✦ About
The idea comes from inside the thing itself.
Design Philosophy
I believe the strongest idea is already inside the thing itself. The work is to find that internal rule (the sound of a name, the ritual inside a campaign, the order inside a complicated product) and then ask how far it can travel before it stops being true.
Creative Journey
Architecture taught me systems. Advertising taught me ideas. Design taught me craft. Over 12 years in Ethiopia and the US, from art direction and creative direction to my current role as Lead Visual Storyteller & Designer at Studio78, creative direction is where those three meet.
Experience
12+ years: Architecture → Graphic Design → Art Direction → Creative Direction → Lead Visual Storytelling & Design
LEAD VISUAL STORYTELLER & DESIGNER
Current, Studio78. Leading visual and brand design across partnerships including VCV8 and Jenuane Communities—shaping the customer journey across product visuals, website UI, campaigns, video and email.
Creative Director
Set campaign concepts and creative strategy, aligned cross-functional teams around the central idea, and carried decisions through production and final craft.
Art Director
Guided brand and advertising projects from concept to execution, deciding the visual direction and mentoring junior designers as the work scaled.
Architecture → Graphic Design
Where the point of view began: structure before decoration, proportion with purpose, and a grid strong enough to make every later decision clearer. Architecture first, then graphic design and advertising.