Najah Yaseen
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Veo3.1
Seedance
Portfolio 2026Dubai, UAE Beauty · Aesthetics · Medical devices · Real estate

Najah Yaseen

Creative Lead — Strategy to final frame.

Brand strategy · Campaigns · Art direction · Content · Events · AI production Selected work ↓
PortfolioNajah Yaseen — Creative LeadDubai, UAE

Strategy
to
final
frame.

Najah Yaseen. Creative Lead. Brand strategy · Concepts & campaigns · Art direction · Content · Events & activations · AI production

View selected work ↓

Najah Yaseen. Creative Lead. Strategy to final frame.

Selected work — 06
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(01) Introduction

I turn business problems into brand ideas. And ideas into worlds people can see, feel and buy into.

9+

years across design, art direction and brand strategy

35+

brands and products directed under one group

12

MENA markets my work runs in

Excellence in Marketing Award
Recognition

Excellence in Marketing Award. Cynosure Lutronic, presented to AMICO.

(02) Selected work

Selected work.

Three deep, three quick.

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(03) Brands

Brands I've built and directed. From aesthetics to real estate.

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(04) What I bring

Seven disciplines. One director.

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Roles I'm built for Creative Lead Art Director Associate Creative Director Brand & Creative Manager
(05) Leadership

How I lead. Set the bar, structure the work, protect the idea.

Team

Designers, motion designers and content creators led day to day.

Partners

Photographers, production houses, printers and event suppliers directed.

One standard

35+ brands, one creative bar.

Briefs › crits › creative reviews. Shooting guides as quality control. AI governance for likeness and disclosure. Bilingual AR/EN delivery.

(06) AI production

A studio, not a filter.

I direct AI the way I direct a crew: brief, cast, shoot, grade, approve — held to brand standard.

AI casting — Instagram grid
AI campaign imagery — Instagram grid
AI portrait
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Automated workflows

Content and design, automated with AI.

I design and build automated AI workflows that turn a single brief into consistent, on-brand content and design at scale: copy, imagery, layouts, resized ad sets and video cut-downs, with brand rules and approval steps built in.

Brief → on-brand assetsBrand-locked templatesMulti-format & multi-languageReview & approval gates
70%

faster to market

AED 100K+

saved across campaigns

AI films & ads. Concept to final cut.

Watch my work
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When Doors Close
AI short film · Nano Banana Pro & Veo 3

Write. Direct. Produce. Made with AI.

When Doors Close. A man quietly unravelling after a loss — and the small, almost forgettable gesture that reaches him exactly when he needs it most. Written, directed and produced end-to-end with AI.

Watch the film ▸
(07) Beyond the screen

Events & activations. Beyond the screen.

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(08) Identity
KHATAWAT identity

KHATAWAT Five foundations. One mark.

Identity — business consultancy, built from zero

Beans and Bags identity

Beans & Bags Taste the story of every bean.

Identity & packaging — Baghdad's first speciality coffee roaster

More identities

Accurex · Luxe Marvella · My Zone

Najah Yaseen
(09) About

From building architect to brand architect.

Creative lead and AI content strategist with 9+ years shaping brands across aesthetics, beauty, medical devices and real estate. Trained as an architect, I approach every brand the way a building is designed: structure first, then beauty.

My work combines strong art direction with advanced AI-driven content production to deliver campaigns that are visually compelling and built to perform. From brand development and visual storytelling to leading creative teams, I have directed identity and art direction for 35+ brands at AMICO Group, created viral, award-winning campaigns such as the XERF launch for Cynosure Lutronic, and launched projects for Amwaj Development.

Tools
Adobe CC · Figma · Higgsfield · Midjourney · Veo · Kling · Runway · Suno
Languages
Arabic · English
Education
Architecture
Based in
Dubai, UAE
(10) Contact

Let's build the
next brand world.
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AMICO Aesthetics — a new brand expression
AMICO Aesthetics — Brand direction2026
Case 01 — A new brand expressionCreative vision · Strategic thinking · Visual direction
01 — The opportunity

To be the name MENA thinks of first in aesthetics and beauty.

01More premium

Perceived value that matches the science and brands AMICO brings.

02More modern

A contemporary presence for a new generation of clinicians and clients.

03More recognizable

One signature, instantly AMICO, in every market and every channel.

Client — AMICO Group, MENAScope — Brand idea · identity · architectureRole — Strategy & creative direction
02 — The ideaFluid Precision
Fluid Precision — the brand idea

The exactness of medical science, expressed with the grace of beauty. Midnight — not medical blue.

03 — Creative directionA personality, not just a look
AMICO portrait
PremiumQuiet luxury. Nothing shouts.
ModernContemporary, never trend-chasing.
PreciseEvery element placed with intent.
ConfidentScale, space and restraint.
InnovativeScience made visible — and desirable.
Beauty-ledWe lead with the result, not the procedure.
Medically credibleExpertise clinicians can trust.
04 — The visual worldLight moving through depth
Precision — the mark on its grid
Precision · composition
Imagery — portrait in liquid light
Imagery
Graphic language — the ribbon
Colour · graphic language
05 — PhotographyHuman. Luminous. Never stock.
Light as material
Light as material
Light as material
01Real presence

Specialists and clients directed like fashion portraits — confident, not posed.

02Light as material

Glass, liquid and light carry the science, without showing a needle.

03Clinical when needed

Product and procedure shot with the same restraint and finish.

Leaving behind: white coats · generic smiles · stock clinics
06 — The design systemFive elements. One way of working.
The ribbon, symbol and grid
01The symbol

The AMICO mark, given space and a construction.

02The ribbon

Fluid light — the graphic signature.

03Type

Large, quiet, confident moments.

04Colour

Midnight depth, liquid light.

05The grid

Precise proportions, generous space.

07 — ColourMidnight, not medical blue
Midnight#04000F
Deep Ocean#06263F
Teal Glass#094C5D
Aqua#4A98A5
Mist#E4ECEF
White#FFFFFF
08 — Brand architecture35+ brands. One signature.

35+ brands.
One signature.

AMICO owns the frameThe frame

Midnight canvas, the ribbon, typography, grid and the endorsement line.

Each brand keeps its voiceThe voice

Its own logo, its own accent colour, its own product story.

Together, recognitionRecognition

Every brand is instantly part of AMICO — and AMICO grows with every brand.

Partner brand frame
Brand A
Partner brand frame
Brand B
Partner brand frame
Brand C
Illustrative — partner brand · An AMICO Aesthetics brand
09 — ApplicationsEverywhere AMICO shows up
Digital & web
Digital & web
Brochures & print
Brochures & print
Light expression
Light expression
10 — The shiftBefore → new direction
FromTo
Many separate looks→One recognizable signature
Category blue→Midnight & liquid light
Generic stock imagery→Art-directed, human portraits
Brand-by-brand decisions→One frame, room for every brand
Functional→Premium & considered
New direction
11 — Two expressionsOne system
Option A — Midnight
Option A — Midnight
Option B — Light
Option B — Light

Same idea, same grid, same type, same ribbon — two grounds.

12 — The light expressionFluid precision, in daylight
AMICO light expression

Clinical clarity. Soft luxury.

Digital & web — light
Digital & web
Brochures & print — light
Brochures & print
Editorial & presentations — light
Editorial & presentations
Campaign portrait — light
Campaign portrait
Graphic language — light
Graphic language
13 — The future

An identity
built to lead.

One AMICO that clinicians trust, partners want to join and clients recognize instantly — a brand with the presence to lead aesthetics and beauty across MENA.

14 — Impact
35+

brands moved onto one identity system

12

MENA markets running the new expression

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NCTF 135 HA — The Renewal Protocol key visual
NCTF 135 HA — Campaign worldFILLMED · via AMICO
Case 02Positioning · campaign · installation
01 — The idea

The Renewal
Protocol.

A unique formula of 60 fundamental ingredients — shown, not listed. Every active becomes a floating sphere in a soft rose desert.

Client — FILLMED, via AMICOScope — Positioning · campaign world · installationRole — Creative direction
02 — The markProduct lock-up
NCTF 135 HA logo — plum on blush
NCTF 135 HA logo — white on mauve
03 — Ingredients in motion60 actives, one formula
HAHyaluronic Acid
GSHGlutathione
CVitamin
AVitamin
BVitamin
AaAmino Acids
EVitamin
Collagen spheres — after the key visualHA · GSH · Vitamins · Amino acids · Minerals
04 — ColourRose desert
Porcelain#F7EBE7
Blush#F2D0C7
Rose Sand#E7C9BE
Rose Dust#D1A2A8
Mauve#9A6670
Plum Ink#3A1F24
05 — Key visualsThe Renewal Protocol
NCTF 135 HA key visual — Skin Poly Revitalizer, ingredient spheres
NCTF 135 HA key visual — The Renewal Protocol, vial on pink court
NCTF campaign — model on pink tennis court
06 — TypographyTypography identity
NCTF typography identity — The Revitalization Syringe, A Unique 60 Active Ingredients, Reclaim your youthful glow
07 — ProductThe revitalization syringe
NCTF 135 HA product visual

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.

08 — The Renewal VesselIn-clinic installation
The Renewal Vessel installation
Concept

A glass sphere on a sculpted base in every clinic's reception. After each session, the patient's used vial drops in.

Effect

The sphere fills over time — turning treatments into visible proof and the waiting room into a brand moment.

Status

Concept → refined execution for clinic rollout.

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01 — Creative vision

Every doctor is an artist.
Every result is a masterpiece.

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.

Client — FILLMED, via AMICOScope — Big idea · doctor campaign · shoot directionRole — Creative direction
02 — The markPrimary lock-up
Art Filler logo
Art Filler logo reversed
03 — Aesthetic languageSoft white curtains
Soft white curtains
Model framed by curtains
Purity

Cleanliness — symbolizing the medical world.

Luminosity

The natural, subtle glow Art Filler gives to the skin.

Movement

Ease, fluidity and the seamless injection technique.

Art Filler box with Paris view

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.

04 — ColourAtelier neutrals
Canvas#FFFFFF
Linen#F4EFE8
Curtain#E8DFD2
Atelier#C5B9A9
Champagne#B09F85
Charcoal#2B2723
05 — PropsOnly controlled props are allowed in frame
Syringe & box
Syringe & boxPrimary — always
Fine art brush
Fine art brushArt prop
French hat
French hatArt prop
White canvas stand
White canvas standDiffusion / control
06 — The filmCampaign film · 25s

The Art Filler world, in motion.

Curtains, canvas, brush and needle: the campaign's visual language brought together in one film.

07 — PhotographyCurtain portraits
Two models behind sheer voile
Portrait behind voile
Light on the cheek — skin detail
Art Filler Volume on charcoal sketches — product flat lay
08 — In the worldPosters · roll-ups · aftercare guide
Art Filler poster — Filler Plus Booster in One Syringe
Art Filler roll-up — Buy 3 ml, get 1 ml free
Art Filler aftercare guide — cover and spread
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XERF — Soft launchCynosure Lutronic · via AMICO

XERF

Case 04 — Three AI films · launch · events
01 — The brief

Launched like
a fashion house.

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.

Client — Cynosure Lutronic via AMICOScope — Launch · films · eventsRole — Launch concept & directionAward — Excellence in Marketing
02 — The filmsScripted, directed and produced

Three AI films.
One soft launch.

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.

Film 01AI campaign film
Film 02AI campaign film
Film 03AI campaign film
03 — ColourSilk, skin and device
Porcelain#F7EFE8
Peach Silk#F1CDBB
Apricot#E2A58C
Copper#B8725A
Sand#EFE3D6
Device Black#141212
04 — Key visualStructural skin tightening
XERF poster — portrait
Clinic poster
XERF poster — device
Device poster
XERF roll-up
Roll-up
05 — Xerf-itSummer social campaign
Xerf-it summer social campaign
“Xerf-it” summer social campaign
Xerf-it lifestyle shoot
Lifestyle shoot · “Got 15 minutes? Xerf-it.”
06 — From screen to roomEvents and the award
XERF event room
Branded room
XERF VIP event
VIP event
Excellence in Marketing award
Excellence in Marketing — Cynosure Lutronic

Delivered: launch concept, teaser and reveal films, doctor shoot and booklet, room branding, VIP events and the summer “Xerf-it” social campaign.

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CLARITY II — Intelligent Speed, Silky Skin key visual
CLARITY II — PositioningCynosure Lutronic · via AMICO
Case 05Dual positioning · retail activation
01 — The line

Half the time.
Silky every time.

One device, two promises. Speed for the clinic, silky skin for the client — carried by a single icy visual world.

Client — Cynosure Lutronic, via AMICOScope — Dual positioning · retail activationRole — Creative direction
CLARITY II personality traits — Intelligent, Fast, Assured, Modern
02 — Dual positioningTwo audiences, one device
For cliniciansThe Artificial Intelligence Hair Removal Laser.Intelligent speed

IntelliTrak™ technology and treatment speed, framed as clinical confidence.

For clientsTreat more skin with more confidence.Silky skin

The result first — smooth, silky skin in half the time.

CLARITY II dual roll-ups — clinician and client messages
03 — Intelligent speedThe signal ring
The Pulse — CLARITY II signature asset
Intelligent Speed Silky skin
The concentric ring from the key visual, set in motionIntelliTrak™ technology
04 — ColourIce, light and steel
White#FFFFFF
Ice#EEF6FA
Sky#D5E6F0
Laser Cyan#4FC3D9
Steel#A3B0B9
Deep Navy#14283A
05 — Visual systemDevice · hand · skin
CLARITY II key visuals mood board
Three frames repeat across every touchpoint: the logo on ice, the hand in the ring of light, the device.
06 — In the worldAirport · tablet · clinic
CLARITY II on tablet
Concept mockups generated with Higgsfield from the original artwork.
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01 — The brief

Invest in real.

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.

Client — AMWAJ Development, DubaiScope — Three launches, end to endRole — Creative lead, across the full creative process
02 — The masterbrandOne family, three addresses
AMWAJ brand guidelines book
The Cube Residences brand book and cards

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.

03 — Starlight ParkMeydan District 11
Starlight Park logo
Starlight Park render

Family-centric luxury living. Four buildings around a community heart.

LaunchAMWAJ’s first development
Homes172 apartments · 1–3 bed
AmenitiesRooftop pools, cinema, padel
ResultSold out
04 — The Cube ResidencesMBR District 11
The Cube Residences logo
The Cube Residences render

A dynamic community for creatives. Smart-home tech and adaptable design at every turn.

AudienceYoung professionals & creatives
Homes1–2 bed, furnished
SignatureSmart home · adaptable furniture
ResultSold out
05 — Gate ElevenMeydan District 11
Gate Eleven logo
Gate Eleven Residences render

Four buildings with lagoon views. Comfort, elegance and privacy, redefined.

LaunchAMWAJ’s most ambitious project
Homes1–2 bed, low-rise
SettingLagoons & parkland
ResultAround 90% sold
06 — The creative processSupported end to end
01Naming & identity

A full brand for each project — logo, palette, type and tone, built under the AMWAJ masterbrand.

02Launch campaigns

Teaser, reveal and sell phases, from "Coming soon" to sold out.

03Films & content

Teasers, marketing films and construction-progress stories.

04Out of home

Site hoardings, billboards and lightboxes.

05Sales collateral

Brochures, brand books, presentations and sales-centre material.

06Events & social

Launch events, milestone ceremonies and always-on social.

07 — Impact
3

projects launched from zero

2

sell-outs — Starlight Park and The Cube

~90%

of Gate Eleven sold

400M+

AED combined value of Starlight Park and The Cube

Figures as published by AMWAJ Development and Dubai press.
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