I’m a creative director and brand strategist based in Dubai, working at the intersection of design, storytelling, and cultural programming.

For over a decade, I have led brand and creative direction at the Emirates Literature Foundation, shaping the Emirates Airline Festival of Literature and other cultural initiatives by developing brand identities, campaigns, and experiences that connect diverse audiences with stories from around the world.

Beyond my work at the Foundation, I co-founded TRIBE, a Filipino-led collective in the UAE that creates platforms for creative collaboration, cultural exchange, and storytelling among artists, designers, and communications practitioners.
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My work spans creative direction, brand strategy, and cultural programming across the arts, literature, and creative communities, exploring how branding and storytelling can shape how culture is experienced today.

2022 Emirates LitFest Campaign

Creative direction for the 2022 Emirates Airline Festival of Literature campaign unveiled at Expo 2020 Dubai.​

WikiArabia Brand System​

Designed the scalable visual framework for WikiArabia UAE, later adopted for the WikiArabia Oman conference.

Sulyap: A Celebration of Filipino Language at Theatre of Digital Art

Co-curated a multidisciplinary showcase at Theatre of Digital Art celebrating Filipino language through poetry, performance, and visual art.

Over the years, I’ve had the privilege of working with and collaborating on projects alongside esteemed brands and institutions