I BUILD BRANDS. I STUDY WHAT AI IS DOING TO THEM.
Brand strategist, researcher and the person behind Brand Bloom Lab.
MY STORY.
I started Brand Bloom Lab because I kept watching genuinely great businesses disappear into the noise — not because the product was bad, but because nobody had ever sat down and actually built the brand behind it on purpose.
I've spent eight years building brands across Turkey, Belgium, and the UAE — everything from 5-star hospitality to holding-company marketing to running strategy for a 9-brand portfolio. In January 2025 I left my job to run Brand Bloom Lab full time. Along the way I noticed the same pattern in every kind of business: the brands that struggled rarely had a design problem. They hadn't decided what they stood for, so every new channel, agency or hire answered the question differently. Now AI is answering it too, a hundred times faster. That's why I started the research.
A little bit about how I got here, since apparently that's the fun part: I bought my first domain name at 15, mostly because I couldn't wait to have a ".com" of my own. Built my first blog at 16. Designed my first logo at 18 for a student community I ran on Facebook — and that same year, made my first $1,000 online, which at the time felt like winning the lottery. I've basically never stopped since.
I'm an ambivert who leans hard into introvert — give me one good conversation over a room full of small talk any day. I run on chocolate, coffee, calm breathing, and an unreasonable amount of positive energy — the kind of person who will hype up your business idea like it's already a Fortune 500. I'm a little obsessed with planning and strategy for fun (yes, even outside of work, no, I don't know how to turn it off). Ideal evening: a courtroom drama on TV and enough dark chocolate to be mildly concerning. And if you've ever needed someone to tell you "we were on a break" doesn't apply to your brand strategy — I'm that friend, minus the Ross drama.
I'm also building this business from scratch, so I know what it feels like to explain what you do and not be sure it landed.
Today, BBL works with founders and businesses across the MENA region, UK and beyond, with smart systems that don't require you to be online 24/7.
WHAT I BELIEVE.
Positioning before pixels.
A brand is a set of decisions, kept. The design comes after.
Trust before reach.
Being easy to believe matters more than being easy to find.
AI should make a brand more scalable, not less human.
The tool isn't the risk. Having no rules for it is.
MY RESEARCH: BRAND IDENTITY GOVERNANCE IN THE AGE OF AI.
I'm building a body of published research. The short version: as AI produces more of the world's brand content, the question isn't whether to use it. It's who decides what the brand says, and what happens when no one does. I call the slow version of that failure Brand Drift.
The research covers four markets: the UAE, Saudi Arabia, Morocco and Estonia.
Explore the research →EMPOWER.
Brand strategy shouldn't only be available to people who can afford it. Alongside client work, I build for free for founders who need a start, and I volunteer.
See the empowerment work →