Interview Videos | FINTECH22

Australia Business Forum is a company that organises events for the business community. One of their flagship events is a Fintech event held in Sydney and Melbourne. My task was to create a visual direction and develop the design materials for the 2023 event. The logo was already developed and had been used in previous years.

My Role: Visual Direction, Design, Video & Motion
Position & Company: Multimedia Specialist, ABF Events

<< EXPLORE THE PROCESS >>

Due to technical challenges with setting up the space, I opted to shoot all the interviews in 4k on a static shot and digitally add various elements to the shot to dress it. Here is an excerpt from one of the interviews.

Role: Videography, Editing & VFX

<< EXPLORE THE PROCESS >>

BRANDING | Maldives Stock Exchange

The Maldives Stock Exchange has been operating since 2008, making it a relatively recent concept compared to its counterparts in other developing nations.

My Role: Co-Brand Development & Creative Director
Designer and Art Directing: Ashward

The client sought to rebrand with a focus on positioning themselves as a friendly and approachable institution. They also wanted their new branding to embody the core values of “Trust” and “Growth.”

The existing logo featured a stylized infinity symbol, which the client wished to preserve as the foundation of the rebrand. Building on this, we developed a concept inspired by the themes of Confidence and Infinity—confidence in delivering positive returns and fostering the continuous growth of wealth. This approach allowed us to retain the essence of the original logo while aligning it with the client’s vision for a fresh and meaningful identity.

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Research & Sketces

The root of the visual elements is a square, a representation of a digital pixel. This was inspired by the large digital screens we see in stock exchanges. This form of “led display element” is synonymous with much of the imagery that we see portrayed in financial institutions.

A pixel also represents a start of a larger image, synonymous with the initial investment and the idea of growth.

In addition, we designed the placement of the visuals in such a way that the patterns can potentially run seamlessly when they are placed adjacent to each other in whatever direction.

Excerpts from the brand guide

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Visual Direction | DGtek, FG & Pineapple Net

DGtek is a company based in Melbourne that provides fibre internet for businesses and the public. They have three major brands; DGtek, Pineapple Net and FG Telcom

Their goal was to establish distinct visual identities for each of the brands that set them apart from each other and effectively communicated with their respective target audiences..

Role: Visual Direction, Design & Motiongraphics
Company: Digital Marketing Assistant, DGtek

This was the initial visual style that was used
The social media pages and other visuals for the three companies; DGtek, Pineapple Net and FG Telecom did not seem to have a cohesive brand story and a visual style. My goal was to establish a style for stills, videos and motiongraphic materials for each of these products..

The colour palette and design elements were all derived from the already established logos.

The curves of D and G were used as a visual element for DGtek visuals. This element will also be animated for moving images.

Pineapple net needed to be fun and youthful

As Pineapple Net was a technology firm, I believed it was important for their brand to demonstrate innovation and a futuristic digital presence. To achieve this, I opted to incorporate the parallax effect by creatively manipulating static images and merging them with motion

FG Telecom bored the hexagon on its logo as an element that will be used in the materials.

RESULTS

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DGtek

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Pineapple Net

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FG Telecom

Integrated Waste Management Communication Campaign

The Ministry of Environment & Technology in the Maldives and World Band had partnered in establishing an integrated waste management system in various regions of the Maldives Islands. A communication campaign was needed to create awareness amongst the public on various aspects of the system.

My Role: Creative Director
Communication Consultant: Ali Saeed
Designer: Ashward | Motiongraphics: Imad (Dami) | Web: Haris & Inad (Code Fly)
Agency: Emmenge
Client: Ministry of Environment, Climate Change and Technology, Maldives

I collaborated both remotely and on-site with a creative team to develop and execute the campaign. Through our research, we discovered that traditional stock assets had minimal impact on the local population. To address this, we devised a strategy centred on empowering the residents of each island to create materials and share stories unique to their communities.

Our approach focused on establishing a platform that celebrated local perspectives and fostered community engagement. We proposed three key channels to bring this vision to life: a dedicated website, a physical newsletter, and kiosk-style noticeboards on the islands. These channels were designed to ensure accessibility and to amplify the authentic voices of each community.

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Communication strategy & plan

The communication consultant, Ali Saeed was the lead in developing the plan.

Excerpts from the Visual Guide

We also proposed the use of children to deliver key messages on a national level. The periodic newsletters are developed and delivered by school children.

A structure on one of the islands converted to a kiosk where the newsletter is presented in printed form

National level videos have already been delivered

The lead in developing the strategy is the communication specialist Ali Saeed

The government of the Maldives have made the Fasgandu campaign their national campaign for waste management. The strategy and the tools we have set will be rolled out to several islands in the coming months.

Branding & Communication for Urban Isle

Urban Isle is a new tourist destination island that is being developed in the Maldives. The island is an artificial island built by reclamation of a shallow lagoon. This island will join another island that is becoming an urban hub.

I took the lead in developing the branding and communication strategy for this unique project. The island, entirely human-made, was constructed in the middle of the ocean—a remarkable feat that inspired the creative direction.

To reflect this ingenuity, I wanted the branding process to incorporate a physical, tactile element that mirrored the island’s creation. The logo became the starting point for this vision. Drawing inspiration from the Japanese art of Suminagashi, we used this traditional technique to create flowing patterns on water—an approach I found symbolic of the process of forming an island in the ocean. These patterns became the foundation of the brand’s identity, blending creativity with the essence of its story.

My role: Branding, Comms Strategy and Creative Director
Art Director & Key Design: Ashward
Designer: Sithna
Agency: Marcomms
Client: Urban Isle, Hulhumale Development Corporation.

Research

Visual Direction and Initial sketches

** Images used in the below document are borrowed from the internet. These are appropriated to show possible visual direction and are intended for internal use only.

Excerpts from the Brand guide

- In-store catalog for Janome -

The design for an A4 , 8 page in-store mailer is almost complete and printed. I have kept the design minimal with the images and copy as the center of attention.

ROLE: Design & Layout

Women Participation & Empowerment

Flyer design around the idea of female participation in leadership roles.

Miyaheli Branding | UNDP Maldives

Miyaheli is an initiative by UNDP in the Maldives, marking the first-ever Social Innovation Camp in the country. This event provides a platform for young people to brainstorm, collaborate, and develop innovative solutions to address challenges and improve their communities.

I was tasked with the responsibility of creating the branding and a communication direction for this event. Given its focus on youth, I aimed to design visuals that were vibrant, playful, and approachable—steering away from overly formal aesthetics. To capture the spirit of creativity and innovation, we incorporated a collage-like style into the visual elements. This approach symbolised the process of “making, creating, and building,” serving as a visual metaphor for the act of innovation itself.

The resulting branding underscored the event’s mission to empower the next generation of changemakers in the Maldives.

My Role: Branding & Creative Directing | Motiongraphics
Key Designer: Ashward
Agency: Emmenge
Client: UNDP Maldives

My Initial sketches

Printed posters

Short call for participants video

Animated Gifs

Highlights from the first camp

Criminal Procedures Act | Maldives Attorney General's Office

The Maldives Attorney General’s Office sought to develop a campaign aimed at raising awareness about the Criminal Procedures Act among the public, institutions, and other stakeholders. The goal was to ensure that all stakeholders clearly understood their rights, responsibilities, and the boundaries defined by the Act, fostering greater compliance and informed participation.

ROLE: Communication Strategy & Visual Direction/Creative Director/Art Director
Illustrations: Eman Rasheed | Motiongraphics: Ahmed Imad (Dami) | Layout Designers and Finished artists: Farhad & Dhahau | Additional designer: Ali Rishwan
Agency: Emmenge | Client: UNDP Maldives & Maldives Attorney Generals Office

The content that needed to be communicated was, unfortunately, dense and dry legal material, which posed a challenge in capturing the audience’s attention. To overcome this, I decided to adopt a visually engaging and stylized approach that would make the information more accessible and appealing. After careful consideration, we chose a “graphic novel” style, incorporating dynamic visuals, storytelling elements, and vibrant designs to bring the content to life. This creative approach allowed us to deliver the information effectively across various mediums, ensuring that it resonated with a diverse audience

Wall posters to be framed and hung on their office foyer
Illustrator: Eman Rasheed | Finished Artist: Farhad

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TV spots using the illustrated style and motion.
Illustrations: Eman Rasheed. Motiongraphics: Inthi & Imad (Dami)

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Print publication
Illustrations: Eman Rasheed. Layout and Design: Dhahau Naseem

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Some of the web graphics
Illustrations: Eman Rasheed. Finished Art and Design: Farhad

In-store Mailer | Janome

The designs for the in-store mailer for New Zealand and Australian stores.

My Role: Design and Layout

"Let's Connect" Campaign | SMARTCOM

“Let’s Connect” (ހިންގާ ގުޅެން) is the inaugural campaign created for SmartCom, designed as a brand awareness initiative to encourage users to engage with the company’s social media platforms.

I conceptualized and designed the templates for the digital assets, with the campaign centred on celebrating the everyday service providers who contribute to the city’s vibrancy. The idea was to connect with these individuals and their businesses, emphasizing the role SmartCom plays in fostering connections.

Billboards and printed materials featured QR codes, making it easy for users to access social media profiles and learn more about these local providers. The project reinforces the message that SmartCom is all about bringing people together and enabling meaningful connections.

My Role: Communication Strategy & Visual Direction
Agency: Marcomms
Client: Smartcom, Hulhumale Development Corporation

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Fintech22 Promo Video

Australia Business Forum is a company that organises events for the business community. One of their flagship events is a Fintech event held in Sydney and Melbourne. My task was to create a visual direction and develop the design materials for the 2023 event. The logo was already developed and had been used in previous years.

My Role: Visual Direction, Design, Video & Motion
Position & Company: Multimedia Specialist, ABF Events

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Political Campaign

Hisaan is running for the Baa atoll constituency in the Maldives. She represents one of the few female contestants.

The strategy for the campaign is to bring the constituents to the foreground in all the materials and share their stories rather than highlight the candidate.

ROLE: Communication Consultant & Creative Director
Art Director/Designer: Ashward
Cinematographer: Mohamed Shuau
Studio: Emmenge

• She went on to win the seat

Three Journeys with UNDP

A short story around the work UNDP is doing in the Maldives.

Director: Fazail Lutfi | Writing: Aecha Adam | Edit: Fazail Lutfi, Mohamed Shuau | Cinemetagrapher: Mohamed Shuau, Mushid Mohamed, Ismi | Motiongraphics: Dami | Agency: Emmenge | Client: UNDP Maldives | Format: HD | Country: Maldives

The Atoll Ecosystem Conservation Project

In 2004, the Atoll Ecosystem Conservation (AEC) project was initiated to try to conserve the environment in and around the Baa Atoll, supported by the United Nations Development Programme (UNDP) and financed by the Global Environment Facility (GEF). The ultimate aim was that the project would become a model of conservation for all atolls in the Maldives.

Directed & Co-Written by Fazail Lutfi | Co-Written by Ifham Niyaz | Camera by Mohamed Khayyam Adam | Edited by Ahmed Saeed | Developed and Produced mooinc