All work

Selected work / Social art direction

AQLUMA

AI literacy for Moroccan teens and parents, built as a brand instead of a lecture.

Selected campaign artwork. Explore the original designs below.

Role
Brand identity, art direction and product
Services
Brand identity, Art direction, Content pillars, Web app
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Inside the project

AQLUMA / Working notebook

Curiosity first. Technical jargon later.

A working content direction for AI literacy, designed around questions that teens and parents can explore together. These are proposed learning principles, not tested outcomes.

Understand.

Start with a familiar question and explain one idea at a time. Avoid assuming prior knowledge of AI.

Try.

Follow an explanation with a small creative exercise. Give the learner something concrete to compare and discuss.

Question.

Make room to ask where an output came from, whether it is reliable and when a human decision matters.

The brief.

AQLUMA teaches AI literacy to Moroccan teens and their parents.

The proposed challenge is to make a complex subject feel accessible without talking down to either audience. The identity needs to invite curiosity, while giving parents enough clarity to understand the value of the experience.

The thinking.

The brand runs on three content pillars — Musée, Studio and Briefing — so every piece knows what job it is doing.

The surfaces are raw travertine and warm neutrals with editorial photography. It reads as a cultural institution, not as a tech tutorial.

I also built a branded web app that generates art-directed image prompts across the brand's three visual worlds, so the look holds even when someone else is making the images.

The work.

01

Posts for parents and teens.

Social posts across the three content pillars, Musée, Studio and Briefing, in warm travertine and terracotta.

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Brand foundation

An approachable identity direction that gives teens and parents a shared entry point into AI literacy.

Learning content system

An editorial framework for explanation, exploration and practical exercises, with clear levels of information.

Digital experience

Interface and content application studies that demonstrate how the brand can guide a learning experience.

Your idea.
Our next conversation.

Tell me what you’re building. We’ll find the right creative direction together.

Let’s talk about it

One more story.

Next page in the sketchbook

VANYSIS

An AI creative operating system for a skin performance brand.

Explore the project