Culture and media
How a person, a party or a people becomes legible to the world, and why some are remembered. Written down in two books: 1 and 100.
Cultural theoristBrand architectTechnology leader
I design the systems that make people, brands, institutions and nations visible — from the campaign to the platform.

Four working laws behind every identity, campaign and platform I build.
How a person, a party or a people becomes legible to the world, and why some are remembered. Written down in two books: 1 and 100.
National, institutional and political identity systems with guidelines built to last, from Erbil and Baghdad to Paris.
Software for public-scale services and institutions in Iraq and the Kurdistan Region, and the tools I build my own practice on.
How to stand among the hundred greatest of history: a book on branding.
In designFinding the one ultimate character for your own world: a book on personal development.
In design