Web & UI/UX Designer, Beirut, working worldwide

SafiHaidar, web and UI/UX designer

(Approach)

Six years across interfaces, identities and campaigns taught me one thing. The work that lasts is the work that does something. So I start with the problem, design the system around it and stay until it ships. When something breaks, we go back to zero and build it again, better.

I design websites, digital products and brand systems for companies that need to be taken seriously. Strategy first, then form, then the build, so the idea survives all the way to launch.

Selected work (05)

All 26 projects

Hydra · Brand Identity & Systems · 6 to 7 weeks · Lebanon

Hydra

One bottle brand, built for five very different lifestyles.

Read the case study

Capabilities01 / 06

01
Web & UI/UX
Interfaces designed around how people think, scan and decide. Flows and structure come before pixels, and every screen is checked at every size.
- Research
- Flows
- Prototyping
02
Web Design
Responsive websites designed with the build in mind, and built in Framer when the project calls for it, so what you approve is what goes live.
- Framer
- Responsive
- Launch
03
Brand Identity
Identities built as systems, not isolated logos: positioning, typography, colour, imagery and the rules that keep them consistent everywhere.
- Strategy
- Identity
- Guidelines
04
Creative Direction
One clear idea carried through concept, mood, narrative and art direction, so every piece speaks the same language.
- Concept
- Art direction
05
Strategy & Concept
Finding the problem behind the brief, then deciding what should exist before deciding what it should look like.
- Positioning
- Briefing
06
Campaigns & Content
Campaigns, social systems and visual content built around one idea instead of thirty unrelated posts.
- Campaigns
- Social
- Editing

Think first. Question the brief. Build the system. Make it useful.

01
Think
I start by finding out what the problem actually is, not just what the brief says it is. Research, context and strategy happen here, and the stage ends with a brief we both sign off on.
02
Direct
The idea gets built around the problem: concept, narrative, art direction and the system that keeps everything speaking the same language.
03
Make
The idea becomes tangible. An identity, an interface, a website or a campaign, designed and built with the details intact.
04
Refine
Nothing ships on the first pass. We review together, I tighten what needs tightening, and I stay through launch so the work holds up in the real world.

(Playground) Experiments and side quests

Work nobody briefed.

A fanzine with two colours and one typeface, a magazine cover for David Carson, lyrics set with no colour at all, a festival brochure and a juice brand made new. The unbriefed work is usually where the next idea comes from. Pick a book off the shelf.

10 books on the shelf

(About) Multidisciplinary designer, Beirut

More about me

Ideas across mediums.

Specialised in web and UI/UX, and usually found somewhere between branding, creative direction, strategy and whatever the problem actually needs. A designer, unfortunately human.

01What do you actually do?

I design websites, digital products and brand identities, and I lead the creative direction that ties them together. Most projects start with strategy and end with something live: a launched website, a shipped interface or a brand system in use.

02Do you only design, or do you build too?

Both. I design in Figma and build production websites in Framer, so the details you approve in design are the ones that go live. When a project needs custom development, I prepare files and specs a development team can build from without guessing.

03Do you work with brands outside digital?

Yes. Identity, packaging, print, out of home and campaigns are part of the work, as Hydra, Ahwa Coffee and Al Nakheel show. Digital is the specialty, not the boundary.

04Do you handle strategy as well?

Yes, and it comes first. Positioning, audience and the actual problem get defined before anything is designed, because a beautiful answer to the wrong question still fails.

05What does your process usually look like?

Think, direct, make, refine. Discovery and strategy, then concept and art direction, then design and build, then review and refinement through launch. Each stage ends with a clear decision from you.

06How long does a project take?

It depends on scope. A campaign can take one to two weeks, a brand identity six to eight, and a full website or digital product seven to ten. You get a dated timeline before anything starts.