MaamounSoum

Brand strategist and creative director based in Riyadh, building brands that make sense before they look good.

Before a brand looks good, it has to make sense.
Maamoun Soum

Born in Aleppo, I grew up in the studio of my father, Amin Alsoum, a master calligrapher recognised since the 1960s. There, letterforms were treated as architecture: structured, intentional, built to last.

For more than 25 years, across the Middle East and North America, I have worked where strategy meets execution. I started in 1999, then spent a decade building and leading the in-house design department at Banque Saudi Fransi. In 2018 I founded Storm Design Studio® in Toronto, and in 2024 opened its Riyadh branch. Today I help companies define their brand architecture, shape their identity and build the systems that carry it across markets, so each brand is structured to scale and built to last.

Work Experience

Storm Design Studio®, Founder & Chief Creative Officer

2018 - Present · Toronto & Riyadh

Built the studio from a single founder into a cross-border practice. Leads brand strategy and creative direction for government, financial, technology and investment clients in the GCC and North America.

Banque Saudi Fransi, Branding Manager

2012 - 2018 · Riyadh

Led the in-house design department with a team of 4 to 6, generating annual savings above SAR 7 million. Created the Tawafoq, LADY, Jeel and Jana sub-brands. Employee of Excellence, 2014.

Banque Saudi Fransi, Creative Director

2008 - 2012 · Riyadh

Built the in-house design department from the ground up. Directed national campaigns, annual reports and FransiMobile, a 3-time international award winner.

AWI Group, Senior Graphic Designer

2004 - 2007 · Riyadh

Design director for the Al Hayat subscription campaign. Editorial and advertising design for Al Hayat, Al Waseela and Layalina.

Early career

1999 - 2004 · Aleppo

Amin Alsoum Agency, AWI Group and Mallouk Group. A foundation in typography, visual communication and brand development.

Art & Calligraphy

Arabic Arts, Founder

2024 · Canada

A platform for Arabic calligraphy and contemporary Arabic art in Canada.

Syrian Canadian Arts Council, Founding Member

2019 · Canada

Part of the founding group building a home for Syrian and Arab artists in Canada.

Fine Arts Association (Calligraphers), Member

2003 · Syria

Joined the calligraphers' association after years of training in my father's studio.

Exhibitions in Toronto, Vaughan, Mississauga, Riyadh and Syria.

Expertise

Brand Strategy & Architecture · Brand Transformation · Creative & Art Direction · Visual Identity Systems · Brand Governance · Bilingual Brand Systems (AR/EN) · Editorial & Publishing · AI-Driven Creative Workflows

Have a project in mind? Get in touch