Mostafa Samir
Art Director — Brand Identity, Packaging & Motion
Brand identity systems, built end to end.
Six years building identities from symbol construction and bilingual Arabic/English type systems through packaging, retail and out-of-home — and leading the teams that execute them. Currently art directing across three brands.
Arabic-first, not Arabic-added. Marks built from Arabic letterforms, and type systems that hold their weight in both scripts at the same optical size.
- Based
- Cairo, Egypt
- Relocation
- Open across the GCC — requires employment visa sponsorship
- Disciplines
- Identity · Packaging · Campaign · Motion
Selected work
Optical retail · Jan 2023 – Dec 2023 · Bilingual AR/EN
Clarity, made into a system
A full identity built from the Arabic ع of العين — mark, bilingual type system and authored guidelines, extended across packaging, retail, social and out-of-home.
FMCG — confectionery · Jan 2025 – Present · Bilingual AR/EN
Four characters, and a system that keeps them consistent
A four-character brand world for a confectionery brand — designed, storyboarded and directed through to eleven finished animated reels.
FMCG — meat retail · Bilingual AR/EN
Making freshness visible
A bilingual red-black-white retail system for a butcher — identity, packaging and social — scaling from a sticker on a tray to a delivery box.
Dental healthcare · Bilingual AR/EN
A family lives inside the tooth
A bilingual identity for a family dental clinic built on one symbol that resolves four ideas, applied across roughly twenty touchpoints from prescription pads to the shopfront.
Fashion — hijab and scarves · Bilingual AR/EN
The name is a mare, so the mark is too
A fully bilingual identity for a scarf brand, built from the Arabic meaning of its own name, with the product drawn into the symbol.
Public awareness campaign · Bilingual AR/EN
Turning fear into something you can actually do
An Arabic-first environmental campaign: one symbol carrying three ideas, a three-tier message system, and applications from an Instagram post to an eight-to-one bridge banner.
Also
- Mo Group
- Senior Graphic Team Lead · FMCG confectionery · Jan 2025 – present. Creative operations across Teeka, Relevant and DayLive, leading a team of six designers.
- Joy & Roy
- Graphic Design Team Lead · women's retail, bags and shoes · 2024. Seasonal and promotional campaign execution.
- Loolit Lingerie
- Senior Graphic Designer · fashion retail · Aug 2020 – Dec 2022. Brand campaigns end to end, plus motion graphics for social.