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A designer, experience crafter, consultant and a bunch of other buzz words.

With over a decade of expertise in branding, UI/UX design, and product development, I seamlessly merge artistry with strategy. From collaborating with global corporations to empowering startups, I thrive on turning ideas into impactful realities. Get in touch and let's geek out together to craft something truly extraordinary.


The platform for all your financial operations & management

Drawing inspiration from the audacious spirit of the NASA Mission, our approach to the All-Up project embodies innovation and forward momentum. Much like the "all up" testing methodology, we embarked on a journey where every component was live and reflective of its final form, embracing the urgency and precision reminiscent of a lunar mission.

At the heart of All-Up lies a Cloud Financial Operations platform unlike any other—a beacon of accountability in the ever-evolving landscape of cloud computing. Our platform empowers teams to navigate the intricate balance between speed, cost, and quality with unprecedented clarity and confidence.

Central to our design philosophy is the careful selection of a color palette that embodies the essence of All-Up. Cobalt Blue, with its depth and vibrancy, symbolizes the boundless possibilities and vast horizons that our platform unlocks. Amethyst Pink adds a touch of warmth and humanity, reminding us that behind every transaction lies a story and a human touch. Finally, Carbon Gray grounds the palette with a sense of stability and sophistication, underscoring our commitment to reliability and trust.

But the visual identity of All-Up extends beyond mere color choices. Our logo, meticulously crafted to be both iconic and meaningful, embodies the spirit of innovation and progress. A fusion of a rocket launch and the capital letter A, our logo captures the essence of exploration and discovery. The sleek, upward trajectory of the rocket symbolizes ambition and growth, while the stylized A represents the foundation upon which All-Up is built—precision, excellence, and advancement.

Every aspect of All-Up, from its color palette to its logo, is a testament to our commitment to excellence and innovation. With All-Up, we invite you to embark on a journey of discovery and transformation, where the possibilities are as limitless as the stars themselves.

Find more on the [following link.](https://www.behance.net/gallery/124272261/All-Up-FinOps-Brand-Identity-UI-UX)


Branding done for a resort located in Bosnia and Herzegovina, focusing on the nature surrounding it and implementing it as our visual identity.

In crafting this brand identity, we aimed to encapsulate the core values of Harmony, Nature, Hospitality, and Excellence, ensuring that every aspect of the design resonated with these ideals.

At the heart of our visual representation lies the logo design, a masterful blend of symbolism and aesthetics. Each element, from the serene lotus to the carefully selected color palette, speaks to the essence of the brand. The lotus, a timeless symbol of purity and enlightenment, not only adds a touch of elegance but also conveys a sense of tranquility and renewal, inviting guests to experience a sanctuary of peace and serenity.

Delving deeper into the design, our choice of typography reflects a harmonious balance between modernity and tradition. The pairing of a sleek sans-serif with a classic serif font not only enhances readability but also evokes a sense of timelessness and sophistication. Complemented by a sunset-inspired color palette, every hue meticulously chosen to evoke feelings of warmth and comfort, the brand's visual language is as inviting as it is captivating.

Extending beyond the logo, our art direction permeates every facet of the brand experience, from the smallest details like key cards to larger elements like door hangers. Each piece meticulously crafted to ensure consistency and cohesion, creating a seamless brand narrative that resonates with guests on every level.

Moreover, our approach to design isn't just about the present—it's about future-proofing the brand. By prioritizing flexibility and scalability, we've ensured that the branding can adapt and evolve alongside the business, remaining relevant and impactful for years to come. Whether it's a subtle refinement or a complete reimagining, our branding framework provides a solid foundation for growth and innovation, ensuring that the brand continues to inspire and delight guests for generations.

Find more on the [following link.](https://www.behance.net/gallery/100948965/Hotel-Paradise-Branding)


Paradise

Collection of logo design with clients around the globe. Showcasing the work with diverse clients, reflecting the dedication to understanding and transforming their brand ideas into visual identities.

At the core of the work is a deep dive into each brand’s essence. Through thorough research, including understanding user personas and brand values, I ensure that every logo designed deeply connects with its audience. The design process is collaborative and iterative, involving our clients at every step to refine and perfect their logos based on feedback.

For each logo presented, we went through numerous concepts and revisions. This approach, rooted in open communication and an eye for detail, ensures that the final logos are not only visually appealing but also true representations of the brand's identity and values.

The global collaboration enriches our designs, bringing diverse perspectives and ideas that enhance creativity and innovation. The Logofolio isn't just a set of logos; it's a showcase of how understanding, collaboration, and attention to detail come together to create meaningful brand identities.

In summary, this collection is more than logos; it's a demonstration of the approach to bringing brands to life through thoughtful design and global insight - where each logo tells the story of a unique brand journey.

Find more on the [following link.](https://www.behance.net/gallery/91863881/Logofolio-1)


Logofolio #1

All Up

Leading in growth investment amid the digital revolution, focusing on businesses primed for global expansion. With expertise in digital technology, offering not just funding but also hands-on guidance to empower management teams towards dominating their markets.

In an era where digital and data-driven technologies are reshaping industries, Red Castle Capital Partners (RCCP) stands at the forefront of growth investment, targeting businesses poised for international scale-up. Specializing in digital technology sectors, RCCP not only offers additional equity but also provides active support to nurture management teams towards achieving market leadership.\</div>

## Problem Statement

Despite possessing profound expertise in the digital and data-driven realms, RCCP faced challenges in articulating its unique value proposition and strategic vision. The firm sought to differentiate itself in a crowded market, aiming to attract high-potential digital technology businesses ready for international expansion. The essence of their mission—empowering companies with not just capital but strategic growth support—needed a clearer representation to resonate with potential partners and clients.

## Solutions Offered and Design Process

To address these challenges, our team embarked on a journey to revamp RCCP’s brand and visual identity, ensuring alignment with their core values and aspirations for digital technology ventures. The process involved:

*   **Research and Discovery:** Delving deep into RCCP's mission, we identified key themes of growth, innovation, and partnership. This foundational understanding informed our strategy moving forward.

*   **Brand Development:** We crafted a brand narrative that highlighted RCCP's unique approach to investment—combining financial support with strategic expertise to foster international scale-up.

*   **Visual Identity Creation:** Inspired by the firm's name and ethos, we developed a visual identity that mirrored the strength, innovation, and forward momentum of RCCP. The design choices, from color schemes to imagery, were meticulously aligned with the firm's focus on digital technology and international growth.

*   **Implementation:** The new brand and visual identity were rolled out across all platforms, including RCCP’s website, marketing materials, and corporate communications, ensuring a cohesive and compelling representation of the firm.

## Challenges

The primary challenge was capturing the essence of RCCP’s unique positioning in a visually appealing and concise manner. Balancing the technical prowess and innovative spirit of digital technology ventures with the strategic and supportive role of RCCP required a nuanced approach. Moreover, ensuring the new brand identity resonated across diverse international markets added complexity to the design process.

## Results, Outcome, and Client Satisfaction

The rebranding project was a resounding success. RCCP’s refreshed brand and visual identity have significantly enhanced its market presence, attracting a broader spectrum of digital technology businesses seeking to scale up internationally. Feedback from partners has been positive, with many highlighting the clarity and appeal of RCCP’s new messaging and visual representation.


Red Castle Capital

Shopping platform built for the Kuwaiti and MENA Market, offering a luxurious shopping experience through comfort 

Hindamy is not just another shopping platform; it's a meticulously crafted oasis of luxury tailored for the discerning Kuwaiti and MENA Market clientele. Rooted in the belief that shopping should be more than just a transaction—it should be an experience, Hindamy redefines luxury through the lens of comfort and sophistication.

At the heart of our design lies a commitment to timelessness, elevated by a touch of opulence. The creation of our logomark was a journey of refinement, where every curve and line was carefully considered to evoke a sense of elegance and exclusivity. The fusion of an elegant typeface with a golden accent line resulted in a symbol of prestige and refinement, capturing the essence of Hindamy's ethos from the very beginning.

But our dedication to visual excellence didn't stop there. Alongside the logomark, we crafted a Wordmark for broader brand representation, ensuring a cohesive and versatile identity across all touchpoints. Additionally, we developed an icon tailored specifically for mobile applications, seamlessly integrating with the digital landscape while retaining the brand's signature aesthetic.

Central to our design philosophy was the creation of an immersive brand experience—one that extends beyond the logo to encompass every visual element. From a carefully curated color palette to typography that exudes sophistication, every detail was meticulously chosen to complement the Hindamy aesthetic and elevate the overall brand experience.

Ultimately, our goal was simple yet profound: to give Hindamy the visual representation it deserves, embodying the timeless elegance and values that define the brand. With Hindamy, luxury isn't just a label—it's a way of life, expressed through every detail, every interaction, and every purchase.

Find more on the [following link.](https://www.behance.net/gallery/101683925/Hindamy-Branding-UI-UX-Proposition)


An exhibition exploring 1970s Skopje's modernist architecture through a blend of traditional and digital artworks. Preserving unique interiors, fostering a deeper connection with the architectural legacy of the era.

"Spaces of Oblivion" unveils a focused exploration into the modernist architectural spirit of the 1970s in Skopje, encapsulated through a compelling series of sixty artworks, blending traditional acrylics on canvas with innovative digital techniques. Initiated in 2017, this project seeks to preserve and spotlight the unique interiors of public institutions from an era whose aesthetic and cultural significance is often overshadowed in contemporary discourse.

This exhibition, beyond being a mere display of art, was intricately planned and executed to ensure that each element, from the spatial arrangement to the design of promotional and informational materials, resonates with the thematic core of the series. The project's holistic approach was aimed at fostering a deeper connection between the viewer and the architectural subjects of the artworks. By mirroring the geometric precision and the minimalist elegance of modernist design in the exhibition's layout, poster, and catalogue, the project transcends traditional viewing experiences. It engages audiences in a dialogue with the past, encouraging an immersive journey through the spatial narratives immortalized in the paintings.

The poster and catalogue were not mere ancillary components but integral to the exhibition's narrative, crafted with meticulous attention to detail. They embody the project's ethos, serving as physical and conceptual extensions of the artworks themselves. These materials, with their deliberate design choices, complement the exhibition's ambiance and enhance the viewer's understanding and appreciation of the depicted spaces.

Furthermore, the exhibition's spatial design was conceptualized to echo the architectural qualities explored in the paintings, creating a cohesive and immersive environment. This thoughtful arrangement allowed visitors to experience a semblance of walking through the very buildings portrayed, deepening the engagement with the artworks and the architectural themes they explore.

In essence, "Spaces of Oblivion" is a multifaceted project that not only showcases the artistic vision but also acts as a conduit for revisiting and reevaluating the architectural legacy of Skopje's modernist era. Through the synergistic relationship between the artworks, the exhibition layout, and the design of the poster and catalogue, the project offers a profound experience, inviting viewers to connect with and reflect on the nuanced histories of the spaces that shape our collective memory.

Find more on the [following link](https://www.behance.net/gallery/124560023/Spaces-of-Oblivion?).


Spaces of Oblivion

Hindamy

Projects:

As a performer of creative art, it is of vital importance to develop your own craft of design - a visual aesthetic that defines what you create and your creative abilities. Whether you call them your skills, talent, or style - develop it and own it. The inner monologue that you use to evaluate how good, beautiful, or logical an idea is - becomes the mysterious thing that makes what you create truly yours. It is a personal battle to create something better than your previous creative effort created. Those kinds of acts always possess a degree of unknown magic, that magical thinking.

Regardless of your education, experience, how hard you plan or strategize - anything seen as a perfect creative product requires a messy and imperfect path of multiple concepts, iterations, and trial & error to come and life. That process and those series of steps you take are the processes of developing something out of nothing. By embracing our abilities, while giving ourselves over to where the idea is taking us, accepting the fact that things won't turn out how we originally envisioned them - we bear the fruit of creativity which takes us where we need to go.

We're supposed to make a plan and work the plan. If the plan does not work, it is completely okay to change it - but always have a plan to start from. By sticking with the process and understanding the output, giving the things we did not expect the room to breathe, we end up with final products which more often than not tend to exceed our initial visions and expectations.

Ultimately, optimizing your performance as a designer is about choosing what and how to think and then acting upon it with passion and commitment. The more productive and optimistic your mindset is, the more your creative health and stamina will be. When it comes to design, you must be a long-distance runner. As a creator, you have to strengthen your creative muscles and this will require exercise, pain, and repetition. This is an unavoidable part of growth and becoming better.





Performance Optimization as a Designer

### **We are not the user**

What we often do is assume, without realizing it, that our users think as we think and like what we like. What we get is generalizing based on our own experience, which is actually a cognitive bias called the *availability bias*.

Designers need to go against this bias by interacting with their users as much as possible.

### **Users don't always tell the truth**

Only talking to our users does not automatically yield useful insights, and very often it can actually lead us in the wrong direction. Users don’t purposely lie to us, but *things people say* are different from *things people actually do*.

It takes the designer's skills to make them reveal their actual needs and behaviors. Without them, the user research becomes useless at best and misleading at worst.

### **Make the problem clear**

If done right, User Research is the strongest foundation for everything that follows. Having a deep and reliable understanding of our users and their problems can empower a team and lead it in the right direction like no other thing.

Decisions become easy because we no longer have to guess. With this knowledge, we are able to create products orders of magnitude better and save ourselves great amounts of time by avoiding rework.

# **So, how do we conduct the proper user research?**

### **Define your Research Objectives**

What is it exactly that we're trying to learn? Write down your research objectives before doing anything else. We usually aim for 3 to 7 objectives per project. Examples of what we are trying to learn are:

*   **Goals or motivation** - what are our users goals?

*   **Behavior** - what kind of actions does our user typically take, and in what order?

*   **Knowledge** - which common knowledge for our design does the user posses?

*   **Situations** - what kind of situations is our target audience often in?

*   **Decision-making process** - how does our user evaluate and act in our environment?

We want to understand our actual users, but also need to understand their ecosystem. Interview users with a different range of experiences and backgrounds. In some cases, you might also want to interview non-users that have a supporting role in order to understand the issue at hand on a deeper level. Let's say you were to do user research for an e-commerce website, you'd start it with interviewing people with different shopping habits (one-time buyers, regular buyers, company accounts, …), people using the competition, customer support, etc.

### **Ask for your users' stories.**

There is no better way of gaining information from your users. When your interviewees tell you stories about their experiences - they will also parallelly be answering many of your questions at once. Open-ended questions are the way to go about it - giving your user the chance and space to fully express what they feel.

### **Try to stay away from opinions**

Never ask your users what they want. Designers are not the user, and the users are not designers. Do not talk about your idea - in doing so we only skew the data as it is in our nature to twist the narrative in order to tell you what you want to hear.

### **Summarizing things**

Take as many notes as possible. Making sure to write all the feedback that you get from your interview is very important, as our findings will be backed up and based on it. After completing the research, start looking for patterns. After identifying them, the next step is to create systems that will help your team build the best product or service. Those can be user personas, customer profiles, experience maps, behavior patterns, strategy canvas, and so on. Remember that everything we build and create is for our users sake, as such, we should communicate to them as much as possible in order to get the clearest understanding of their requires & needs.





A designer, experience crafter, consultant and a bunch of other buzz words.

All Up

Paradise

Hindamy

Conducting User Research, and why it is so important

Designing Inclusive User Experiences