I’m Cynthia, a brand strategist and graphic designer, passionate about shaping experiences at the crossroads of design and functionality.
For the past 10 years, working with different companies and individual clients - in the US, Europe and the Middle East, I’ve crafted everything from bold brand identities to visually polished, high quality design work, always aiming for what feels intuitive, inspiring, and lasting.
After many years of experience in the fashion industry in the UK, the hospitality industry in the Gulf, and services industry in the UAE, her scope of work and client portfolio has grown exponentially.
Core Skills
Brand Identity & Visual Systems
Campaign & Key Visual Development
Advertising & Outdoor Design
Social Media & Digital Content
Packaging & Publication Design
Basic UI / App Design
Concept Development
AI Image Generation (Nano Banana, Weavy)
Creative Direction
Cross-functional Collaboration
Campaign & Key Visual Development
Advertising & Outdoor Design
Social Media & Digital Content
Packaging & Publication Design
Basic UI / App Design
Concept Development
AI Image Generation (Nano Banana, Weavy)
Creative Direction
Cross-functional Collaboration
Curriculum Vitae
Relevant Professional Experience
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Designer
Washmen, Dubai, UAE [May 2025 - Ongoing]
Part of the marketing team responsible for visual communication across Washmen and The Finery brands.
• Developed campaign concepts, key visuals, and advertising assets
• Designed outdoor, digital, and social media campaigns
• Created packaging design and branded marketing materials
• Contributed to UI and app design improvements
• Produced AI-generated visuals using Nano Banana and Weavy
• Led the visual theme and design system for all campaign statics
• Designed outdoor, digital, and social media campaigns
• Created packaging design and branded marketing materials
• Contributed to UI and app design improvements
• Produced AI-generated visuals using Nano Banana and Weavy
• Led the visual theme and design system for all campaign statics
Brands worked on: Washmen (washmen.com), The Finery (thefinery.com)
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Head of Marketing
The Agora Hotel, Lefkara, Cyprus [Jul 2024 – Apr 2025]
Led marketing strategy and brand communications for The Agora Hotel and its restaurant, Novel & The Bar.
• Developed and managed the annual marketing strategy and campaign calendar
• Led digital marketing initiatives including paid advertising and social media campaigns
• Planned and promoted events through targeted marketing and partnerships
• Oversaw content production including newsletters, website updates, and campaigns
• Designed social media assets and produced visual media including reels and digital content
• Managed lead generation campaigns and tracked performance through analytics
• Collaborated cross-functionally with operations and F&B teams to align marketing initiatives
• Led digital marketing initiatives including paid advertising and social media campaigns
• Planned and promoted events through targeted marketing and partnerships
• Oversaw content production including newsletters, website updates, and campaigns
• Designed social media assets and produced visual media including reels and digital content
• Managed lead generation campaigns and tracked performance through analytics
• Collaborated cross-functionally with operations and F&B teams to align marketing initiatives
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Lead Designer
Oak Group, Riyadh, Saudi Arabia [Oct 2022 - Jul 2024]
Led design and brand development for hospitality and restaurant concepts across the Middle East.
• Managed a design team of five designers
• Developed branding and visual identities for 15+ hospitality brands
• Created campaigns, activations, and launch materials
• Worked closely with Creative Director and C-level stakeholders
• Delivered menus, signage, websites, social media, and marketing assets
• Developed branding and visual identities for 15+ hospitality brands
• Created campaigns, activations, and launch materials
• Worked closely with Creative Director and C-level stakeholders
• Delivered menus, signage, websites, social media, and marketing assets
Projects included restaurant concepts launching in Riyadh, NEOM and Al-Ula.
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Freelance work
Anywhere [April 2019 - Ongoing]
Branding and visual design studio supporting startups and established companies across multiple industries.
• Led brand identity development from concept to execution
• Developed visual systems, brand guidelines, and campaign assets
• Delivered packaging, digital design, and brand & marketing collateral
• Managed client relationships and project delivery
• Directed creative strategy and brand storytelling
• Developed visual systems, brand guidelines, and campaign assets
• Delivered packaging, digital design, and brand & marketing collateral
• Managed client relationships and project delivery
• Directed creative strategy and brand storytelling
Industries: F&B, fintech, tech, NGOs, B2C, Lifestyle brands.
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Design & Copywriting Assistant
Saatchi & Saatchi, Beirut, Lebanon [Feb 2020 - Aug 2020]
Supported creative teams in design production and content development.
• Research and reference gathering for campaigns
• Presentation design and layout support
• Copy formatting and fact-checking
• Design production and asset organisation
• Presentation design and layout support
• Copy formatting and fact-checking
• Design production and asset organisation
Projects worked on: Heineken, Zain Telecom, Pepsi, Kunhadi, Augustinos Bader
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Languages spoken
English: Fluent
French: Fluent
Arabic (Lebanese Dialect): Fluent
Get in touch
If you're interested in working together, please fill out this quick form and tell me about your project scope, deliverables and timeline. The more detailed the information you share, the better.
See you on the other side!
Thank you!