Nabil Moosa — Selected Work & Career Record

For fifteen years, the job has been the same at every altitude: take something complex — a strategy, a dataset, a financial product — and make it instantly clear and visually credible.

I have done this inside McKinsey & Company as the Middle East lead of its Visual Media team; across UAE government and corporate communications for a decade before that; and since 2022, inside fintech and Web3 product teams — designing the brands, interfaces, and investor narratives new financial products need before anyone will trust them.

This is a record of that work — what can be shown, and how the rest can be reviewed.

The Career Arc / Part I

A career, edited.

2006–2010

Foundations

Editorial and multimedia design across Dubai and Bangalore — publishing, advertising, early 3D and animation. Drawing first, deadline discipline, ink on paper.

2011–2013

Bayt.com

Commercial design inside the region's largest jobs platform — client proposals, media kits, corporate decks. Design measured against revenue.

2014–2015

APCO Worldwide

Corporate and digital communications for regional flagship brands — Meraas, Masdar and the Zayed Future Energy Prize — collaborating with teams in the USA and Paris.

2015–2019

Alsayegh Media

From Senior Infographics Designer to Head of Department in eleven months. Design direction, new business and budgeting for UAE government and corporate clients.

2019–2022

McKinsey & Company

Senior Media Designer, then Team Leader — sole Middle East lead within the firm's global Visual Media operation. Five designers across Dubai and Turkey; a satellite group turned self-sufficient.

2022–

Independent — Fintech & Web3

Brand and product design lead for confidential DeFi products: three brand systems shipped zero-to-launch, trading interfaces concepted with founders and engineers, investor materials behind live fundraising.

2025–

SoftCarbon

Founding-stage brand and design consultant, and early investor, for an industrial efficiency venture — technical documentation turned into investor-ready visual narratives.

CH.01 / 2019–2022

The Firm

Five designers, two countries, one standard. Leading Middle East Visual Media inside McKinsey's global design operation — where every deliverable faces a partner, and every deadline is real.

The Role

Sole Middle East lead. Design traffic for all GCC offices and Turkey; personal delivery for European offices including Munich, Berlin, London and Amsterdam.

The Work

Business illustration, concept visualization, dashboard and UI concepts, and hand-drawn sketches for client steering committees — including an energy-sector dashboard later shown at an internal firm event in North America.

The Leadership

Built the intake, scoping, budgeting and documentation that turned a satellite group into a self-sufficient team — one that kept running after I left.

What It Shows

Precision under scrutiny. Confidentiality as a working discipline. Leading designers while facing the most demanding internal clients in professional services.

Client identities and deliverables remain confidential under firm standards.

CH.02 / 2011–2019

Public Trust

A decade designing for institutions the public has to believe: ministries, municipalities, national programs, and the corporations beside them. High-stakes communication — before it was called content.

The projects that follow were led at Alsayegh Media for UAE government and semi-government clients. The method behind all of them was the same: start with pencil on paper, then build.

Selected Work / Alsayegh Media

Emirates Nuclear Energy Corporation

An awareness campaign for the Barakah Nuclear Energy Plant — turning a subject loaded with public anxiety and strict factual sensitivity into something clear, credible and approachable.

Challenge

Nuclear energy carries heavy negative associations. The work faced tight approval layers, strict sensitivity around what could be said, and a tone of voice that had to survive many iterations while staying on-brand.

Response

A brand ecosystem — infographics, branded iconography, GIFs and animation — that conveyed complex nuclear processes simply and factually, using content pillars built around education.

FIG.01 — NUCLEAR ENERGY FACTS · AWARENESS POSTERS

ENEC bilingual educational process banners

FIG.02 — EDUCATIONAL PROCESS BANNERS · BILINGUAL (EN / AR)

FIG.03 — HOW NUCLEAR POWER WORKS · 3D & 2D MIXED-MEDIA CAROUSEL

Outcome: a consistent, memorable content system that made a guarded, technical subject legible to a general audience across social and digital channels.

Selected Work / Alsayegh Media

Dubai Frame

A social campaign explaining one of Dubai's landmarks through scale, comparison and fact — designed to be instantly readable and shareable.

FIG.04 — THE DUBAI FRAME AT A GLANCE · INSTAGRAM CAROUSEL

FIG.05 — COMPARISON & WAYFINDING · SOCIAL BANNER CAMPAIGN

Published on the official Dubai Frame social channels. Post one → Post two → Post three →

Selected Work / Process

From Sketch to Screen

For the Hamdan bin Mohammed Program for Smart Government, eight government-service initiatives had to be explained in a single visual language. Every one began as a hand-drawn wireframe.

FIG.06 — HBMPSG · HAND-DRAWN WIREFRAME SKETCHES

FIG.07 — PROCESS · HAND SKETCH TO DIGITAL EXECUTION

FIG.08 — FINAL 3D SOCIAL BANNERS

Sketch, iterate, then execute — the method I carried from government work into consulting and Web3. Think in sketches first; build once the idea is right.

CH.03 / 2022–

Trust Systems

Since 2022: embedded with crypto-native product teams as brand and product design lead — designing the layer where new financial products earn trust. The brand. The interface. The story investors hear.

The Work

Three complete brand identities and design systems shipped zero-to-launch — visual identity, design tokens, component libraries and social template systems. A full options-protocol rebrand alongside an external agency.

Product

Interface concepts for options trading dashboards and pre-launch products — design ambition negotiated against on-chain constraints, with engineers, in the room. Figma design variables used directly to ship a product's dapp and website.

The Method

Hand sketches first. AI-assisted moodboards and mockups to reach founder alignment in days. Systems built so junior designers could run them without me.

What It Shows

Zero-to-one brand building. Product thinking under technical constraint. Speed without loss of standard.

Much of this work is with pseudonymous teams and shown privately; one public example follows (Incentive Finance). Further confidential work is available for private review during interviews.

Selected Work / Web3 Brand · 2024

Incentive Finance

A complete brand identity and social system for a crypto-native product — "hedge against hacks, bet on recovery." One of the confidential-adjacent Web3 projects I can show publicly, built freelance from mark to launch assets to investor deck.

FIG.09 — INCENTIVE FINANCE · BRAND GUIDELINE

The Mark

The brandmark enjoins the initials "i" and "F", with a sword driven through them in negative space — a nod to the ancient/elder theme that runs through the brand's visual world. Built on a modified Conthrax wordmark.

The System

A cinematic, moody identity: deep blacks, desert-and-starfield imagery, a single magenta accent. Delivered as a full guideline with brandmark, wordmark, clear-space, colour, and usage do's and don'ts.

FIG.10 — BRANDMARK, WORDMARK & LOGO CONSTRUCTION

FIG.11 — SOCIAL PROFILE SYSTEM · LIGHT & DARK (X)

FIG.12 — USAGE RULES · DO'S & DON'TS

FIG.13 — INVESTOR DECK · COVER

My role: sole designer — brand identity, design system, social launch assets, and investor pitch deck. Concept to delivery.

Selected Work / Brand Identity · 2026

Eccuracy

A complete brand identity for a Dubai corporate tax and VAT consultancy — built to make precision feel human rather than cold.

FIG.14 — BRAND GUIDELINES · COVER SYSTEM

Challenge

Tax is exacting by nature, but exacting doesn't have to mean unapproachable. Eccuracy needed to signal precision and trust without the cold, generic feel of most finance brands.

Response

An identity built on a single idea: the "E" resolves into a forward slash and a checkmark — accuracy, verified, moving forward. A restrained palette of deep charcoal and brass carries authority and calm.

FIG.15 — LOGO SYSTEM & VARIATIONS

FIG.16 — TYPOGRAPHY & COLOUR

FIG.17 — LOGO CONSTRUCTION & CLEAR SPACE

FIG.18 — SOCIAL & CAMPAIGN TEMPLATE SYSTEM

My role: sole designer, end to end — logo, full brand guidelines, and collateral. Outcome: a complete, consistent system now live at eccuracy.ae, giving a young consultancy the visual credibility of a far more established firm.

Selected Work / APCO Worldwide

Regional Flagships

At APCO Worldwide I handled design direction and art direction for some of the region's most recognisable brands, collaborating with APCO teams in Washington and Paris. Earlier work — shown for range and the calibre of client.

FIG.19 — MASDAR · LONDON ARRAY CLEAN-ENERGY INFOGRAPHIC · DESIGN DIRECTION

The Beach by Meraas press-release infographic

FIG.20 — THE BEACH, MERAAS · PRESS-RELEASE INFOGRAPHIC · ART DIRECTION

Sharjah Government Communications Unit strategy boards

FIG.21 — SHARJAH GOVERNMENT COMMUNICATIONS UNIT · COMMS-STRATEGY BOARDS

FIG.22 — ZAYED FUTURE ENERGY PRIZE · TRILINGUAL INFOGRAPHIC (EN / AR / ESP)

Other APCO clients included Abu Dhabi Chamber of Commerce, Abu Dhabi Fund for Development and Dubai International Economic Development.

How I Work

Principles

Make complexity clear.

Clarity is judgment about what matters, not just simplification.

Build trust through systems.

A brand is a promise kept consistently; systems are how consistency survives speed.

Design for decision-makers.

The audience is usually someone about to commit money, time, or reputation. Design for that moment.

Sketch first, ship personally.

Direction without craft is just opinion.

AI accelerates; taste decides.

The tools produce options. Judgment produces work.

Designing clarity for complex ideas, products and decisions.

Available for senior design roles across brand and UI, visual storytelling, fintech/Web3, corporate and consulting design — in Dubai and remote.

nabil.moosa@gmail.com +971 55 183 0199 linkedin.com/in/nabilmoosa