Vision Realization Office
SmartLab
FransiMobile
MJS Holding
Mad’a Investment (MIC)
QOAB Holding
World Firefighters Games 2026
SAP Fioneer
Vision Realization Office
SmartLab
FransiMobile
MJS Holding
Mad’a Investment (MIC)
QOAB Holding
World Firefighters Games 2026
SAP Fioneer
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
Founded in Toronto in 2018, with a Riyadh branch since December 2024. Leads brand strategy, identity and communications from first idea to launch for government, financial, technology and investment clients. Selected work: the approved identity for the Vision Realization Office at the Ministry of Interior, work for the Ministries of Defense, Environment & Agriculture and Human Resources through Devoteam, the winning pitch for the World Firefighters Games 2026 hosted by Aramco, the Alfursan Gold identity for Saudia and the SAP Fioneer values campaign.
Banque Saudi Fransi, Branding Manager
Built and led the in-house design department, a team of 4 to 6 alongside photography teams and external agencies, saving over SAR 7 million a year. Governed the bank's brand standards, created the Tawafoq, LADY, Jeel and Jana sub-brands, led branding for Fransi Leasing, Saudi Fransi Capital and the BSF Training Academy, and directed the 40th Anniversary program and FransiMobile, a 3-time international award winner. Employee of Excellence, 2014.
Banque Saudi Fransi, Creative Director & Corporate Communication Officer
Led creative communications across digital platforms, branches and integrated campaigns, managing production, vendors, budgets and timelines, and helped shape the bank's visual communication standards.
AWI Company, Senior Graphic Designer
Design director for the Al Hayat subscription campaign. Editorial and advertising design for Al Hayat, Al Waseela and Layalina.
Early career
Amin Alsoum Agency, AWI Company and Mallouk Group, where I served as Advertising Manager. A foundation in typography, publication design and brand communication.
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
Recognition
Best Mobile App User Interface, Winter Awards 2015 · Best Designed App 2016 and 2018 (FransiMobile) · Employee of Excellence, 2014
Education
Diploma, Institute of Engineering and Technology, 2000 - 2002 · Certifications in Brand Strategy, Leadership Communication and Product Strategy
Have a project in mind? Get in touch
Calligraphy is where the discipline comes from. Proportion, rhythm and restraint shape every identity I build.
Art & Calligraphy
Arabic Arts, Founder
A platform for Arabic calligraphy and contemporary Arabic art in Canada.
Syrian Canadian Arts Council, Founding Member
Part of the founding group building a home for Syrian and Arab artists in Canada.
Canadian Arabic Orchestra, Creative Lead
Led concept, creative direction and marketing across 30+ festivals and 200+ concerts staged Canada-wide.
Fine Arts Association (Calligraphers), Member
Joined the calligraphers' association after years of training in my father's studio.
Works
Brand Identity
Vision Realization Office
Approved identity for the Ministry of Interior, still in use today.
Brand Governance
Government Brand Systems
Brand strategy and identity for ministries, delivered through Devoteam.
Brand Development
SmartLab
Brand and launch strategy that drove strong commercial growth.
Editorial Layout System
SmartMed
Concierge Healthcare Profile
Editorial Layout System
Vitality
Premium Home Healthcare Profile
Values Campaign
SAP Fioneer
Turning corporate principles into a clear and confident visual language.
Event Identity
World Firefighters Games 2026
Winning pitch for the games hosted by Aramco in Al Khobar.
Brand Architecture
MJS Holding
Holding brand uniting global restaurant icons with a local soul.
Brand Creation
Mad’a Investment (MIC)
Strategic investment brand built on discipline, clarity and trust.
Brand Development
QOAB Holding
Quality Over All Boundaries, a holding identity built to scale.
Brand Identity
Aura Production
Visual storytelling identity for a film and media production house.
Campaign & Identity
FAMA Canada
Identity and campaign for the Festival of Arabic Music and Arts.
Digital Product Design
FransiMobile
Banking app design, winner of three international awards.
Sub-brand Creation
Jeel
A youth banking brand designed for the next generation.
Loyalty Branding
Jana
Rewards program identity built for everyday customer engagement.
Brand Launch
Tawafoq
Launch brand and campaign for an Islamic banking proposition.
Logo & Brand Manual
LADY
Ladies Banking Services
Co-brand Campaign
Air France-KLM VISA
Co-brand card program connecting travel rewards and everyday banking.
Product Design
BSF Cards
Card design system across VISA, MasterCard and Mada.
Character Design
Ameen
A compliance mascot with a full kit and video launch.
Corporate Publishing
Annual Reports
Annual reports translating a year of performance into clear stories.
Editorial Design
Perspectives
Bimonthly corporate magazine directed across more than 50 issues.
Selected Clients
Twenty-five years of work with government entities, banks, developers and growing companies across the GCC and North America.
Government work includes the Ministries of Interior, Defense, Energy, Justice, Environment & Agriculture, and Human Resources.
Studio
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© 2026 Maamoun Soum · Riyadh · Toronto
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