CHARBEL EFREM
One designer. The full spectrum.
I build visual identities and campaigns that hold their shape across every medium — social, digital, print, environmental.
/ 02 — Manifesto
I'm a diverse designer. Identity, campaign, social, environmental, print — they aren't separate disciplines to me, they're the colours that come out of the same beam.
The brief is the prism. My job is making sure everything that leaves the glass still belongs to the same light.
ضوء واحد · ستة ألوانOne light · Six colours
/ 03 — The Spectrum
Six clients.Six colours.
Hover to refract — click to enter
The light enters the glass
01 — Mazda Saudi
MAZDASAUDI
Campaign KVs · Social System · Product Storytelling
Dentsu · 2025—26
A feature-led social system for the CX-30 and CX-5. Every post teaches one thing — i-Activsense, SKYACTIV-G, Mazda Connect, KODO — without ever breaking the line of the car.
/ The grammar
One arc.
One feature.
One read.
A circular focus device isolates the feature without breaking the line of the car. Arabic and English sit on the same optical centre, weighted so neither reads as a translation of the other.
02 — King Abdullah Economic City
KAEC
Environmental · District Identity · OOH · Print · Digital · Social
Dentsu · 2025—26 · Lead account
KAEC isn't a product, it's a place — five districts, five different promises, one city that has to read as a single idea from a billboard, a brochure and a wall in a sales lounge.
Five districts · One city · One system
/ Movement I — Environmental
Built to hold at three metres
and at thirty centimetres.
/ Movement II — Digital & Social
One city, every screen.
/ Movement III — Print
Twelve spreads, one voice.
03 — HungerStation
HUNGERSTATION
OOH · Social Campaign · Carousel Systems · Seasonal Moments
Dentsu · 2025
Everything you need in one app — proved, not claimed. Back-to-school, National Day, the weekly run: the same structure restaged for the moment that actually matters to the household.
Slide one earns the swipe. Slide three closes it.
04 — MG Motors Saudi
MGMOTORS
Always-On Social · Seasonal Campaigns · DOOH · Offer Architecture
Dentsu · 2025—26 · Lead account
MG is one of Saudi's fastest-growing automotive brands, selling on value without wanting to look like it. The work keeps that line: a high-volume always-on system where every post carries an offer, a price, a model and a disclaimer — and still reads like a car brand people want.
Nine posts · One grid · One brand at feed scale
/ Environmental & DOOH
Same brand at 1/9th the size.
05 — Bupa Arabia
BUPAARABIA
Campaign Concept · Key Visual · OOH · Social Identity
Dentsu · 2025
مع · With you. One line, drawn for life. The idea is a single continuous line that never breaks — it becomes a family, a heartbeat, a hand, a file that follows you.
06 — Misk Foundation
MISK
Editorial · Campaign Concept · Brand Storytelling
Dentsu · 2026
Misk backs the people who look at a problem and see the answer. The editorial work puts the talent in frame at the moment of thinking, and lets the type do almost nothing.
حنا نشوف الاختبارات.
أنت تشوف الحل.We see the tests.
You see the solution.
The last colour
before the light recombines.
And leaves as six
/ 07 — Capabilities
What comes outof the glass.
Art Direction
Concept · Territory · Key visual · Retouching
Branding
Identity · Systems · Guidelines · Rollout
Campaign Design
KVs · OOH · Adaptation · Bilingual lockups
Social Media
Always-on · Carousels · Grids · Seasonal
Editorial
Brochures · Magazines · Reports · Print
Environmental
Signage · Interiors · Wayfinding · Activation
/ 08 — About
Lebanon taught me craft.
Saudi taught me scale.
I'm a graphic designer and art director working across campaigns, visual identities and multichannel brand communications for leading Saudi accounts — concept development, art direction, key visuals, social, digital and environmental design.
The work in between is the portfolio.
- 2018
Fabriano Liban Art Competition
Second place. The first sign it wasn't a hobby.
- 2021—24
USEK — BA Graphic & Advertising Design
Graduated with Honors. Built a full identity, guideline system and launch campaign presented to management alongside deans from LAU, AUB and USEK.
- 2025
Holcom ITG — Junior Graphic Design Specialist
Identities and guidelines across group companies, plus high-volume social. Learned speed.
- 2025 →
Dentsu — Graphic Designer
KAEC and MG Motors Saudi day-to-day. Bupa, Mazda, HungerStation, Qiddiya and IMO across campaigns and pitches. Learned scale.
/ Toolkit
PhotoshopIllustratorInDesignAfter EffectsFigmaMidjourneyAI-assisted retouching
Arabic — nativeEnglish — fluent
/ 09 — Contact
LET'S MAKESOMETHING
One designer. The full spectrum.
Looking for an Art Director seat where the range is a feature, not a footnote.