Personal Work
With access to the Adobe Suite and other creative tools like the iPad Pro, Final Cut Pro, and physical painting materials, the options of digital and physical outputs are endless. From building a business to creating an ode to her family, all the hats that are worn are seamlessly interchangeable in order for Celine to execute her creative vision in the culmination of work below.
Keywords: Entrepreneurship, Systems Thinker, Adobe Suite, Final Cut Pro X, Investor Pitching, Prototyping, Analyzing Systems, Sustainability, Event Management, PR
Building a business from scratch.
The idea for SOR: sustainable online retail emerged from the urge to create a meeting point for conscious consuming in the GCC. The business model of the e-commerce marketplace aimed to emphasize that there is no limitation for actively shopping in a way that is more sustainable for the planet. From the financial statements to the website mockups, hours of research and design prototyping lead to one of Celine’s most prideful projects to date.
Various governments in the GCC region have established ambitious sustainability goals despite implementation and education about sustainability remaining limited.
Upon determining gaps in governments, industries, and citizens views and establishing the impact the fashion industry has on official targets, SOR would become a business wherein local and global fashion brands are given a seamless platform to act as a one stop marketplace for consumers to shop consciously; with sustainable guidelines from supply chain to distribution.
A vital component is the SOR-ciety; a community wherein consumers and KOL’s share their experiences and spread integral information about conscious consuming.
Each brand is vetted by a transparent process; their practices are celebrated and in plain sight. This sets the standard for future brands while educating consumers on what it means to be sustainable and the importance of voting with your wallet.
Curating a new brand and campaign.
With one foot in the PR scene of Dubai and the entrepreneurship mindset, Celine created an entire PR campaign from the very details of the models and stylists on set to the launch activation for the brand website at Burj Khalifa. This project exemplifies Celine’s depth and attention to detail when it comes to making a vision come to life.
“An idea stays stuck as preliminary before you can actually present it and excite another person with your vision “
— Celine Lilas Safadi
The products are at the core of the brand. Take this snippet from the press release written by Celine:
The range includes a body oil for four desired outcomes: relaxing, balancing, focusing, and loving. With head notes, heart notes, and base notes curated by Ayurvedic medicine and aromatherapy expert Malini Ohri combined with the vision of the founders to preserve centuries old Arab secrets, the body oils provide a well-rounded expression of the importance of self care post pandemic. Frankincense from Oman, Black seed from Egypt, Damascene Rose from Syria, and Myrrh from Yemen, the oils aim to help consumers fight the rollercoaster of emotions while maturing during a global crisis, and allow them to carry the healing properties with them in their daily activities - spreading the therapy to all who surround around them.
Campaign video created with found imagery and prototype mockups
Raising awareness about sustainability in the GCC
With a devotion to uncovering the dichotomies at play in the GCC region when it comes to sustainability, a years worth of research came into play to curate the instagram page @ecosposed.
the design process.
This page was a year in the making. With the initial mindset to “expose” brands in the GCC for unsustainable business practices to gain quick attention, the aim shifted with the discovery that defamation laws in the region were extremely strict. With the original idea looking like the image to the right, the page took a huge turn.
Watch the video below to experience the process.
