The work described below is listed from newest to oldest. Feel free to drop me an email for more examples or further details; my email address can be found in the About section.

Al Tayer Digital

For those who are not familiar with the retail landscape in Dubai, here’s the tl;dr on Al Tayer: it is one the Emirates’ oldest groups, around since 1979 and mostly known for its success in the automotive and retail worlds. There is now a Digital department within Al Tayer Retail, that has launched several e-commerce websites since 2016, including both established brands (establishing their presence in the Gulf region) and own concepts:

  • Mamas & Papas (2016): the famous British baby brand and ATD’s first digital venture

  • Ounass (2016): the Middle East’s leading luxury retailer

  • Nass (2017): designer styles, outlet prices

  • GAP.ae (2017): this one needs no introduction

  • Nisnass (2018): fast-fashion, Ounass’ little sister

  • Ounass Men & Ounass Kids (2019): because the rest of the family was feeling left out when Ounass only catered to women

Across that whole digital portfolio, my role has been to shape the brand voice of our web content (for the ATD’s own-concept website) ahead of launches and to manage content production created by my team, working closely with our in-house Studio Team.

Similarly to what I did at Farfetch, I helped shape the production software ATD is currently using (Studio Bridge) to our needs, to increase productivity and quality.

Click through below to see examples of the content produced at ATD.