Finding the visual language: mood, colour, composition and a clear focal point.
Photo manipulation
Bringing photography, products and environments together through light, perspective and detail.
Key visuals
Giving a campaign idea one memorable image, with the product and message at its centre.
Campaign design
Carrying a visual idea across different formats while keeping its character consistent.
AI-assisted visual creation
I use AI tools as part of my creative process to explore ideas and develop visual elements, then shape the final image through art direction, compositing and retouching.
Social content
Adapting the story into focused, expressive visuals for the feed.
Food and snack communication for Bayara’s UAE account, spanning organic ingredients, grilling and everyday snacking.
Visual idea
Make the ingredient part of the scene. Floating spices, oversized nuts and fresh garnishes give each product its own sensory world.
Execution
Warm light and natural surfaces frame the organic range. Fire-red colour and airborne ingredients change the mood for barbecue. Social executions retain bold product placement and concise headlines.
02 / Logistics
EMX
Market
United Arab Emirates
Distance, connected.
Selected EMX campaigns spanning fulfilment, freight and specialist perfume delivery. Parcels, people and products connect the service to a clear visual story, within a consistent blue brand world.
01 / WAREHOUSING & FULFILMENT
From the warehouse to everyday life.
Two environments meet in one continuous scene. The parcel and its handler connect the scale of the operation with the ease of the customer experience.
02 / FREIGHT & DELIVERY
Give logistics a visible story.
Scale, perspective and the blue brand world turn delivery services into bold campaign images.
03 / PERFUME CAMPAIGN
Special care, made visible.
The packaging becomes a stage for the product. Glass, cushioning and carefully handled parcels communicate the attention a fragrance needs, across a series of distinct carousels.
Specialist perfume handling03 frames
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Regional perfume shipping03 frames
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03 / CASE STUDY
NXN
Market
United Arab Emirates
Connection, across the distance.
Context
Shipping and courier communication for NXN’s UAE account, connecting personal deliveries with the needs of online businesses.
Visual idea
Three campaigns, each with a different starting point: the emotion of sending home, connecting an online store, and the flexibility of choosing a courier.
Execution
Merged locations turn a parcel into a bridge between people. Translucent storefronts give digital integration a tangible form. A shared blue surface brings multiple courier brands into one connected world.
01 / NXN — AWARENESS CAMPAIGN
Sending home.
Two places become one shared moment. Landmarks, light and architecture meet around a parcel handover, making distance feel smaller. The same idea carries into celebrations: a delivery becomes a way of keeping traditions close.
02 / NXN × WASLAH
From your store to their door.
A storefront grows from a parcel into a connected digital world. Translucent interfaces make the service feel approachable, while the flower-filled setting connects business growth with the possibilities of a new beginning.
Store integration carousel03 frames
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03 / WASLAH — SWITCH COURIERS
More choice. One platform.
Different courier boxes share one continuous blue surface, with the products they might carry. One visual space holds many delivery options, expressing the freedom to switch couriers without breaking the flow of the business.
04 / Automotive
EXEED
Adventure with composure.
The driver’s calm presence sets the tone before the vehicle enters the story. Restrained colour, open landscapes and generous space give exploration a composed, premium character.
05 / Government & environment
MOCCAE
Market
United Arab Emirates
My role
Campaign visual design
A visual voice for the environment.
Selected campaigns for the UAE Ministry of Climate Change & Environment. From nature and public awareness to national and international events, each series gives its subject a distinct visual expression within the ministry’s identity.
01 / NIKON CREATORS
A closer look at the natural world.
Wildlife photography becomes the starting point for an invitation to explore. The campaign brings the Nikon identity into a visual language shaped around nature, creators and discovery.
Nikon campaign04 frames
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02 / EACE 2026
Growing the conversation.
A warm, light visual system for the Emirates Agriculture Conference & Exhibition. Documentary images and a recurring leaf pattern connect the people, products and partnerships behind agriculture.
Agriculture conference campaign06 frames
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03 / IUCN CONGRESS
A shared future, in focus.
Bilingual event covers balance formal photography with clear editorial hierarchy. Deep blue overlays create a consistent space for the message.
04 / CONSERVATION
Make nature the main character.
Species, habitats and livelihoods take centre stage. Each composition gives the subject room to tell the story, with typography integrated into the environment.
Biodiversity & international agreements03 frames
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Reef heron carousel06 frames
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05 / ENVIRONMENTAL AWARENESS
Complex topics. Clear visual stories.
Distinct carousel systems turn agricultural and environmental information into a sequence of focused, readable frames.
Crop rotation carousel04 frames
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Clean energy carousel04 frames
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06 / EXTENDED PRODUCER RESPONSIBILITY
One continuous conversation.
Three connected posts move from the question, to the idea, to its importance. Shared curves and a cream-to-teal palette carry the eye across the complete grid.
06 / CASE STUDY
28th Universal Postal Congress
Market
United Arab Emirates
My role
Graphic designer · Creative team
Part of a global moment.
Context
The 28th Universal Postal Congress brought an international community together in Dubai in 2025. I was there as part of the creative team.
On site
The agency’s media coverage supported a global gathering focused on the future of the postal sector. Being on site brought the work into a live, international environment.
My contribution
I was part of the creative team in Dubai as a graphic designer. These photographs capture moments from the event and the venue.
28th Universal Postal Congress · Dubai, UAE · 2025Inside the Congress hall
A ceremonial moment at the Congress · Dubai 2025UAE Office signage at the Congress venueFrom the audience to the main stage · Dubai 2025
Moments from the day
07 / Sports & editorial design
Emirates Racing Authority
Market
United Arab Emirates
My role
Campaign visual design
Frame the achievement.
Selected racing communication for ERA. Bilingual typography, race photography and considered layouts give each result a clear, recognisable presentation.
01 / RACING HIGHLIGHTS
The moment belongs to the winner.
Race photography, refined type and translucent panels frame the result. Each series has its own mood while retaining a consistent place for the horse, owner and race information.
Goodwood winners03 frames
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Winners series03 frames
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08 / Social impact
UAE Food Bank
Market
United Arab Emirates
My role
Campaign visual design
Turn purpose into participation.
A series of visual messages around food, impact and participation. The brand’s green and orange palette connects statistics, natural imagery and a direct donation message.
01 / IMPACT & PARTICIPATION
A simple image. A shared purpose.
Generous typography makes the milestone visible. A single ear of wheat gives the goals a focal point, while the orange brand shape connects the donation message to everyday action.
09 / CASE STUDY
EGBANK
Market
Egypt
My role
Concept development · Campaign visual design
Everyday friction. A new way forward.
Context
Drive Now is an EGBANK car-loan campaign built around familiar transport frustrations in Egypt. The work also includes a separate campaign for Freely, EGBANK’s offering for freelancers.
Visual idea
“متركبش الصعب، اركب عربية” turns a practical banking offer into a human story. Metro and Late Night Ride explore two everyday journeys through relatable, short-form films.
My contribution
I developed the concepts for the Metro and Late Night Ride films and worked on the campaign visuals. The work brings narrative situations, expressive imagery and EGBANK’s turquoise identity into one campaign.
01 / EGBANK — DRIVE NOW
The ride you wish you could skip.
Car-loan campaign / Film concepts & campaign visual design
THE CREATIVE IDEA
A familiar problem. Taken one step further.
Small travel frustrations become recognisable scenes with an unexpected twist. Egyptian humour and conversational copy turn “the hard way” into something you can see.
متركبش الصعب، اركب عربية
01 / Metro
Metro
An ordinary metro ride becomes a comic exaggeration of the daily commute. The central passenger is squeezed into an absurdly uncomfortable situation, with a fellow traveller dressed as if the journey needs survival gear. The film and the visual make “متركبش الصعب” literal: this is a ride you would rather leave behind.
Play with sound
02 / Late Night Ride
Late Night Ride
A quiet street after midnight shifts the idea from the pressure of a crowded commute to the uncertainty of getting home. The atmosphere does the storytelling, giving the same campaign line a different kind of tension.
Play with sound
02 / EGBANK — FREELY
What does freedom mean to you?
Freely / فري.لي — a campaign for freelancers. Expressive portraits, bold turquoise and playful compositions put independence at the centre of the story.
Freely campaign carousel04 frames
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10 / Motion design
WE / Nitro Prime
Give the message a rhythm.
Bold Arabic typography and generous purple space make each phrase a distinct beat. Changes in scale and composition carry the sequence forward while keeping the offer easy to follow.
01 / WE
Bumper
Play with sound
02 / WE
Bonus
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03 / WE
Tactical
Play with sound
11 / CASE STUDY
DHL
Making delivery visible.
Context
A collection covering label-free shipping, delivery scenarios, seasonal occasions and GoGreen messages.
Visual idea
Make an invisible network feel immediate. Familiar sculptural figures using a phone give label-free shipping an unexpected, human entry point; oversized yellow parcels turn seasonal deliveries into part of the occasion.
Execution
The label-free series pairs familiar sculptural figures with a phone. Other executions place yellow parcels inside everyday settings; GoGreen work introduces natural imagery while retaining the yellow brand signature.
12 / CASE STUDY
Jeep
The freedom to take another route.
Context
Exploration is expressed through a changing world around the same vehicle. Each setting introduces a different feeling: immersion in the forest, openness in the desert and isolation in the snow.
Visual idea
Use the landscape to express capability. The vehicle stays dominant while terrain, atmosphere and colour establish a different driving experience.
Execution
Warm desert light, cool snow and deep forest greens separate the scenes. Large Jeep typography anchors the series while the vehicle remains the visual focal point.
13 / CASE STUDY
Rikaz
Market
Saudi Arabia
Architecture as the story.
Context
Architectural and lifestyle communication for Rikaz’s Saudi Arabian account, presenting property through its spaces, materials and everyday experience.
Visual idea
A place is understood through what it feels like to inhabit it. Architectural crops establish scale and material, while light, landscape and moments of daily life bring that sense of place closer.
Execution
Warm neutral layouts frame architectural details and interiors. Other executions move closer to lived experience through people, landscaping and full-height property imagery.
14 / Food & beverage
O EAU
A moment of cool.
The bottle becomes the centre of a miniature summer escape. Oversized scale, clear blue light and beach details make refreshment feel like a place you can step into.
15 / Food & beverage
El Abd
The rituals make the occasion.
Eid lives in the small details: a tea glass, a plate of kahk and the warmth of home. Keeping the moment close and familiar lets the product belong to the celebration.
16 / Food & beverage
Doha
Bring the restaurant moment home.
The pleasure of eating out is brought into an everyday home setting. Appetite leads the scene, while the characters’ reactions and contrasting colours give a familiar meal a little theatre.
17 / Food & beverage
BIG COLA
Turn up the occasion.
An oversized bottle makes each occasion feel larger than life. Sunny colour, playful scale and energetic compositions carry that attitude from beach days to football and back-to-school moments.
18 / Food & beverage
Imtenan
Make room for a pause.
Soft morning light, floating botanicals and a warm cup create a small escape from the day. The gentle composition gives the ingredients room to tell their story.
19 / Food & beverage
Three Chefs
Fast can still feel like a feast.
The finished burger carries the appetite appeal, while airborne cheese and a bright kitchen keep the image lively. The composition brings convenience and the pleasure of a freshly assembled meal into the same moment.
20 / Social media
There
Imagine the company you could keep.
An empty office becomes a space of possibility. Expressive portraits and oversized names imagine a different kind of creative company, while a shared colour and type system connects the three compositions.
21 / Personal care
SPLAT
Market
Saudi Arabia
Give each formula a world.
Shells, water and botanical cues translate the ranges into distinct sensory settings. These visual associations give each product its own character, with consistent scale and placement keeping the collection connected.
22 / Food & beverage
Maxello
A snack with a big personality.
Close-up perspective pushes the pack into the viewer’s space. Exaggerated scale, expressive faces and stretched typography turn an ordinary snack stop into a playful interruption.
23 / Food & beverage
VOLT
Energy, even on ice.
A chilled shelf becomes a charged stage for the can. Ice, electric light and concentrated colour give a quiet product moment a sense of stored energy, carried into the wider social series.
24 / Home care
Oxi
Part of the everyday rhythm.
The product sits inside the routine rather than outside it: beside the washing machine, within a familiar home. Clear light and uncluttered composition give the daily task a reassuring sense of order.
25 / Home care
Familia
A familiar face in a new scene.
A playful character moves through recognisable settings, turning everyday situations into little stories. The tissue pack stays part of the action, so product and personality share the same world.
26 / Home care
Papia
Softness takes a summer break.
The tissue pack becomes a beach towel, with a hat, sandals and sunscreen completing the scene. This change of scale turns a familiar product into a light-hearted summer setting.
27 / Retail
RAYA
Your next ride could drop in.
An open road creates possibility, while parcels descending from the sky add a playful sense of chance. The scooter anchors the scene so the giveaway feels like the start of a new journey.
28 / Personal care
Molfix
Small steps. Big imagination.
A baby’s first movements become the beginning of an imagined adventure. Hand-drawn astronaut details bring the parent’s hopes into the room without losing the warmth of the real moment.
29 / Food & beverage
Tastecraft
Let flavour colour the picture.
Fruit and colour build an immediate association before the product details are read. A simple central composition keeps the bottle clear, while floating ingredients add a light, expressive rhythm.
ABOUT
Behind the visuals.
I'm Islam Al-Saadawy, a self-taught visual artist and graphic designer based in Cairo, Egypt. My practice focuses on advertising, photo manipulation and art direction. I also use AI tools to explore ideas and develop visual elements, combining them with compositing and retouching to shape the final image.
Where I’ve worked
InFocus Media (UAE)Senior Graphic DesignerAug 2025 — Present
Mention / Influence CommunicationsSenior Graphic DesignerJul 2024 — Jun 2025
