Arwa Absi

Mubadala Investment Company

Project type

Social Media Management

Creative Direction

Graphic Design

Art Direction

Project Management

Role

Associate Creative Director

Client

Mubadala Investment Company

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Overview

Mubadala Investment Company is a driver of innovative investments with a mandate to create sustainable financial returns for Abu Dhabi. Enter Arwa—covering the account for a while. The client fell head over heels for my work and insisted I become the primary Director on the account. Despite Mubadala's reputation as a demanding client, I couldn't resist their charm (and persistence).

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Since 2021, I've been leading the charge, ensuring my team and I always delivered modern, elegant, and on-trend work within the brand's serious framework. We set a new standard for their social media presence, enhancing their visual consistency and audience engagement.

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But hey, no project is done by one person! A big shout-out to my amazing team: Farah Mazya, Ahmed Farrag, Nidal Bou Ghanem, and Raghda Magdi. Together, we made magic happen.

Project Summary

In November 2019, H+K Dubai was retained by Mubadala Investment Company to manage and handle their social media presence. With a combined audience of over 200K across their channels, Mubadala aimed to establish a more visually consistent look and create more engaging content for their audience. Initially stepping in as temporary support, my work resonated so well that I was requested to become the primary Director on the account. Under my direction, we successfully balanced Mubadala's corporate image with an innovative and engaging social media presence, resulting in an elegant yet modern identity that captivated their audience.

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Client feedback

Dive into the designs that made Mubadala insist on keeping me onboard and see the exceptional results we achieved together.