The Founder’s Office is an official body under the Presidential Court of the UAE. It documents the official narrative and preserves the legacy of the late Sheikh Zayed bin Sultan Al Nahyan, keeping it alive as a set of values and a source of inspiration for future generations. I am honoured to contribute through creative writing and in-depth research in classical books and references, documenting the noble values and rare sayings of Sheikh Zayed.

DCD leads the social sector agenda in Abu Dhabi, working toward a cohesive society with a high quality of life. I wrote the creative content for three of its initiatives:

Medeem: encourages young Emiratis to marry and build stable families through programmes and benefits for those about to marry. I wrote its content in Emirati dialect, because it is the closest to people’s hearts.

The Emirati Family Growth (Numou): supports families on their journey, from formation to growth and stability.

Nabdh: integrated community centres close to residents’ homes, offering spaces that meet their needs and encourage participation in community programmes.

NCM is a UAE government body based in Abu Dhabi, responsible for monitoring weather and climate. I work there as a science content writer, simplifying specialist information on weather phenomena and climate, and presenting it in clear language accessible to the public.

I served as head of content for the Saudi Pavilion throughout the six-month project. My work covered media content, from news to public relations, as well as marketing and creative content in Arabic and English.

Media, marketing and creative content
Identity launch video
Media plan

I worked with the Ministry of Finance on an eight-month internal communications project for its 5,000 employees. I started as a content writer (internal news, surveys, awareness scripts), then managed the project and helped prepare and run internal events for national and international days.

World Savings Day video (Arabic)
Cybersecurity awareness video (Arabic)

An urgent project in which I delivered an advertising campaign to launch the Reserve’s identity and built the communication and marketing strategy for its fourth phase, to raise awareness of the Reserve’s activities and attract audiences on social media.

Communication and marketing strategy (Arabic)
Identity launch campaign (Arabic)

An enjoyable project in which I created the verbal theme “Harbours of Culture” (مرافئ الثقافة) and wrote live coverage after every seminar and workshop, marketing content to attract the target audience, and promotional content for the fair’s events and side activities.

Jeddah Book Fair 2023 event (Arabic)

Digital presence strategy (Arabic)
Trademarks guide (Arabic)
Industrial designs guide (Arabic)

Social media content (Arabic)
Introductory brochure (Arabic)
National Day 90 video (Arabic)

2021 event report (Arabic)

Lammat Qarmasha account (Arabic)

Social media content (Arabic)
Motion graphic: What is a brand? (Arabic)
Western-style brand naming (Arabic)

Jadah 30 script (Arabic)