Creative Lead — Strategy to final frame.
Najah Yassin. Creative Lead. Brand strategy · Concepts & campaigns · Art direction · Content · Events & activations · AI production
View selected work ↓Three deep, three quick.
I direct AI the way I direct a crew: brief, cast, shoot, grade, approve — held to brand standard.
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faster to market
saved across campaigns
I trained as an architect, so I design brands the way buildings are designed: structure first, then beauty. For 9+ years I've built brands in aesthetics, beauty and real estate — leading identity and art direction for 35+ brands at AMICO Group and launching projects for Amwaj Development.
Open to Creative Director and Associate Creative Director roles with international teams in the UAE.
Perceived value that matches the science and brands AMICO brings.
A contemporary presence for a new generation of clinicians and clients.
One signature, instantly AMICO, in every market and every channel.
The exactness of medical science, expressed with the grace of beauty. Midnight — not medical blue.
Specialists and clients directed like fashion portraits — confident, not posed.
Glass, liquid and light carry the science, without showing a needle.
Product and procedure shot with the same restraint and finish.
The AMICO mark, given space and a construction.
Fluid light — the graphic signature.
Large, quiet, confident moments.
Midnight depth, liquid light.
Precise proportions, generous space.
Midnight canvas, the ribbon, typography, grid and the endorsement line.
Its own logo, its own accent colour, its own product story.
Every brand is instantly part of AMICO — and AMICO grows with every brand.
Same idea, same grid, same type, same ribbon — two grounds.
Clinical clarity. Soft luxury.
brands moved onto one identity system
MENA markets running the new expression
A unique formula of 60 fundamental ingredients — shown, not listed. Every active becomes a floating sphere in a soft rose desert.
The vial at the centre of the world.
The product sits on rose sand while its ingredients float around it — the formula made visible in one frame.
A glass sphere on a sculpted base in every clinic's reception. After each session, the patient's used vial drops in.
The sphere fills over time — turning treatments into visible proof and the waiting room into a brand moment.
Concept → refined execution for clinic rollout.
The objective is to position Art Filler not just as a medical filler, but as a luxury French artistry product. Every visual, color, element and mood was carefully designed to reflect elegance, craftsmanship, softness and exclusivity.
Cleanliness — symbolizing the medical world.
The natural, subtle glow Art Filler gives to the skin.
Ease, fluidity and the seamless injection technique.
Parisian light. White on white.
Since Art Filler is a premium French filler, Parisian elements and soft studio lighting set it apart — luxury minimalism with timeless elegance.
Same direction, same speed, same intention.
Brush tip becomes needle tip. Canvas texture becomes skin. Every cut tells the doctor their tool is an artist's tool.
Hand ritual, texture close-ups, tool equivalence, micro-detail and breathing shots. Every script uses at least three.
Model — lips, cheekbone, jawline, smile lines. Doctor — always shown beautifully.
Clinic equipment, walls, posters, machines. If the clinic is visible, the shot fails.
Same framing, light, angle and expression. The change must feel discovered, not sold.
Every script starts with a question and ends with a question.
Introduce a new skin-tightening device to doctors and patients across MENA — as the high-end treatment for your skin. A soft launch led by three AI films, before the device was ever shown in a clinic.
A device reveal, a silk-and-skin mood film and an influencer-led social film — a teaser-to-reveal sequence that built desire before launch.
Delivered: launch concept, teaser and reveal films, doctor shoot and booklet, room branding, VIP events and the summer “Xerf-it” social campaign.
Next case — {{ cs.next.n }} {{ cs.next.name }} →One device, two promises. Speed for the clinic, silky skin for the client — carried by a single icy visual world.
IntelliTrak™ technology and treatment speed, framed as clinical confidence.
The result first — smooth, silky skin in half the time.
A young Dubai developer, founded in 2021, with three projects still on paper. Each one needed a name, an identity and a launch — and AMWAJ needed to become a name buyers trust.
Warm sand, soft light and quiet serif type for AMWAJ. Under it, each project gets its own mark and colour — so every launch feels distinct, and every one is clearly AMWAJ.
Family-centric luxury living. Four buildings around a community heart.
A dynamic community for creatives. Smart-home tech and adaptable design at every turn.
Four buildings with lagoon views. Comfort, elegance and privacy, redefined.
A full brand for each project — logo, palette, type and tone, built under the AMWAJ masterbrand.
Teaser, reveal and sell phases, from "Coming soon" to sold out.
Teasers, marketing films and construction-progress stories.
Site hoardings, billboards and lightboxes.
Brochures, brand books, presentations and sales-centre material.
Launch events, milestone ceremonies and always-on social.
projects launched from zero
sell-outs — Starlight Park and The Cube
of Gate Eleven sold
AED combined value of Starlight Park and The Cube
