Category: Works

Client
Sam Home

Services
Corporate Identity, Branding, Logo Design, Digital Marketing

Year
2017-2022

Sam Home is a well-established chain of department stores in Iran, offering a curated range of housewares, furniture, and home accessories. Since its launch in May 2018, the brand quickly earned the trust of middle-class families—expanding to 11 branches across 5 cities in just a few short years.
I had the opportunity to build Sam Home’s visual and verbal identity from the ground up. The goal? To create a warm, approachable, and modern brand personality—one that tells customers they can find both affordable and premium products under one roof, compare a wide variety of brands, and shop with confidence.
In addition to crafting the brand, I also designed and developed sam-home.com, the official e-commerce platform. It soon became a serious competitor to much larger online retailers—proving that a strong brand paired with a smart digital strategy can punch well above its weight.

Note: I am no longer affiliated with Sam Home, and this case reflects work completed during my time with the brand.

Client
Sam Home

Services
Corporate Identity, Branding, Logo Design, Illustration

Year
2019

Sam Kids is a lively playhouse and toy store for children aged 3 to 8, and a vibrant sub-brand of Sam Home. When I took on this project, I saw the perfect opportunity to blend nostalgia with creativity. Barbapapa, my own childhood favorite show, inspired the playful characters that became the heart of Sam Kids. These whimsical figures acted as joyful, engaging messengers, connecting emotionally with both kids and parents alike.
Beyond crafting the corporate identity, I collaborated closely with the interior design team to bring the concept to life in the physical space. I creatively infused marketing elements into the design, transforming the store’s walls and play areas into whimsical, interactive environments that sparked imagination and encouraged exploration.
To round out the experience, I designed social media content, stationery, and promotional items that harmonized with the overall brand vision. The result was a seamless, immersive brand experience that captivated families, making Sam Kids not just a store—but a destination for joy, creativity, and fun.

Client
Lida Nobakht

Services
Brand Creation, Corporate Identity, Logo Design, Website Design

Year
2014

Lida Noba is a niche fashion brand born from the vision of Swiss-based designer Lida Nobakht. Blending the elegance of Iranian visual heritage with the sleek sophistication of contemporary European style, the brand offers a premium clothing line that feels both timeless and modern.
The brand’s identity was inspired by the poetic geometry of traditional Iranian architecture—ornate windows, historic mansions, and the stories they quietly hold. With a minimalist lens, I reimagined the initials L and N into a symbolic window form, creating a logo that not only captures the essence of the brand, but also serves as a visual bridge between cultures.
This design philosophy extended naturally into the digital space, shaping the look and feel of the website—where tradition meets innovation in every detail.

Client
Sam Home

Services
Creative Direction, Art Direction, Graphic Design

Year
2020

Inspired by the warm and vibrant traditions of Persian culture, the Takhfif-Baroon campaign drew its inspiration from Jahaaz-Baroon, a beloved pre-wedding ceremony symbolizing generosity and togetherness. Launched in June 2020 by Sam Home, a leading chain of department stores specializing in home appliances, this campaign was designed to encourage consumers to purchase bundles of products, offering practical savings and value for middle-class families. Targeting segments B and A, it resonated with customers across Iran’s major cities — including Tehran, Mashhad, Isfahan, and Shiraz — making home upgrades more accessible and affordable for a broader audience.

Client
360º Creative Solutions

Services
Brand Creation, Creative Direction, Art Direction, UI/UX

Year
2015

During my collaboration with 360º Creative Solutions, I had the privilege of designing and developing a range of innovative applications, including Appomobil—a car service and expense tracker designed to give car owners a comprehensive overview of their vehicle’s condition. I led the creative direction, crafted the app’s visual identity, and designed its user interface and experience. Additionally, I oversaw the development for both iOS and Android platforms, ensuring a seamless, intuitive experience.
Unfortunately, just before launch, the agency closed its doors, and Appomobil never had the chance to reach its potential users. As the rightful holder of the idea and intellectual property, I’m now open to partnering with investors to bring Appomobil to life and offer it to car owners worldwide.

Client
Municipality of Tehran

Services
Logo Design, Graphic Design

Year
2019

The Tehran Light Festival, a distinguished event organized by the Municipality of Tehran in the final days of Winter 2019, was a graceful celebration heralding the arrival of the Persian New Year. This exquisite festival featured a curated collection of light art installations, each crafted by local artists and inspired by the urban landscape and contemporary themes. Set against the serene backdrop of Mellat Park in northern Tehran, these luminous artworks not only adorned the park’s pathways but also embodied the city’s vibrant cultural essence, transforming the space into a radiant symphony of light and creativity.

Client
Sam Chainstores (Samsung)

Services
Creative Direction, Art Direction, Illustration, Copywriting

Year
2017

Yalda Night is a beloved Iranian tradition, celebrating the longest and darkest night of the year. It’s a time for families and friends to gather, enjoy delicious food and drinks, and immerse themselves in the timeless poetry of Hafiz, often well into the early hours.
For Sam Chainstores, home to Samsung’s line of home appliances, I conceived and designed the Yalda Box, a unique gift experience aimed at delighting their VIP customers. The concept was crafted to inspire increased engagement and purchases during Yalda Night, leading up to Norooz, the Persian New Year.
The Yalda Box was a brilliant example of creativity paired with a strategic marketing mindset. By reimagining Hafiz’s evocative poetry with a playful twist, each verse cleverly tied the timeless wisdom of the poems to Samsung’s innovative appliances. This fusion of tradition and technology not only captivated the heart but also forged a stronger emotional connection between Samsung’s brand and its discerning clientele, making it a memorable and impactful marketing initiative.

Client
Leili Rashidi

Services
Graphic Design, Logo Design

Year
2015

“The Name” (In Persian: Esm) is a stage play adapted from the comedic work Le Prénom by Matthieu Delaporte and Alexandre de la Patellière. Directed by Leili Rashidi, the production premiered in the Summer of 2015 at Iranshahr Theater in Tehran. The play centers around a dinner party where Vincent announces his intention to name his unborn child Adolf, sparking a series of uncomfortable revelations and resurfacing memories among his friends. The cast includes Hassan Majouni, Dariush Movafagh, Leili Rashidi, Abbas Jamali, and Sara Afshar.

Client
Abanegan Web Solutions

Services
Corporate Identity Design, Logo Design, Brand Development

Year
2013

Abanegan is an Iranian digital agency specializing in e-solutions. In the Persian calendar, “Aban” signifies the second month of autumn (October – November) and is linked to the Zodiac sign of Scorpio. The name “Abanegan” is also inspired by an ancient Persian tradition. In the creative process of developing this brand, I chose to emphasize the meaning of “Aban” as the foundation of the brand name, blending it with modern and digital elements that reflect the company’s services.

Client
Bahman Sabz Co.

Services
Poster Design, Logotype Design

Year
2015

Mazar Sharif, the movie, tells the story of an Iranian diplomat who survived the Taliban’s attack on the Iranian consulate in Mazar-e-Sharif, Afghanistan. Directed by Hassan Barzideh, the film is based on true events and recounts 19 days of hiding and escaping to reach the borders of Iran. Hosein Yari, Mahtab Keramati, and Masoud Rayegan star in the film.
I was contacted by the producer of Mazar Sharif, Manoochehr Shahsavari, to design a poster that captures the thrilling and exciting essence of the movie. I chose to explore the concept of double exposure, intertwining characters and locations, which allowed me to create several variations of the same poster.