Amaal Mustafa

Creative Brand Manager specializing in building and elevating fragrance brands through refined visual storytelling, strategic positioning, and immersive brand experiences. I lead the full branding function across a multi-brand portfolio, shaping identities that translate seamlessly from product to campaign to retail environment. My work is rooted in creating cohesive brand universes—where packaging, content, and space come together to express a clear, distinctive, and memorable identity. Working closely with senior management, I drive brand direction across UAE, KSA, and Oman, ensuring consistency, innovation, and alignment with business growth and market expansion. My scope includes: -Defining and evolving brand identities and guidelines across all brands. -Leading creative direction for campaigns, launches, and visual storytelling (from concept, mood boards, and scripting to final execution). -Developing launch concepts, themes, and full creative direction for brand events, working closely with event and production agencies to define the experience and flow. -Overseeing the creation of all event-related content, ensuring a cohesive narrative across visuals, communication, and on-ground execution. -Overseeing packaging design and production, in collaboration with international suppliers to achieve premium finishes and materials. -Shaping digital presence through curated content, including AI-generated visuals, videos, and e-commerce assets. -Directing retail experiences and visual merchandising to ensure a consistent and elevated brand presence across markets. -Aligning branding efforts with marketing, production, and distribution through structured planning and execution. -My approach blends creativity with precision—focusing not only on aesthetics, but on building brands that are strategically positioned, experientially rich, and designed to leave a lasting impression.

- Manage a portfolio of clients, developing and implementing branding solutions and strategies that align with their business objectives.- Work Closely with the creative director, the design team and brand strategist to effectively develop and execute branding concepts, marketing materials and strategies. - Manage briefs, budgets and timelines for multiple branding projects simultaneously. - Collaborate with artists, animators, copywriters, photographers and suppliers to develop cohesive visual and written branding ideas and solutions. - Act as the main point of contact for clients and maintaining strong relationships by providing exceptional customer service, design and production solutions.

- Conceptualize and direct photo and video shoots, overseeing all aspects of production, location scouting, casting, styling and props, lighting and sound design, and editing. - Manage a team of photographers, videographers, editors, and designers, ensuring that all creative materials and visual content are aligned with the brand guidelines. - Develop innovative brand identity, packaging, product designs, and marketing collaterals. - Work closely with manufacturing partners to ensure that designs are feasible and cost-effective to produce and meet quality and deadlines.

- Innovate, design and develop products and packaging for all brands under Huda Beauty Group Of Companies (Huda Beauty, Kayali, Wishful and Glowish). - Create new brand identities and product concepts. - Design Marketing materials for all brands.

Manage a team of designers, copywriters, photographers and digital media developers. - Create brand and re-brand strategies, guidelines and identities. - Build brand awareness and perception in the market though innovative products and visual communication. - Manage end-to-end photo and video shoots including art directing and styling. - Develop innovative and unique product and packaging designs and identity resulting in high market demand. - Drive brand growth by developing, maintaining, and upgrading brand positioning at retail and online platforms. - Develop interior concept  designs for retail shops, kiosks, and promotional stands by overseeing interior designers. - Designing visual merchandise concepts for new launches and seasonal campaigns. - Evaluate, test and select fragrances as being part of the fragrance commitee.

- Co-Founder of Caffeine Design – a branding and advertising agency based in Dubai. - Managed brands and accounts, including developing creative concepts and designs catered to client’s needs.

- Develop designs and concepts for all branding and marketing materials. - Collaborated with account managers, marketing specialists, copywriters, graphic designers, sketchers, and 3D designers to generate effective creative work. - Meet with clients to determine, present and fine-tune creative directions.

- Managed multiple clients and provided them with creative concepts and designs. - Design concept for different marketing and branding materials, slogan development, corporate identity, packaging, stand design, exhibition displays and printing solutions.

- Brainstorms with the Creative Director, the Copywriter and Client Services to develop a total communications plan. - Conceptualize and visualize ATL and BTL campaigns based on a strategic communications brief. - Provides pre-production planning and art direction for photography requirements.

- Worked closely with the creative team and clients in developing ideas and design elements. - Establishing visual themes and brand guidelines for different design, interior and branding materials projects.