ABOUT
Visual arts, design, photography, and storytelling have shaped the way I see and experience the world for as long as I can remember. They continue to influence how I think, create, and communicate.
I’m Charles Moussa, a Montréal-based Branding Creative Director and Brand Architect with over 20 years of international experience creating brands that once existed only as ideas. From storytelling and strategy to sketching, designing, directing, and launching, I’ve built, and continue to build, concepts into experiences people can see, feel, visit, and remember.
My journey began in advertising at FP7/McCann Dubai before moving into hospitality with Pragma Group and later Demind Group, where I discovered a passion for building brands from the ground up. Since then, my work has expanded across hospitality, lifestyle, entertainment, wellness, retail, and cultural projects throughout the Middle East, Europe, North America, and Asia.
Along the way, I've helped bring ideas to life across restaurants, nightclubs, cafés, hotels, startups, festivals, and consumer products. These ideas have taken shape through brand identities, campaigns, packaging, publications, websites, photography, product launches, and customer experiences. Throughout this journey, I've led and collaborated with multidisciplinary teams of designers, art directors, photographers, videographers, content creators, architects, interior designers, product designers, and other specialists, while working closely with brand managers, marketing leaders, executive chefs, operations directors, artists, event planners, festival organizers, investors, and entrepreneurs to transform ambitious ideas into tangible experiences.
Many of these projects extended beyond traditional branding into environmental and experiential design, shaping how people interact with brands in physical spaces as well as digital ones.
Typography, composition, colour, and storytelling sit at the centre of everything I do, whether I'm creating a logo, directing a photoshoot, designing a book, shaping a digital experience, or building an entire brand ecosystem.
Still a designer at heart. Just with more meetings than before!
GLOBAL EXPERIENCE
Experience across the Middle East, Europe, and North America, working with both regional and international brands.
Experience across the Middle East, Europe, and North America, working with both regional and international brands.
LANGUAGES
Arabic (Native), English (Fluent), French (Professional)
Arabic (Native), English (Fluent), French (Professional)
CAREER SUMMARY
Jan 2026 – Present | Freelance Graphic Designer & Creative Director
Dec 2020 – Jan 2026 | Creative Director, Demind Group
Aug 2015 – Dec 2020 | Creative Director, Freelance
Nov 2014 – Jul 2015 | Associate Creative Director, Pragma Group
Oct 2013 – Oct 2014 | Communication Artist, Freelance (Media City Dubai)
Jun 2010 – Nov 2013 | Visual Communications Director, White Label (Pragma Group)
Jan 2007 – May 2010 | Senior Art Director, B Communications (Pragma Group)
Oct 2003 – Dec 2006 | Senior Art Director, Fortune Promoseven / McCann, Dubai
Dec 2020 – Jan 2026 | Creative Director, Demind Group
Aug 2015 – Dec 2020 | Creative Director, Freelance
Nov 2014 – Jul 2015 | Associate Creative Director, Pragma Group
Oct 2013 – Oct 2014 | Communication Artist, Freelance (Media City Dubai)
Jun 2010 – Nov 2013 | Visual Communications Director, White Label (Pragma Group)
Jan 2007 – May 2010 | Senior Art Director, B Communications (Pragma Group)
Oct 2003 – Dec 2006 | Senior Art Director, Fortune Promoseven / McCann, Dubai
A detailed CV can be shared upon request.
BEYOND DESIGN
Outside of branding, you'll often find me behind a guitar, behind the decks, behind a camera, or somewhere in between exploring new ideas. I'm a musician, composer, DJ, photography lover, and lifelong student of storytelling, always curious about what drives people, cultures, and human behaviour.
🎶
If you'd like to explore my DJing side, you can check out some of my mixes on my channels below:
youtube.com/@BlackMilkMusicca
soundcloud.com/blackmilkmusicca
mixcloud.com/blackmilkmusicca/
instagram.com/blackmilkmusicca/
Outside of branding, you'll often find me behind a guitar, behind the decks, behind a camera, or somewhere in between exploring new ideas. I'm a musician, composer, DJ, photography lover, and lifelong student of storytelling, always curious about what drives people, cultures, and human behaviour.
Music, psychology, wellness, nature, and the arts continue to shape how I observe the world and approach my work. Some of my best ideas have arrived during a walk, a conversation, a photograph, or a sunset rather than in front of a screen.
The way I see it, great brands are built by people who stay interested in the world beyond branding.
🎶
If you'd like to explore my DJing side, you can check out some of my mixes on my channels below:
youtube.com/@BlackMilkMusicca
soundcloud.com/blackmilkmusicca
mixcloud.com/blackmilkmusicca/
instagram.com/blackmilkmusicca/
I'd love to hear from you
Thank you!