Hla Safwat
MULTIDISCIPLINARY DESIGNER

I build clear, scalable brand systems
across identity, digital, campaigns and content.

I work across brand identity, art direction, packaging, digital experiences, social content, motion and photography. My approach connects strategic thinking with disciplined visual systems and hands-on execution—from early concept development to final delivery.

Working languages
Arabic · English · Deutsch
№ 01Cairo VisionBrand System’26 № 02TalkSwiftBrand & Product’26 № 03GreeniumIdentity & Packaging’26 № 04YumpawBrand & Packaging’25 № 05NardaBrand System’26 № 06Power PackBrand Identity’26 № 07Social, at scaleSeven brand systems’26 № 08Film PostersPoster Design’23 № 09Marketing Strategy for a FilmCampaign Strategy’25 № 10MotionDirection & Film’26 № 11PhotographyStills’23—
Hla Safwat — selected work
01

Cairo Vision

Brand Strategy · Identity · Content · Digital Experience2026

The problem

Cairo Vision needed more than a visual refresh; it needed a clearer way to communicate expertise and the real value of its equipment.

The existing presentation focused on listing gear, but did not consistently educate customers, differentiate the business or connect discovery with booking. The challenge was to create one professional system across identity, content, equipment touchpoints and the digital rental journey.

The solution

A connected brand, content and booking system built around precision, education and cinematic storytelling.

The identity combines vision, aperture and framing into a flexible mark. The wider system extends into equipment identification, production materials, educational social content and a structured booking experience. Together, these touchpoints position Cairo Vision as both a rental partner and a trusted technical resource for filmmakers.

Scope
Brand strategy · identity · educational content system · equipment touchpoints · booking UX
Role
Sole designer — research, concept development, identity, applications and digital flow
Brand line
“Built for filmmakers.”
Cairo Vision — portfolio hero image
Cairo Vision — Page 01, case-study cover
Cairo Vision — Page 02, brand foundation
Cairo Vision — Page 03, logo exploration
Cairo Vision — Page 04, logo system
Cairo Vision — Page 05, colour and typography system
Cairo Vision — Page 06, brand touchpoints
Cairo Vision — Page 07, social-media system
Cairo Vision — Page 08, website and booking experience
Cairo Vision — Page 09, closing page
02

TalkSwift

Brand Strategy · Identity · Product Design · Campaign2026

The problem

TalkSwift needed a complete identity and product experience that could make language learning feel practical, human and easy to continue.

The concept required a clear value proposition, an understandable learning journey and a visual system capable of working across mobile, desktop, campaign and brand applications without losing consistency.

The solution

A unified brand and digital learning system organised around conversation, progress and confidence.

The work connects positioning, identity, user-journey mapping, interface components, mobile and desktop experiences, campaign communication and brand applications. Each page follows a consistent hierarchy so the product remains approachable while still feeling credible and scalable.

Scope
Brand identity · user journey · UI system · mobile and desktop experience · campaign applications
Role
Brand and product designer — strategy, visual system and interface design
Brand line
“Speak more. Connect more. Live more.”
TalkSwift — portfolio hero image
TalkSwift — Page 01, case-study cover
TalkSwift — Page 02, about the brand
TalkSwift — Page 03, problem and solution
TalkSwift — Page 04, user journey map
TalkSwift — Page 06, how the product works
TalkSwift — Page 07, design components
TalkSwift — Page 08, campaign and social experience
TalkSwift — Page 09, mobile experience
TalkSwift — Page 10, desktop experience
TalkSwift — Page 11, brand applications
TalkSwift — Page 12, closing page
03

Greenium

Brand Strategy · Identity · Packaging · Guidelines2026

The problem

Greenium needed a sustainable identity that felt credible and commercially distinctive rather than visually generic.

The brand had to communicate environmental responsibility across packaging and business materials while remaining clear, recognisable and flexible enough for a growing product range.

The solution

A restrained identity and packaging system that makes sustainability feel practical, contemporary and desirable.

The system combines a compact monogram, natural but disciplined colour, accessible typography and consistent product applications. The result gives Greenium a cohesive presence across packaging, stationery, campaign imagery and brand guidelines.

Scope
Brand identity · logo system · colour and typography · packaging · applications · guidelines
Role
Sole designer — concept, identity development and final brand system
Brand line
“Sustainable by choice.”
Greenium — Page 01, case-study cover
Greenium — Page 02, logo system
Greenium — Page 03, colour, typography and applications
Greenium — Page 04, sustainable product choices
Greenium — Page 05, campaign direction
Greenium — Page 06, brand summary
04

Yumpaw

Identity · Illustration · Packaging · Campaign2025

The problem

Yumpaw needed a complete pet-food identity with enough warmth to connect emotionally and enough structure to compete clearly on shelf.

The challenge was to create strong recognition across flavours, pack formats, retail environments, subscription materials and social communication without making the range feel fragmented.

The solution

A character-led identity and packaging family built for recognition, trust and range consistency.

The mascot, wordmark, colour-coded flavour system and modular packaging architecture create one recognisable family. The system extends naturally into point-of-sale, subscription packaging, social content and real-world retail applications.

Scope
Naming direction · mascot and wordmark · packaging family · flavour system · retail and social applications
Role
Brand designer — identity, illustration, packaging and applications
Brand line
“Good dogs deserve the best.”
Yumpaw — Page 01, case-study cover
Yumpaw — Page 02, problem and solution
Yumpaw — Page 03, concept sketches
Yumpaw — Page 04, visual identity
Yumpaw — Page 05, packaging system
Yumpaw — Page 06, brand applications
Yumpaw — Page 07, real-life applications
Yumpaw — Page 08, product presentation
05

Narda

Brand Strategy · Naming · Identity · Packaging · Digital2026

The problem

Protective home products solve a real need, but their medicinal and utilitarian appearance often makes them feel visually intrusive.

The opportunity was to redefine the category for design-conscious homes: protection needed to feel intentional, display-worthy and connected to a credible botanical origin.

The solution

A new protective home-fragrance proposition rooted in Ceylon citronella and designed as a cohesive family of scent objects.

The name Narda is derived from Cymbopogon nardus. That botanical source informs the logo, material language, pattern system, sculptural forms, packaging, digital experience and retail applications. The result turns a product normally hidden away into an object designed to belong.

Scope
Strategy · naming · identity · material language · packaging family · digital · retail and social
Range
Sculptural candle · cylindrical candle · outdoor candle · protective spray · bakhoor
Role
Sole designer — positioning, identity, packaging and brand experience
Brand line
“Protection, made beautiful.”
Narda — portfolio hero image
Narda — Page 01, case-study cover
Narda — Page 02, problem and solution
Narda — Page 03, naming
Narda — Page 04, object family
Narda — Page 05, logo system
Narda — Page 06, typography and colour system
Narda — Page 07, material language
Narda — Page 08, packaging system
Narda — Page 09, digital experience
Narda — Page 10, brand experience
06

Power Pack

Brand Identity · Packaging · Campaign Visual2026

The problem

Power Pack is a self-initiated fictional product concept that needed to make an intangible promise—focus—immediately understandable.

The challenge was to create a memorable category idea, a credible visual identity and a packaging structure that could function as a real retail object rather than a presentation-only mockup.

The solution

A high-energy identity built around one direct visual metaphor: an eye projecting a precision laser.

The symbol translates perception, speed and target focus into a single recognisable mark. A controlled neon palette, technical typography, icon system and production-aware packaging structure carry the concept across the product family and campaign presentation.

Scope
Naming direction · identity · icon system · packaging structure · dielines · finishes · campaign visual
Role
Sole designer — concept development through production-ready packaging artwork
Note
Self-initiated fictional product concept
Brand line
“Focus is power. Power is your edge.”
Power Pack — Page 01, case-study cover
Power Pack — Page 02, visual identity system
Power Pack — Page 03, packaging system
Power Pack — Page 04, product experience
Power Pack — Page 05, closing page
07

Social, at scale

Art Direction · Social Content · Campaign ProductionCircuit Scaling, Cairo · 2026 — ongoing

The problem

High-volume multi-brand production creates a constant tension between speed, variety and visual consistency.

The work spans fashion, activewear, accessories and lifestyle brands, each with different identities, offers, campaign priorities and asset limitations. Without a repeatable system, quality and brand accuracy decline quickly.

The solution

A scalable creative workflow combining concept development, art direction, adaptation, production and quality control.

I create and manage brand-specific content systems, translate commercial priorities into clear creative directions and adapt assets across formats while protecting product accuracy and visual consistency. The workflow is structured for speed without treating every brand as interchangeable.

Production
24–33 assets per day across a five-day weekly cycle
Selected archive
Seven brands · 152 final creatives across fashion, accessories and activewear
Responsibility
Concepts · art direction · production · adaptation · QA · designer onboarding
08

Film Posters

Poster Design · Art Direction · TypographyUnofficial concept work2023

The problem

A film poster has one frame to establish tone, hierarchy and emotional expectation.

The two selected films require opposite visual languages: Caramel depends on warmth, intimacy and layered relationships, while The Birds depends on unease, contrast and psychological threat.

The solution

Two distinct poster systems developed from the narrative and visual character of each film.

Typography, palette, image construction and composition were tailored to each story, then tested across poster variations and in-situ applications. The work demonstrates how one design discipline can produce very different outcomes when the concept—not a fixed style—drives the visual direction.

Films
Caramel (Nadine Labaki, 2007) · The Birds (Alfred Hitchcock, 1963)
Scope
Poster directions · typography systems · palettes · in-situ applications
Role
Sole designer — Adobe Photoshop and Adobe InDesign
Note
Unofficial concept work; not commissioned by or affiliated with the films or rights holders
Film Posters — section hero image
Film Posters — Page 01, Caramel direction
Film Posters — Page 02, Caramel direction
Film Posters — Page 03, Caramel system and applications
Film Posters — Page 04, The Birds case study
Film Posters — Page 05, The Birds direction
Film Posters — Page 06, The Birds direction
09

Marketing Strategy for a Film

Film Marketing · Campaign Strategy · Social Content · Audience EngagementConcept Strategy · 2025

The problem

A film launch needs more than a trailer; it needs an audience conversation that begins before release and continues after opening week.

The challenge was to build familiarity with the couples, introduce the film’s relationship themes without revealing the plot and create enough participation to turn promotion into culturally relevant discussion.

The solution

A phased campaign designed around character familiarity, provocative questions and repeatable audience participation.

The strategy connects pre-release social posts, short “Meet the Couples” videos, podcast appearances and a question-led billboard campaign with post-release scene recreations, actor–fan content and hashtag participation. Each channel has a defined role in moving the audience from curiosity to conversation and ticket consideration.

Campaign phases
Pre-release awareness · character introduction · theatrical launch · post-release participation
Channels
Instagram · TikTok · Reels · podcasts · outdoor media · creator and fan content
Role
Campaign strategy · concept development · content formats · audience journey · visual presentation
Marketing Strategy for a Film — social, video, podcast, billboard and post-release campaign overview
Who Will Say I Do marketing campaign showing social media posts, Meet the Couples videos, podcast appearances, billboard campaign and post-release content
Who Will Say I Do marketing strategy visual system covering photo posts, short videos, pre-release media and post-release audience engagement

The complete seven-page strategy expands the campaign rationale, content formats, rollout stages and projected performance assumptions across social media, podcasts, billboards and post-release engagement.

View full strategy PDF
10

Motion

Direction · Film · Edit · Visual Development · AI-Assisted Production2025 — 2026

My motion practice brings together filmmaking, art direction, editing, visual development and AI-assisted production. The work ranges from documentary and fashion film to campaign teasers, branded storytelling and experimental short-form visuals, with each piece shaped by concept, rhythm, atmosphere and purpose.

Motion, film and AI portfolio cover
Documentary

WITHIN

A documentary directed and edited during my filmmaking studies at the American University in Cairo, reflecting my approach to narrative, visual observation and post-production.

Within film poster

Post-Production — Sound and Edit

Post-production is where a film is actually made. These two pieces isolate that craft: one built entirely in sound, the other in the cut.

Sound design project still
Sound Design

Sound Design Study

A film rebuilt entirely through sound. Every element — atmosphere, foley, effects and mix — was designed and layered from the ground up to carry mood, tension and pace without relying on the image.

Role
Sound design · foley · mix
Runtime
2:45
Note
Best with headphones
Experimental — short film, edited by Hla Safwat
Editing

Experimental

A dark, atmospheric short exploring consequence, tension, and the feeling of being followed by one’s choices. Built from intimate close-ups and nocturnal street imagery, the edit works pressure rather than plot — holding the cut a beat too long, letting silence do what dialogue would.

Role
Editor · poster design
Focus
Rhythm · tension · restraint
Line
“Some choices follow you.”

MONSEI — Fashion Film, Campaigns and Visual World-Building

An evolving body of work developed across creative direction, concept development, visual world-building, storyboarding, editing and AI-assisted production. The films support brand storytelling, product reveal, launch communication and social engagement while maintaining a coherent cinematic identity.

MONSEI — Campaign and Launch Films

MONSEI — Concept Films and Visual Experiments

11

Photography

Fine Art Series · Art Direction · Retouching · Colour Grading2023

Capturing humanity. Emotion, identity, perspective.

Four fine art series, each built from a written concept before a single frame was shot. Monochrome by decision, not by filter — the absence of colour forces light, texture and gesture to carry the story.

A

About

Sheikh Zayed City, Giza — Egypt

I am a multidisciplinary graphic designer and creative working across brand strategy, identity, art direction, digital experiences, campaigns, social content, packaging, photography, motion and e-commerce.

I build complete visual systems rather than isolated assets. My process moves from research and positioning through concept, identity and application, then into the practical structures needed for launch, ongoing communication and production.

My background in graphic design and filmmaking allows me to connect strategic thinking with visual storytelling and hands-on execution. I work across long-term brand building and fast-moving client work, adapting ideas across platforms without losing clarity or consistency.

Alongside client work, I am the founder and creative lead of MONSEI, where I work across brand development, product storytelling, campaign direction, content, e-commerce and motion. This gives me a practical understanding of how design supports both creative ambition and commercial growth.

EducationBA Filmmaking — American University in Cairo · BA Graphic Design — Full Sail University
LanguagesArabic (native) · English (fluent) · German (fluent — Abitur, Deutsche Schule der Borromäerinnen)
DesignBrand strategy · identity · art direction · editorial · UI/UX · packaging · campaign design · typography
ProductionPhotoshop · Illustrator · InDesign · Premiere · CapCut · Shopify · AI-assisted image and motion production
CurrentlySocial media designer, Circuit Scaling · Founder & creative lead, MONSEI
AlsoTutor German & English to Abitur level — 2018 onwards