NIVECHE
NIVECHE
Specialising in Branding, Design and AI
CREATIVE DIRECTOR
20+ Years Experience
SELECTED PROJECTS ON BRAND STORY-TELLING
BUILDING WORLDS THROUGH VISION, DESIGN, AND AI TOOLS
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CREATIVE LEADERSHIP
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VISION. STORY. EXECUTION.
I translate a brand’s “why” into a fully realised creative system to operate at the intersection of strategy and design, I unite visual, written, audio, and motion elements under one clear vision. This deliver a brand experience where every single touchpoint drives your message home.
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BRAND STRATEGY
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BRANDS THAT COMMAND BELIEF.
I engineer authentic brand identities that drive real connection and capture trust. By defining your core “why,” I translate your purpose into actionable voice and positioning strategies. The result is a highly resonant brand built to secure loyalty and align perfectly with your target market.
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DESIGN SYSTEMS
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VISUAL IDENTITY AND CRAFT
I leverage over 20 years of creative direction expertise to deliver robust, scalable design solutions. These include foundational logos and expansive brand guidelines to extensive print collateral like multi-page booklets, ensuring total visual consistency and professional polish across your visual identity to turn attention into action across every touchpoint.
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DIGITAL EXECUTION
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HIGH-PERFORMANCE DIGITAL SOLUTIONS
Leveraging 2 decades of industry experience, I develop conversion-optimised digital platforms that deliver measurable ROI. My approach bridges the gap between sophisticated UX/UI design and robust technical execution. Specialising in advanced WordPress development, custom coding, and AI integration, I build scalable digital architectures engineered for seamless performance and sustainable business growth.
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ARTIFICIAL INTELLIGENCE
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AMPLIFYING CREATIVITY WITH INTELLIGENT SOLUTIONS
I leverage artificial intelligence to build creative systems that maximise efficiency and scale output without sacrificing brand integrity. By automating multi-modal workflows across image, video, audio, copy, and code, I eliminate traditional production bottlenecks. The result is accelerated iteration, rapid prototyping, and a highly optimised, future-proofed creative pipeline.
WORK EXPERIENCE FROM OVER 20 YEARS OF CREATIVITY, PASSION, AND JOY
Old Fashioned Creative
Dubai, UAE Apr 2026 – Present
Founded a brand consultancy focused on telling brand stories with asset creation built on depth
Directed end-to-end brand vision, from initial discovery and positioning to visual identity and digital execution.
Facilitated executive workshops to uncover a brand’s “why,” translating insights into actionable, long-term frameworks.
Launched high-impact brands across diverse industries, seamlessly balancing creative ambition with business realities.
Partnered with clients long-term to advise on brand evolution, competitive differentiation, and ongoing creative strategy.
GEMS Education
Dubai, UAE Dec 2020 – Apr 2026
I established the first dedicated brand marketing team, driving comprehensive creative strategies to elevate market leadership and cohesive storytelling
Strategic Brand Vision: Spearheaded overarching marketing strategies to expand brand presence and solidify market leadership across the organisation.
End-to-End Creative Direction: Owned all design and content creation, translating high-level objectives into cohesive visual systems across multiple digital and physical platforms.
Multidisciplinary Leadership: Directed specialised teams across design, video editing, and project management to execute compelling, narrative-driven brand campaigns.
Culture & Team Building: Recruited, mentored, and inspired high-performing content and social teams, sustaining creative excellence and rigorous standards within fast-paced environments.
Orangerie Advertising
Dubai, UAE Sep 2013 – Dec 2020
I led regional creative strategies across the Middle East, simultaneously scaling the agency’s digital division and driving profitable multi-channel campaigns.
Regional Creative Leadership: Directed overarching creative strategy across the Dubai HQ, Bahrain, and Kuwait, while successfully building and scaling the agency’s first dedicated digital and social media division.
Omnichannel Brand Custodianship: Spearheaded B2B and B2C marketing strategies across offline and digital touchpoints, enforcing strict brand guidelines to guarantee visual integrity across all client materials.
Business Development & Growth: Leveraged a hybrid skillset in copywriting, strategy, and design to successfully pitch, win, and scale major new accounts, including prominent fashion and corporate insurance clients.
Hands-On Art Direction: Executed end-to-end campaign vision by collaborating directly on model casting, styling, and photography, underpinned by rigorous market and trend research.
Commercial & Client Operations: Managed comprehensive client relationships and budget allocations, balancing ambitious creative deliverables with strict project profitability and operational success.
African Mediums Advertising
Kwa-Zulu Natal, South Africa Dec 2007 – Sep 2013
Rapidly advancing to lead the agency’s creative vision, I directed comprehensive marketing strategies and completely redefined brand perceptions.
Rapid Leadership Advancement: Promoted from Copywriter to Head of Creative and Strategy within two years, demonstrating exceptional versatility and an aptitude for high-level creative leadership.
Transformative Brand Repositioning: Successfully executed a major cultural pivot for a fast-fashion client, transforming its market perception from a “cheap” value brand into a highly desirable, counter-culture pop icon.
Agency-Wide Strategy Formulation: Developed, directed, and owned all foundational marketing and brand strategies for the agency, setting the operational and creative benchmarks.
Comprehensive Creative Direction: Guided the conceptualisation and execution of a wide, diverse portfolio of advertising and marketing campaigns across multiple formats and industries.
Strategic Client Partnerships: Cultivated robust, long-term client relationships by leading high-stakes strategic presentations and consistently aligning creative output with core business goals.
IN A WORLD CROWDED BY AI, TRUE CONNECTION IS YOUR GREATEST ASSET. LET’S FUSE CREATIVITY AND TECHNOLOGY TO AMPLIFY YOUR “WHY” AND SHARE YOUR STORY WITH THE WORLD.
Two decades of shaping brands, building worlds, and telling stories.
Fashion & Beauty
twenty4
Red Tag
Fashion World
Mr. Price
Edgars
Truworths
Sniper
MYC
Zahara
Designer Shoe Outlet
Retail & Commerce
Géant Supermarkets / Hypermarkets Géant Express
Franprix
Casino
Let’s Organic
Dulux
Asquey
Majid Al Futtaim
Bahrain Mall
Galleria Mall
Education & Academics
GEMS Education (Corporate + 47 Schools)
Academy of Progressive Montessori (India)
University of Kwa-Zulu Natal
Durban Institute of Technology
GEMS Premier Music Academy
Determined Genius
Beyond 100
Insurance & Finance
Oman Insurance Company
Noor Bank
National Bank of Fujeirah
African Loans
Bank of Baroda
First Abu Dhabi Bank
Construction, Trade & Auto
Mazda
Gulf Extrusion
Adnoc
YKK
Primewell Tyres
Apollo Tyres
Tagit
Mzansi Protection
Royal Alarms
Food & Lifestyle
Talent*d
Americana
LivFit
Top Table
Family First Café
CUBE Nightclub
Cuba Lounge
Bunny Box
Sharq Organic
Snapz Digital
James Robins Photography
Laughter Yoga by Su
Anna Sleepy Beanz
Apps & Technology
GEMS Rewards
Happy Me
The Forum
Etisalat
Samsung
Zing!
TMRW
GEMS Connect
85+
Brands Directed
21+
Difference Sectors
500+
Creative Applications
20+
Years of Brand Storytelling
CREATIVE DIRECTOR
My obsession with creating started early and never stopped. From crayons and paper to digital pencils and complex software. From drawing and writing to editing video and producing music. The medium was always secondary to the thrill of the process. It was rarely just about the end result; it was the magic of the journey. That loop, of taking a vision from my head and wrestling it into reality, never gets old, because every creation is a new story.
That passion became my fuel. I learned early on to always serve the idea, placing the vision above the tools used to bring it to life. Because I refused to feed just one skill set, my toolkit naturally expanded. Media evolved, the tools changed, but the stories they told remained the core focus.
This mindset naturally evolved into a career in branding. I began telling stories through words as a copywriter before diving headfirst into graphic design, web development, music production, photography, and even app architecture. This isn’t a “master of none” approach; it is the exact opposite. It is a single-minded focus on the story. Stories can be told in a thousand different ways; we just need the right tools to tell them.
That is the essence of branding: telling your story. A brand isn’t just a logo; it’s a biography made up of how it speaks, its shape, colours, typography, and every single touchpoint it shares with the world. Finding that unique imprint and sharing it has been the greatest privilege of my career.
For the last 20 years, I’ve worked with brands that need their narratives refined, shifted, or built entirely from the ground up. Whether I’m directing a large-scale campaign or designing a single-page website, my approach never wavers: understand the language of the brand and communicate it with absolute clarity.
Today, AI is the latest tool to bring those ideas to life. It isn’t a replacement for the creative journey; it’s a high-speed vehicle to get to the destination. It allows me to work almost as fast as I can generate ideas, removing the friction between concept and reality. This technology has made visual storytelling more accessible than ever, which means an authentic, deeply considered brand voice is your only true differentiator. And I am just as obsessed with helping that voice be heard today as I was when I first picked up a crayon.
Niv is a multidisciplinary creative director who helps ambitious companies uncover their core “why” and translate it into powerful, cohesive communication reflecting a string identity. Blending high-level strategy with intelligent design systems, he crafts purpose-driven brands that cut through the noise, shape perception, and command true connection in an increasingly automated world.