App Toolkit
Campaign —
Celebrating Malcolm X’s Centennial Birthday • ISNA Canada
On May 19, 2025, ISNA Canada celebrated Malcolm X’s centennial with a special conversation among panellists Imam Yasin Dwyer, Ustadha Ieasha Prime, and public figure Shaun King. Rather than an evening of mourning, ISNA Canada’s goal was to celebrate Malcolm X and his accomplishments, courage, strength, and eloquence, and to allow Muslims of all ages to gather with pride and leave feeling inspired.
My goal was to create a campaign that honoured an ever-vigorous, graceful, and eloquent figure while elevating ISNA Canada through a timeless yet modern design.
WordmarkPosterPoster Design —
A Night With Rumi • ISNA Canada × Aga Khan Museum
For Muslims, Ramadan is a deeply special and sacred month. ISNA Canada, in collaboration with the Aga Khan Museum, commemorated one of these special nights to honour Rumi, hosting an intimate gathering to celebrate the Sufi poet, guided by Ustadh Feraidoon Mojadedi.
It was important to me that the poster captured the whimsical spirit of Rumi’s poetry, highlighted the beauty of Ramadan nights, and placed special emphasis on the marvellous Aga Khan Museum, where the event took place.
PosterUser Interface Design —
tvOS • Apple TV
The Apple TV rebrand has been incredibly well-received. I absolutely love it.
Since the days of iTunes, Apple has offered users a way to purchase and collect their favourite titles. However, digital media still struggles to convince dedicated movie fans to choose it over physical media. Physical media offers avid enthusiasts the opportunity to feel and appreciate artistic details, and to proudly display their collections. As a lover of physical media myself, I found the Apple TV app’s visual presentation still left a lot to be desired, even after the rebrand.
For this project, I designed the interface following Apple’s design language and principles, placing visual focus on the titles rather than the interface itself. However, as with Apple, nothing is accidental, and each button plays a crucial role in helping the user navigate the app intuitively.
Collection Screen Movie Title Cover Designs
I began by committing to creating a visually appealing, consistent set of graphics for each film and TV show title, as this is where the most significant opportunity lies. I ensured each title’s unique wordmark was consistently placed to keep the designs cohesive while also helping users recognize titles quickly and sort them, much like they would with the spines on their physical media. When a film/series title is clicked to expand (as seen in the Sinners screen), it fills the screen and plays a song from the film/series (ex. ‘“She Said, 'We?”’) to further immerse the user. The navigation arrows beside each title on this screen also let the user continue switching between their collection, akin to skimming titles on shelves.
Title Expanded Screen Below each title’s main screen is a drop-down screen that displays additional details, including Cast & Crew and Related Titles. I also leveraged the Apple ecosystem by linking each title’s soundtrack directly to Apple Music, further enticing users to invest in the title and the Apple ecosystem.
Title Drop-Down Screen 
Brandmarks —
Various
Merchandise —
ISNA Canada
I was fortunate to lead ISNA Canada’s expansion into new products and merchandise. This initiative strengthened the organization's connections with the community and enabled it to engage thousands of new members in new and untapped ways. In addition to developing the visual identities of its subsidiary brands, I designed, developed, and oversaw the manufacturing of products such as stickers, postcards, enamel pins, bookmarks, coasters, and food-related merchandise.
Logo Suite —
Jami Mosque • ISNA Canada
Jami Mosque is Toronto’s oldest continuously operating mosque, and a foundational institution for the city’s Muslim community. The building began its life in the late 19th century as a Presbyterian church, as reflected in the building’s Christian architecture. In 1969, it was purchased and converted into a mosque by the city’s growing Muslim community.
Reference Images
How do you effectively brand something with such a rich legacy and social significance? I took on this challenge by fully embracing and highlighting its history, bringing it to the forefront of its branding. I began by designing an icon based on the building’s Gothic front window. I then crafted a wordmark from the mosque’s sign, one of the earliest features added after the building’s conversion into a mosque. This approach, which retains the mosque’s heritage, is the only way to honour the building’s history and significance to the city of Toronto and its people.
Initial SketchLogo Suite
