Building Brands Through Memory and Insight: An Interview with Ahmed Abdelaziz

Being recognised by the London Design Awards is a meaningful milestone in my professional journey. It represents international validation for a design approach that prioritises clarity, cultural context, and strategic thinking over trends alone.

This recognition reinforces the belief that well-crafted design can travel across borders and still resonate, regardless of origin. It also highlights the importance of combining creative intuition with disciplined execution, especially in highly competitive global platforms.

For me, this award is not only a personal achievement but also a reminder that thoughtful, purpose-driven design continues to have a strong voice on the global stage.

This achievement has had a positive impact on my professional trajectory by reinforcing credibility and trust in my work on an international level. Recognition from a respected global platform like the London Design Awards strengthens client confidence and opens doors to higher-level conversations with brands, agencies, and decision-makers.

It has also created new momentum for future opportunities, particularly in projects that value strategic design thinking, cultural relevance, and long-term brand impact. Beyond visibility, this award serves as motivation to continue pushing creative standards while remaining grounded in purpose and clarity.

Experimentation is a fundamental part of my creative process. It allows me to explore multiple directions before arriving at a solution that feels both culturally relevant and strategically sound. I treat experimentation as a structured phase rather than random exploration, where each variation is tested against a clear idea or purpose.

In the AZOZA project, which was developed as a creative concept, experimentation played a key role in reinterpreting a familiar cultural reference for a Gen Z audience. This included testing visual language, colour intensity, typography tone, and emotional cues to ensure the concept felt contemporary without losing its cultural roots. The absence of commercial constraints allowed for deeper creative exploration and more refined storytelling.

One of the most unusual sources of inspiration I often draw from is everyday social behaviour rather than visual references. Observing how people speak, joke, and express identity in informal settings such as street conversations, social media slang, or childhood memories can reveal powerful creative insights.

For AZOZA, inspiration came from collective memory rather than a single visual reference. The way a product name or taste is remembered across generations became the starting point, which helped transform nostalgia into a fresh, contemporary concept that speaks directly to Gen Z culture.

I wish more people understood that design is not about decoration, but about decision-making. Every element, colour, shape, or word should exist for a reason and serve a larger idea.

Good design takes time because it involves research, critical thinking, experimentation, and refinement. The final outcome may appear simple, but that simplicity is usually the result of many complex decisions made throughout the process.

I believe the balance comes from aligning creative ideas with clear objectives rather than personal preferences. My role is not to impose ideas, but to guide them in a way that serves both the client’s goals and the integrity of the concept.

By communicating the rationale behind each creative choice, clients become partners in the process rather than obstacles to creativity. This approach builds trust and allows strong ideas to evolve without losing their original intent.

As a creative concept, the main challenge was reinterpreting a culturally familiar idea without relying solely on nostalgia. The goal was to speak to Gen Z in a language they relate to, while still respecting the cultural memory embedded in the concept.

This was achieved by focusing on emotional relevance rather than literal references. Through strategic simplification, modern visual language, and tone adjustment, the concept evolved into something that feels both familiar and new, bridging generations through design.

When I face a creative block, I intentionally step away from screens and references. Activities like walking, observing urban environments, or revisiting personal memories often help reset my perspective.

I also believe creative blocks are signals rather than obstacles. They usually indicate the need for clarity or rest. Once that clarity returns, ideas tend to flow naturally again.

I consistently infuse authenticity, cultural awareness, and clarity into my designs. Growing up surrounded by rich visual culture and collective memory taught me that design carries emotional responsibility, not just aesthetic appeal.

I also value honesty in design. I aim to create work that feels meaningful, grounded, and respectful of its audience. Whether a project is commercial or conceptual, I approach it with the same level of intention and discipline.

Focus on understanding why you design before thinking about how it looks. Strong visuals without purpose fade quickly, while clear ideas endure.

I would also advise young designers to be patient with their growth, learn to accept feedback, and never stop refining their thinking. Success in design comes from consistency, curiosity, and the ability to evolve without losing your core values.

I would choose to collaborate with designers who challenge conventions rather than follow trends. Someone like Dieter Rams, whose philosophy emphasises clarity, responsibility, and long-term value, represents an approach I deeply respect.

His belief that good design is honest and purposeful aligns closely with how I approach my own work, especially when balancing cultural depth with modern relevance.

I wish people would ask, “What problem were you truly trying to solve?”

The answer is always about connection. Whether it’s bridging generations, cultures, or emotions, my work aims to create relevance and meaning, not just visual impact. Design, to me, is successful only when it resonates beyond the surface.