I'm a Creative Director and Brand Strategist with over 25 years of experience leading branding, creative direction, and communications across government, financial services, technology, healthcare, and investment sectors in Saudi Arabia, the GCC, and North America.

My approach to design started early. I grew up watching my father, Amin Alsoum, a master calligrapher, treat letterforms as architecture: structured, intentional, built to last. That sense of discipline still shapes how I work today.

Most of my career has been spent building and leading creative teams inside large organizations. I set up and ran the in-house design department at one of Saudi Arabia's leading banks, where I led teams across brand, content, digital, and production, and delivered work that ranged from national campaigns to award-winning digital products.

Today, through Storm Design Studio, I work where strategy meets execution. I help define how a brand is positioned, build the systems behind it, and direct the creative work that brings it to life across markets and audiences.

I also build AI into my creative process, across ideation, content, and production, to raise both the quality and the speed of the work.

What I care about is clarity. Before a brand looks good, it has to make sense.