Hi, I'm Ferial. Brands hire me for design; what they keep me for is judgement.

Most creative problems aren't design problems wearing a disguise; they're distribution problems, or positioning problems, or a business producing more than one channel can carry.

My job is working out which one you actually have before anyone opens Illustrator, then building the thing that fixes it. Sometimes that's an identity system. Sometimes it's a seven-part content format. Once it was a phone case line, because a piece I'd made with no brief had reached 19 million people and that attention was worth more than a repost.

Identity, art direction, 3D, motion, copy. Four years, one person, whole chain.