Islam Al-SaadawyCairo --:--:--

Visual artist and
graphic designer

Art direction
Photo manipulation
Key visuals
Campaign design

Based in Cairo.
Campaign work for brands
in the UAE, Egypt and Saudi Arabia.

Available for work[email protected]WhatsApp

I turn ideas into images from the first visual direction to the final campaign.

See selected work Get in touch

Islam Al-Saadawy

Bayara+NXN+EXEED+MOCCAE+DHL+28th Universal Postal Congress+EGBANK+O EAU+Emirates Racing Authority+WE / Nitro Prime+EMX+UAE Food Bank+Jeep+Rikaz+El Abd+Doha+BIG COLA+Imtenan+Three Chefs+There+SPLAT+Maxello+VOLT+Oxi+Familia+Papia+RAYA+Molfix+Bayara+NXN+EXEED+MOCCAE+DHL+28th Universal Postal Congress+EGBANK+O EAU+Emirates Racing Authority+WE / Nitro Prime+EMX+UAE Food Bank+Jeep+Rikaz+El Abd+Doha+BIG COLA+Imtenan+Three Chefs+There+SPLAT+Maxello+VOLT+Oxi+Familia+Papia+RAYA+Molfix+

Selected work

10 of 28

Food & beverage · UAEBayaraFrom ingredient to appetite.Open case study
Logistics · UAENXNConnection, across the distance.Open case study
AutomotiveEXEEDAdventure with composure.Open case study
Government & environment · UAEMOCCAEA visual voice for the environment.Open case study
LogisticsDHLMaking delivery visible.Open case study
Event · Dubai 2025 · UAE28th Universal Postal CongressPart of a global moment.Open case study
Banking · EgyptEGBANKEveryday friction. A new way forward.Open case study
Food & beverageO EAUA moment of cool.Open case study
Sports & editorial design · UAEEmirates Racing AuthorityFrame the achievement.Open case study
Motion designWE / Nitro PrimeGive the message a rhythm.Open case study

01 / 28 Bayara

Bayara

Discipline: Food & beverage
Market: United Arab Emirates
Client

From ingredient to appetite.

Context

Food and snack communication for Bayara’s UAE account, spanning organic ingredients, grilling and everyday snacking.

Visual idea

Make the ingredient part of the scene. Floating spices, oversized nuts and fresh garnishes give each product its own sensory world.

Execution

Warm light and natural surfaces frame the organic range. Fire-red colour and airborne ingredients change the mood for barbecue. Social executions retain bold product placement and concise headlines.

02 / 28 NXN

NXN

Discipline: Logistics
Market: United Arab Emirates
Client

Connection, across the distance.

Context

Shipping and courier communication for NXN’s UAE account, connecting personal deliveries with the needs of online businesses.

Visual idea

Three campaigns, each with a different starting point: the emotion of sending home, connecting an online store, and the flexibility of choosing a courier.

Execution

Merged locations turn a parcel into a bridge between people. Translucent storefronts give digital integration a tangible form. A shared blue surface brings multiple courier brands into one connected world.

Awareness campaign

Sending home.

Two places become one shared moment. Landmarks, light and architecture meet around a parcel handover, making distance feel smaller. The same idea carries into celebrations: a delivery becomes a way of keeping traditions close.

NXN × Waslah

From your store to their door.

A storefront grows from a parcel into a connected digital world. Translucent interfaces make the service feel approachable, while the flower-filled setting connects business growth with the possibilities of a new beginning.

Store integration carousel3 frames

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Waslah: switch couriers

More choice. One platform.

Different courier boxes share one continuous blue surface, with the products they might carry. One visual space holds many delivery options, expressing the freedom to switch couriers without breaking the flow of the business.

03 / 28 EXEED

EXEED

Discipline: Automotive
Client

Adventure with composure.

The driver’s calm presence sets the tone before the vehicle enters the story. Restrained colour, open landscapes and generous space give exploration a composed, premium character.

04 / 28 MOCCAE

MOCCAE

Discipline: Government & environment
Market: United Arab Emirates
My role: Campaign visual design
Client

A visual voice for the environment.

Selected campaigns for the UAE Ministry of Climate Change & Environment. From nature and public awareness to national and international events, each series gives its subject a distinct visual expression within the ministry’s identity.

Nikon Creators

A closer look at the natural world.

Wildlife photography becomes the starting point for an invitation to explore. The campaign brings the Nikon identity into a visual language shaped around nature, creators and discovery.

Nikon campaign4 frames

Plays with sound

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EACE 2026

Growing the conversation.

A warm, light visual system for the Emirates Agriculture Conference & Exhibition. Documentary images and a recurring leaf pattern connect the people, products and partnerships behind agriculture.

Agriculture conference campaign6 frames

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IUCN Congress

A shared future, in focus.

Bilingual event covers balance formal photography with clear editorial hierarchy. Deep blue overlays create a consistent space for the message.

Conservation

Make nature the main character.

Species, habitats and livelihoods take centre stage. Each composition gives the subject room to tell the story, with typography integrated into the environment.

Biodiversity & international agreements3 frames

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Reef heron carousel6 frames

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Environmental awareness

Complex topics. Clear visual stories.

Distinct carousel systems turn agricultural and environmental information into a sequence of focused, readable frames.

Crop rotation carousel4 frames

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Clean energy carousel4 frames

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Extended producer responsibility

One continuous conversation.

Three connected posts move from the question, to the idea, to its importance. Shared curves and a cream-to-teal palette carry the eye across the complete grid.

05 / 28 DHL

DHL

Discipline: Logistics
Client

Making delivery visible.

Context

A collection covering label-free shipping, delivery scenarios, seasonal occasions and GoGreen messages.

Visual idea

Make an invisible network feel immediate. Familiar sculptural figures using a phone give label-free shipping an unexpected, human entry point; oversized yellow parcels turn seasonal deliveries into part of the occasion.

Execution

The label-free series pairs familiar sculptural figures with a phone. Other executions place yellow parcels inside everyday settings; GoGreen work introduces natural imagery while retaining the yellow brand signature.

06 / 28 28th Universal Postal Congress

28th Universal Postal Congress

Discipline: Event · Dubai 2025
Market: United Arab Emirates
My role: Graphic designer · Creative team
Client

Part of a global moment.

Context

The 28th Universal Postal Congress brought an international community together in Dubai in 2025. I was there as part of the creative team.

On site

The agency’s media coverage supported a global gathering focused on the future of the postal sector. Being on site brought the work into a live, international environment.

My contribution

I was part of the creative team in Dubai as a graphic designer. These photographs capture moments from the event and the venue.

On site at the 28th Universal Postal Congress, Dubai 2025 — 28th Universal Postal Congress, Dubai, 2025

Inside the Congress hall, Dubai 2025 — Inside the Congress hall

A ceremonial moment at the Congress, Dubai 2025

UAE Office signage at the Congress venue

From the audience to the main stage, Dubai 2025

A moment from the Congress in Dubai — Moments from the day

07 / 28 EGBANK

EGBANK

Discipline: Banking
Market: Egypt
My role: Concept development · Campaign visual design
Client

Everyday friction. A new way forward.

Context

Drive Now is an EGBANK car-loan campaign built around familiar transport frustrations in Egypt. The work also includes a separate campaign for Freely, EGBANK’s offering for freelancers.

Visual idea

“متركبش الصعب، اركب عربية” turns a practical banking offer into a human story. Metro and Late Night Ride explore two everyday journeys through relatable, short-form films.

My contribution

I developed the concepts for the Metro and Late Night Ride films and worked on the campaign visuals. The work brings narrative situations, expressive imagery and EGBANK’s turquoise identity into one campaign.

Drive Now

The ride you wish you could skip.

Car-loan campaign. Film concepts and campaign visual design.

The creative idea

A familiar problem, taken one step further.

Small travel frustrations become recognisable scenes with an unexpected twist. Egyptian humour and conversational copy turn “the hard way” into something you can see.

متركبش الصعب، اركب عربية

Metro

An ordinary metro ride becomes a comic exaggeration of the daily commute. The central passenger is squeezed into an absurdly uncomfortable situation, with a fellow traveller dressed as if the journey needs survival gear. The film and the visual make “متركبش الصعب” literal: this is a ride you would rather leave behind.

Plays with sound

Late Night Ride

A quiet street after midnight shifts the idea from the pressure of a crowded commute to the uncertainty of getting home. The atmosphere does the storytelling, giving the same campaign line a different kind of tension.

Plays with sound

Freely

What does freedom mean to you?

Freely / فري.لي — a campaign for freelancers. Expressive portraits, bold turquoise and playful compositions put independence at the centre of the story.

Freely campaign carousel4 frames

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08 / 28 O EAU

O EAU

Discipline: Food & beverage
Client

A moment of cool.

The bottle becomes the centre of a miniature summer escape. Oversized scale, clear blue light and beach details make refreshment feel like a place you can step into.

09 / 28 Emirates Racing Authority

Emirates Racing Authority

Discipline: Sports & editorial design
Market: United Arab Emirates
My role: Campaign visual design
Client

Frame the achievement.

Selected racing communication for ERA. Bilingual typography, race photography and considered layouts give each result a clear, recognisable presentation.

Racing highlights

The moment belongs to the winner.

Race photography, refined type and translucent panels frame the result. Each series has its own mood while retaining a consistent place for the horse, owner and race information.

Goodwood winners3 frames

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Winners series3 frames

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10 / 28 WE / Nitro Prime

WE / Nitro Prime

Discipline: Motion design
Client

Give the message a rhythm.

Bold Arabic typography and generous purple space make each phrase a distinct beat. Changes in scale and composition carry the sequence forward while keeping the offer easy to follow.

Bumper

Plays with sound

Bonus

Plays with sound

Tactical

Plays with sound

11 / 28 EMX

EMX

Discipline: Logistics
Market: United Arab Emirates
Client

Distance, connected.

Selected EMX campaigns spanning fulfilment, freight and specialist perfume delivery. Parcels, people and products connect the service to a clear visual story, within a consistent blue brand world.

Warehousing & fulfilment

From the warehouse to everyday life.

Two environments meet in one continuous scene. The parcel and its handler connect the scale of the operation with the ease of the customer experience.

Freight & delivery

Give logistics a visible story.

Scale, perspective and the blue brand world turn delivery services into bold campaign images.

Perfume campaign

Special care, made visible.

The packaging becomes a stage for the product. Glass, cushioning and carefully handled parcels communicate the attention a fragrance needs, across a series of distinct carousels.

Specialist perfume handling3 frames

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Regional perfume shipping3 frames

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12 / 28 UAE Food Bank

UAE Food Bank

Discipline: Social impact
Market: United Arab Emirates
My role: Campaign visual design
Client

Turn purpose into participation.

A series of visual messages around food, impact and participation. The brand’s green and orange palette connects statistics, natural imagery and a direct donation message.

Impact & participation

A simple image. A shared purpose.

Generous typography makes the milestone visible. A single ear of wheat gives the goals a focal point, while the orange brand shape connects the donation message to everyday action.

13 / 28 Jeep

Jeep

Discipline: Automotive
Client

The freedom to take another route.

Context

Exploration is expressed through a changing world around the same vehicle. Each setting introduces a different feeling: immersion in the forest, openness in the desert and isolation in the snow.

Visual idea

Use the landscape to express capability. The vehicle stays dominant while terrain, atmosphere and colour establish a different driving experience.

Execution

Warm desert light, cool snow and deep forest greens separate the scenes. Large Jeep typography anchors the series while the vehicle remains the visual focal point.

14 / 28 Rikaz

Rikaz

Discipline: Real estate
Market: Saudi Arabia
Client

Architecture as the story.

Context

Architectural and lifestyle communication for Rikaz’s Saudi Arabian account, presenting property through its spaces, materials and everyday experience.

Visual idea

A place is understood through what it feels like to inhabit it. Architectural crops establish scale and material, while light, landscape and moments of daily life bring that sense of place closer.

Execution

Warm neutral layouts frame architectural details and interiors. Other executions move closer to lived experience through people, landscaping and full-height property imagery.

15 / 28 El Abd

El Abd

Discipline: Food & beverage
Client

The rituals make the occasion.

Eid lives in the small details: a tea glass, a plate of kahk and the warmth of home. Keeping the moment close and familiar lets the product belong to the celebration.

16 / 28 Doha

Doha

Discipline: Food & beverage
Client

Bring the restaurant moment home.

The pleasure of eating out is brought into an everyday home setting. Appetite leads the scene, while the characters’ reactions and contrasting colours give a familiar meal a little theatre.

17 / 28 BIG COLA

BIG COLA

Discipline: Food & beverage
Client

Turn up the occasion.

An oversized bottle makes each occasion feel larger than life. Sunny colour, playful scale and energetic compositions carry that attitude from beach days to football and back-to-school moments.

18 / 28 Imtenan

Imtenan

Discipline: Food & beverage
Client

Make room for a pause.

Soft morning light, floating botanicals and a warm cup create a small escape from the day. The gentle composition gives the ingredients room to tell their story.

19 / 28 Three Chefs

Three Chefs

Discipline: Food & beverage
Client

Fast can still feel like a feast.

The finished burger carries the appetite appeal, while airborne cheese and a bright kitchen keep the image lively. The composition brings convenience and the pleasure of a freshly assembled meal into the same moment.

20 / 28 There

There

Discipline: Social media
Client

Imagine the company you could keep.

An empty office becomes a space of possibility. Expressive portraits and oversized names imagine a different kind of creative company, while a shared colour and type system connects the three compositions.

21 / 28 SPLAT

SPLAT

Discipline: Personal care
Market: Saudi Arabia
Client

Give each formula a world.

Shells, water and botanical cues translate the ranges into distinct sensory settings. These visual associations give each product its own character, with consistent scale and placement keeping the collection connected.

22 / 28 Maxello

Maxello

Discipline: Food & beverage
Client

A snack with a big personality.

Close-up perspective pushes the pack into the viewer’s space. Exaggerated scale, expressive faces and stretched typography turn an ordinary snack stop into a playful interruption.

23 / 28 VOLT

VOLT

Discipline: Food & beverage
Client

Energy, even on ice.

A chilled shelf becomes a charged stage for the can. Ice, electric light and concentrated colour give a quiet product moment a sense of stored energy, carried into the wider social series.

24 / 28 Oxi

Oxi

Discipline: Home care
Client

Part of the everyday rhythm.

The product sits inside the routine rather than outside it: beside the washing machine, within a familiar home. Clear light and uncluttered composition give the daily task a reassuring sense of order.

25 / 28 Familia

Familia

Discipline: Home care
Client

A familiar face in a new scene.

A playful character moves through recognisable settings, turning everyday situations into little stories. The tissue pack stays part of the action, so product and personality share the same world.

26 / 28 Papia

Papia

Discipline: Home care
Client

Softness takes a summer break.

The tissue pack becomes a beach towel, with a hat, sandals and sunscreen completing the scene. This change of scale turns a familiar product into a light-hearted summer setting.

27 / 28 RAYA

RAYA

Discipline: Retail
Client

Your next ride could drop in.

An open road creates possibility, while parcels descending from the sky add a playful sense of chance. The scooter anchors the scene so the giveaway feels like the start of a new journey.

28 / 28 Molfix

Molfix

Discipline: Personal care
Client

Small steps. Big imagination.

A baby’s first movements become the beginning of an imagined adventure. Hand-drawn astronaut details bring the parent’s hopes into the room without losing the warmth of the real moment.

About

Designing since 2022

Islam Al-Saadawy in Dubai

I’m Islam Al-Saadawy, a self-taught visual artist and graphic designer based in Cairo, Egypt. My practice focuses on advertising, photo manipulation and art direction.

What I do

Art direction: Finding the visual language: mood, colour, composition and a clear focal point.
Photo manipulation: Bringing photography, products and environments together through light, perspective and detail.
Key visuals: Giving a campaign idea one memorable image, with the product and message at its centre.
Campaign design: Carrying a visual idea across different formats while keeping its character consistent.
AI-assisted visual creation: Using AI tools to explore ideas and develop visual elements, then shaping the final image through art direction, compositing and retouching.
Social content: Adapting the story into focused, expressive visuals for the feed.

Where I’ve worked

InFocus Media (UAE)Senior Graphic DesignerAug 2025 – present
Mention / Influence CommunicationsSenior Graphic DesignerJul 2024 – Jun 2025
BsocialGraphic DesignerMay 2023 – Jul 2024
Eagles AgencyGraphic DesignerOct 2022 – May 2023
Go DigitalGraphic DesignerJan 2022 – Jul 2022