Me without filters

Where I'm From

I was born and raised in Algeria. I grew up spending probably more time than I should have on computers, obsessing over how things looked and why some things just felt better designed than others. Eventually, that turned out to be useful.

What I Used to Do

I started designing long before I knew what UX, product design, or creative direction really meant. Over the years, I worked across graphic design, branding, websites, and pretty much anything that involved moving pixels around until they felt right. Somewhere along the way, “I like making things look good” became an actual career.

Where I've Worked

I worked at Khelfallah Consulting and Alchemy Arts, where I built my experience across design, branding, and creative work. Along the way, I founded Sekoir and later Sekoir Marketplace, which gave me my first real taste of building products of my own. In between all of that, I freelanced on Fiverr, working with clients from around the world on hundreds of projects.

What I Do Now

Today, I'm a Creative Director and Designer based in Algeria, working across brand identity, UX, product design, and digital experiences. I've spent 10+ years designing things for clients, companies, and increasingly, products of my own. Most recently, I've been building Edriso, an education platform for students in Algeria, where I've had the chance to think beyond the interface and work across product, strategy, brand, and execution.

Where I'm At Now

These days, I'm somewhere between designer, creative director, product person, and founder. I still care deeply about typography, grids, and whether something is two pixels off, but I'm increasingly interested in the bigger question: should we be building this thing in the first place?

What I'm Looking For

Products worth caring about, difficult problems, and people who are exceptionally good at what they do. I'm especially interested in the space where design, technology, and AI meet and in building digital products that don't just look better, but genuinely work better.