Award-winning creative director Ruba Abu-Nimah (known to many as @ruba on Instagram) discusses the state of creativity in the Arab world, the importance of young Arab talent embracing their culture, and the challenges of navigating corporate spaces as a Palestinian in the West. She talks about the foundational skills of graphic design, the vital role of design in communication, spaces and politics, and about her career so far. She also shares her strong belief that the Arab world is now the next frontier in global creativity.

0:00 Introduction

1:46 Passion For Graphic Design and Swiss Modernism

3:05 The Difference Between Past and Present Graphic Design Education

4:45 The Craft of Graphic Design and the Importance of Traditional Language

6:00 First Gig: Disruptive Innovation at French Glamour

8:02 Ingredients for Success: Passion, Nerdiness and London's Creative Influence

12:48 Defining Graphic Designer vs Creative Director

14:40 Graphic Design as the Foundation of Communication

15:40 The Subjectivity of Taste and the Role of Instinct

17:50 Design in the Arab World: Considered Cities vs Chaos 

21:45 The Arab Creative Inflection Point: Youth, Voice and New Trends

22:47 Rejecting Emulation: Talent Rooted in Culture and Heritage

24:34 The Arab World Is the Next Frontier in Creativity

25:17 Navigating Prominent Positions as a Palestinian

26:35 Hiding in Plain Sight: The Forced Negation of Arab Origins

28:24 "Loud and Proud": The Momentum of the Arab Diaspora Today

30:21 The Prevailing Attitude: a Son's Act of Defiance

33:47 Corporate America vs Street Change

36:09 Corporate Structures Will Eventually Catch Up With Culture

40:03 The Brilliance of the Mamdani Campaign Design

41:17 Conspicuous Consumption vs Useful Design

48:45 Relationship With Social Media Platforms: Instagram and the Unhinged Threads

50:51 Instagram's Value: Finding and Commissioning Creatives

53:23 The Sweetest Revenge: Upscrolled and the Irony of Palestinian Tech Success

54:00 Recommendations: Arab Creatives To Look Up

Ruba Abu-Nimah is a Swiss creative executive of Palestinian descent who has worked in the fashion and cosmetic industries. She was the executive creative director for marketing and communications at Tiffany & Co. from March 2021 to February 2023. She previously worked at Revlon, Elle magazine, Bobbi Brown Cosmetics, and Shiseido. She was the first female creative director at Elle magazine in the US. In 2018, Ruba collaborated with Nike to design the Air Force 1 Low "Love" shoe embodying equality and acceptance. She has collaborated with Phillip Lim on the New York Tougher Than Ever initiative, as well as a limited-edition sweatshirt to raise funds for Lebanon following the 2020 Beirut explosion.

Connect with Ruba Abu-Nimah 👉 

https://instagram.com/ruba

Hosted by: 
Mikey Muhanna 👉 https://www.instagram.com/mikey_mu/?hl=en-gb

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