Founder and Creative Director
Sahar has been working with (inter)national clients for the past twenty years. She is an industrial designer by training and an entrepreneur and design advocate by heart. Sahar is one of the most awarded designers in the Middle East and is considered a pioneer in product design. Her design work ranges from medical design to new concept furniture. At the same time, Sahar works hard at developing new talent and inspiring design thinking in the Middle East through talks, mentoring, workshops and using design to empower under privileged communities.

Project Manager & Food Innovation Specialist
Farah is a food innovation specialist. Combining her knowledge in the food industry, emerging technologies, design thinking and other innovation methodologies she researches how these innovations can be used to close important gaps in the food system. In 2018 Farah was part of a global mission to research and document scalable sustainability & circular systems, future of proteins, agro-innovation in smart cities, and future of food service. Farah’s work emphasizes the need for new approaches to fit the complexity of current challenges. She received her master’s degree in food innovation from the University of Modena and Reggio Emilia, so you may hear her speak some Italian if you listen closely.

Industrial Designer
Joyce graduated with a BA (Hons) in Product Design from the University for the Creative Arts in Surrey, UK. She’s worked on different products ranging from portable coffee makers, to outdoor furniture and lighting products. Her work has been exhibited at The New Designers Exhibition 2018 in London, UK. Joyce is our master of prototyping and creating fast design solutions. She is really into organizing things and old-fashioned music.

Design Thinking & Innovation Expert 
Katriena is a Nielsen Norman Group certified UX Practitioner. She’s worked in different sectors in different countries before joining Nestlé HQ in Switzerland. At Nestlé, Katriena was part of the user experience and design thinking team. She also managed a global network of large company practitioners and executives who work together on scaling human-centered innovation. Katriena shares Joyce’s love for old-fashioned music, if you’re lucky she’ll play you some of her favorites during one of our trainings.

Industrial Designer
Joy is an architectural designer by education. She graduated with a distinction from University College London (UK) with a Masters in Architecture. The masters focused on the frontiers of architecture and design, including robotics and computation. Her group’s work in Robotic 3D Printing was exhibited in Bartlett B-pro Show 2019 (London) and also published in Dezeen. Joy’s passion and curiosity for both science and art fuels her creativity at all scales. Joy is an IBM certified Design Thinking practitioner.

Mechanical Engineer
Saif graduated with a distinction from Imperial College London with a Masters in Advanced Aeronautical Engineering. He has worked on multidisciplinary projects ranging from designing functional aerospace structures to consumer products. Saif has experience with new mechanical design tools – such as topology optimization – that can be integrated into everyday consumer products. You may catch Saif on his motor bike riding through Amman or playing some tunes on his guitar.