging Design
    Transforming products into visual experiences that captivate.

    Corporate Identity
    Building cohesive and memorable business impressions.


    Social Media
    Designing dynamic visuals that engage and connect communities.


    Typography
    Shaping voices with artful, expressive letterforms.

    Brand Guidelines
    Establishing clear, consistent frameworks for lasting impact.


    Infographic
    Visual storytelling that simplifies complexity into clarity.


    Wayfinding
    Guiding journeys with intuitive and elegant design solutions.


    Digital & Print
    Blending innovation and tradition to bring ideas to life across media.


    Exhibitions
    Designing immersive environments that engage and inspire audiences.

  • What began as a passion project has evolved into something more. We’re proud of where we’ve been and even more excited for what’s ahead. What sets us apart isn’t just our process—it’s the intention behind it. We take time to understand, explore, and create with purpose at every turn.