Human by Design — Tea Pâtisserie & Flower House 🥐🌸
For the Envato Challenge, I created a romantic French pâtisserie and flower house brand inspired by the dreamy, pastel world of Sofia Coppola’s Marie Antoinette.
Using Envato as my creative toolkit, I developed the full brand experience: logo direction, typography, visual identity, mockups, graphic elements, floral assets, textures, stock imagery, video elements and music. I also used Envato AI to explore and generate the initial visual concepts.
Human by Design moment:
AI helped me generate possibilities, but the first outputs felt too perfect and lacked warmth. I made the creative decision to refine them by layering textures, adjusting compositions, selecting the right details and introducing imperfections to create a more tactile, handcrafted feeling.
The final result is not just AI-generated imagery — it is a brand shaped through human taste, intuition and design choices.
AI helped me generate possibilities.
Human judgment turned them into a brand.
Created with Envato Elements + AI
Envato Elements used:
Fonts | Graphics | Floral Assets | Textures | Mockups | Photos | Video Templates | Stock Video | Music
#envatochallenge #HumanByDesign #Envato
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Human by Design — Final Update
A final update on my Envato Challenge submission: a new video for my Tea Pâtisserie & Flower House brand, and the two "Human by Design" moments behind it.
Texture & warmth: (AI-generated face on the left, my edit on the right) The AI output was clean — too clean. Too smooth, too "perfect," missing the warmth I wanted for a romantic, handcrafted brand. So I stepped in: warmer lighting, added texture and grain, turning a polished AI output into something tactile and human-made.
The eyes don't lie: (two robotic AI takes vs. the final expression) For this new video, character consistency was flawless — but the gaze wasn't. Every take had that flat, robotic stare no amount of polish can fix. I kept rewriting the prompt, take after take, trying to guide the AI toward an expression that felt alive rather than rendered — until I got one where the gaze finally felt real.
AI can nail the character. It takes a human eye to know when it's not looking back.
Want to see the full project? Head to my profile — you'll find the complete brand identity video (logo, full brand explanation) and the behind-the-scenes video too.
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Atlas of Forgotten Queens
Six queens. Six worlds. Countless untold stories.
History remembers kings. It often forgets queens.
The idea | Atlas of Forgotten Queens is an interactive visual-storytelling project that reimagines six historical women rulers — Zenobia, Nefertiti, Dihya, Tamara, Roxelana, and Artemisia I — through a symbolic, narrative-driven lens. Rooted in historical research across different cultures and eras, it focuses on influential women whose stories have been overlooked in traditional history.
The approach | Rather than presenting history as a fixed reconstruction, the project translates it into a layered visual language where meaning is suggested through imagery, atmosphere, and symbolism. It is at once an archive and a reinterpretation — each queen sits between documentation and imagination, a shifting image shaped by symbols, suggestion, and a subtle sense of myth.
The craft | Each queen is built as a digital collage combining photography, original illustration, and AI-generated imagery, fused into a single portrait that reads as historical identity reinterpreted, never literal reconstruction. Each queen's name is written in her own historical script — Egyptian hieroglyphs for Nefertiti, Tifinagh for Dihya, alongside Arabic, Georgian, and Greek — so that each ruler is named in her own writing, not only in ours.
The process and tools | The project was designed, prototyped, and built in Figma Make, used both through its AI-driven generation and its code editor for precise refinement — Figma Make is the spine that turns the concept into a living, interactive site. Around it sits a wider creative pipeline: Photoshop and Illustrator for visual development and the gold-line maps; Midjourney for image generation; Gemini to compose the original score "The Last Prayer of the Sultan"; and Claude to develop and structure the narrative. The result is a genuine multi-tool, AI-and-manual workflow, with Figma Make at its center.
The experience | The site unfolds like a museum. A soft, slowly drifting haze with floating, parallax collage elements gives way to a gallery of circular portraits; each queen's page reveals her in colour and invites the visitor to read symbolic hotspots placed directly on the artwork. The Geography of Silence gathers all six rulers onto a single map — where they ruled, and where memory let them fade. The Language of Emblems is the project's lexicon, collecting the recurring symbols — the hawk, the fox, the colour red — and reading them in their universal meaning: a key to the clues marked on each portrait. The journey closes with The Unwritten, where the names of other forgotten queens — Sheba, Amanirenas, Nzinga, Boudica, and more — surface and fade around a final illustration: an unfinished, ever-expanding tribute to the countless women still waiting to be remembered. The experience is fully responsive across desktop and mobile: on smaller screens it is rethought for touch rather than scaled down, with a collapsible menu, a pinch-to-zoom map, and enlarged tap targets.
If you've read all the way to here — thank you for your interest! 😊
Figma Site | https://atlasqueens.figma.site/
(https://atlasqueens.figma.site/)Share | https://www.figma.com/make/uXm8S9lkymkTd8URAjmj6C/ATLAS-OF-FORGOTTEN-QUEENS?p=f&t=twAEHRsb3gv3aWaI-0
Community | https://www.figma.com/community/file/1646095544450556274
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Educational Visual Identity & Storytelling System for “Discover Petra with Ahmad”
Project Overview
Educational and cultural storytelling system developed for “Discover Petra with Ahmad”, a bilingual learning experience designed to make the heritage of Petra accessible to younger audiences through narrative, illustration, and interactive formats.
The project combines cultural strategy, educational design, and visual storytelling to translate complex heritage content into an engaging and intuitive learning experience. It was developed in close collaboration with a non-profit organization operating within a UNESCO context.
Scope
Creative Direction · Cultural Strategy · Narrative Design · Art Direction · Character Design · Educational Book Design (Arabic/English) · Museum & Educational Collateral · Interactive Learning Experience
Client SELA (Jordan)
Sela is a non-profit organization founded in 2015 by members of local communities living around the UNESCO World Heritage site of Petra. Its mission is to actively involve Jordanian communities in the protection, interpretation, and sustainable preservation of their cultural heritage.
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Italy–Jordan 75 Years · Italian Embassy Amman
Complete visual identity for the 75th anniversary of diplomatic relations between Italy and Jordan, commissioned directly by the Italian Embassy in Amman. Scope: custom logo design, bilingual brand guidelines (Italian/Arabic), exhibition design at the Jordan National Gallery of Fine Arts, and full collateral — rollup banners, billboard posters, official invitation, and brochure. A diplomatic identity built to carry institutional weight across two countries, two scripts, and three languages.
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Linea Calì Calendar 2023
13 collage illustrations for the annual calendar of Linea Calì, an Italian manufacturer of architectural hardware. Each piece explores the cultural, historical, and symbolic identity of a country where the brand is present — with the handle always at the centre: not decoration, but threshold. Deep iconographic research, layered digital collage, and a consistent visual language across the entire series.
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