Journal
BOND with Aala
As a Design Director with the BOND team in Dubai, I ideate, create, and craft brand identities, leading the creative process with the team. We are usually involved from the very start of a project, from workshops all the way to delivery.
I recently moved to the UK and I love taking long walks by the river with a good podcast. I also run a creative platform called Locale with four other creatives, where I design and curate publications and exhibitions with Sudanese creative practitioners that are shown around the world.
“Working on so many diverse projects means I learn something new about a different field everyday.”
What opportunities do you find working at Bond?
My favourite thing about working at a dynamic agency like Bond is the variety of our work; we collaborate with a number of clients across different industries around the world, and every project I pick up is completely different from the last. Because we do a fair bit of research for each project, working on so many diverse projects means I learn something new about a different field every day.
One of our principles is “The work is better when we bond.” What does it mean to you?
To put it simply, for me it means a project well done. The way we apply this principle is twofold - in the way we work together as colleagues and in the way that we work with our clients. Although our offices are spread across five countries, our team is very well connected. Apart from our biannual company gathering, we’re all familiar with each other and despite being miles apart, people are only a message away. Working in such a fast-paced industry, we’re constantly looking for fresh ideas, so having team members from different backgrounds with diverse ideas and interests means fresh perspectives are always available.When it comes to working with clients, we always work towards building open and honest relationships. The ability to speak freely and share ideas always makes it easier (and more fun!) for me to deliver work that is impactful and meaningful and end with the best results for both sides.
What’s your favourite work done at Bond?
That's a tough question! I'd say one of my most memorable projects that I enjoyed leading was the Katara Towers Fairmont and Raffles identities. This was a challenging project because of its scale, but it gave us the opportunity to bring in lots of people from different offices to collaborate. The client was really open and excited to broach new concepts and ideas, and the level of detail and craftsmanship we were able to achieve was impressive.Everyone across our offices is really creative and inspiring. My favourite projects are always the ones that make me think "Wow, I wish I'd thought of that!" Some of the most impressive projects I've seen take a simple idea and create clever and incredibly well-crafted identities. Kalevala is one example of that, and more recently, Talsinki.
“My favourite projects are always the ones that make me think "Wow, I wish I'd thought of that!”
Any advice you want to give to future clients?
Come with a clear brief and an open mind, the opportunities are really endless.
Get to know us
Who we are, what we do, how we think
Read more