Brand Strategy Projects in DubaiBrand Strategy Projects in Dubai
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Cover image for DWELL — A Coffee Brand,
DWELL — A Coffee Brand, Human by Design DWELL is a fictional specialty coffee brand I built from scratch in one weekend, using Envato as my entire toolkit: logo, packaging, signage, sound, and a promo reel. My "Human by Design" moment: I started in Envato's AI video generator asking for a cozy café, and it gave me something technically fine but completely soulless, a generic bar with no point of view. So I rejected it and made the call to build the reel from real Envato stock footage instead. The same judgment shaped everything: I pushed the logo past a generic coffee-cup icon into an arch with a coffee branch that actually means something, and matched every logo colour to its surface for contrast. Tools used, all Envato: AI Video Generator, Image Generator, Mockup tool, Envato Music, Sound Generator, and stock footage, finished in Canva and CapCut. AI got me 80% of the way there, fast. The last 20% knowing what to reject, when to change course, and what actually had soul, was human. That's DWELL.
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Cover image for Brand Storytelling | Founder Story
Brand Storytelling | Founder Story & About Us A brand storytelling project created to show how a founder’s background, purpose and business vision can be shaped into clear, polished and distinctive website copy. The objective was to move away from generic beauty and wellness language and create messaging that feels human, credible and commercially strong. My role: Brand voice • Founder narrative • About Us copy • Messaging hierarchy • Editing • Positioning Deliverables: Founder story • About Us page • Short brand bio • Brand positioning statement • Key messaging Approach: I focus on identifying what is genuinely distinctive about the founder and business, then translating that into concise copy that sounds natural rather than overly corporate or AI-generated. Writing philosophy: Clear over complicated. Human over corporate. Distinctive without trying too hard.
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