World Building —
Convenience Store™ | Souvenir & Gift Shop
Convenience Store™ is an independent retail and cultural platform that explores South Asian identity through contemporary, design-forward products and events. Rooted in the diasporic experience, the brand brings together thoughtfully curated and original products and community-driven experiences to foster cultural dialogue and shape new perspectives.
Explore more at: https://www.officialconveniencestore.com/
Brand Touchpoints
Campaign Photoshoots
Brand Events
Visual Merchandising
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.
PosterConcert Visual Assets —
JAŸ-Z30 Concert • Roc Nation
JAŸ-Z’s return to the stage for the JAŸ-Z30 concert at Yankee Stadium celebrated two of his most influential albums, Reasonable Doubt and The Blueprint, and their enduring legacies.
Inspired by the concert’s creative direction, I created a series of animations to celebrate the albums and the legacy of one of hip-hop’s most influential figures.
Animation Asset
Logo Suite —
Jami Mosque • ISNA Canada
Jami is Toronto’s oldest continuously operating mosque and a foundational institution for the city’s Muslim community. The building began life in the late 19th century as a Presbyterian church, evident in its Christian/Gothic architecture. In 1969, the city’s growing Muslim community purchased it and converted it into a mosque while retaining many of its early features.
How do you effectively brand a place 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 the branding. I began by designing an icon depicting the building’s Gothic front window. I then crafted the wordmark featuring an ‘M’ that makes the same subtle nod to its arches. This approach to Jami's refresh respectfully reflects the building's story and the people who have seen it as a place of worship throughout the years.
Reference Images
Logo SuitePrimary Icon
Primary Wordmark
Alternate Wordmark
Logo Suite —
Islamic Centre of Yellowknife • ISNA Canada
The Islamic Centre of Yellowknife, ISNA’s third location, was newly built in the heart of Yellowknife and opened in early 2026, serving its tight-knit community of roughly 600 Muslims.
Its architecture features a one-of-a-kind dome above the prayer hall, inspired by a beaver lodge and formed from interlocking linear wood beams arranged in a repeating hexagonal pattern. This dome inspired the symbol used in this concept for the centre’s branding. The building also features two modern minarets with slanted tips, reflected in the letters ‘L’ and ‘I’ of the primary and alternate wordmarks, respectively.
Reference Images
Logo SuitePrimary Icon
Primary Wordmark
Alternate Wordmark
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.
Brandmarks —
Various
App Toolkit
