I am a cultural architect with a purpose to make the world a better place. 

I am the co-founder of KAFLAB, a timely platform to experiment with 'Arab' identity through the lens of artistic expression, discourse and storytelling. I have also done extensive research and work on identity and design, more closely about deconstructing the Kafiye (Keffiyeh), uncovering a powerful Arab icon that led me to curate Beyond the Cloth: The Kafiye Project exhibtion in NYC and eventually led my work on the subject to be part of the Items: Is Fashion Modern? conference and exhibition at the Museum of Modern Art in NYC curated by Paola Antonelli. 

I am the co-founder and head of Design and Flow, a strategic design collective that facilitates actionable change by identifying relationships and highlighting opportunities in order to design behavior that encourages positive social impact and shared responsability.  

I am also a professor at the School of Design Strategies in Parsons, New York.

My work can be broad and versatile but these are the services I cover are:

Curatorial: I curate art and design exhibitions. My work has been featured at SVA, Wanted Design, NYC x Design, Whitebox Art Center and the Lebanese Consulate of NY. I have been nomited for an emerging curatoriak awared and won honorable mention in curation for my work at. 

Writing: I write about design, culture and impact. I am also currently working on the Kafiye book. I have been published in Print Magazine, Design Indaba, Metropolis, AIGA, Design Observer, Fruit of the Forest Magazine and Hiatus II. 

Teaching: I am currently a part-time professor at Parsons School of Design in NYC at the School of Design Strategies. I used to previously teach at the American University of Dubai. I also travel to lead workshops all over the world, including at SVA, AIGA, AUB, Dar El Hekma, Beirut Design Week, NYC x Design Week, SXSW. 

Strategy & Reserach: I am a design and brand strategist and have worked with designers, for-profit and non-profit companies, brands and NGOs for over 18 years. Clients and collaborators include: P&G, Audi, Visa, Intel, The One, RedBull, Tarek Atrissi Design, ReMark, LetterNoon, Wolf Ollin, arabictypography.com, Mathaf Museum of Contemporary Art, Olive Tree productions, Kettle Falafel, Choux A LA Creme, Dar El HEkma Design School, Maylo Restaurant, Balade Your Way.

Advocacy: My work is focused on social and environmental issues. I am a strong advocate for women empowerment and freedom in all its forms and manifestations. I stand for issues in both my personal and professional work that have affected me especially with my backstory.



















What I Do