I’m Charles Moussa, Montreal-based independent Branding Creative Director with 20+ years of experience across the Middle East, Europe, USA, Canada, and Asia. At heart, I’m a graphic designer, building identities through logos, typography, colour, and imagery, from concept to execution. Everything I direct is rooted in storytelling, whether it’s a photoshoot, video, logo, packaging, book, or digital design, each piece shaped to reflect the brand and connect with people. My work spans both digital and physical worlds, creating cohesive visual systems designed to evolve, perform, and endure.
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How I Work
Strategy & Design
STRATEGY
Brand Strategy & Positioning
Aiming to bring brands as close as possible to their most precise and meaningful expression, through positioning, naming, and tone of voice that guide everything that follows.
From concept to execution, ideas are developed in close collaboration with writers, designers, photographers, and artists to produce work that is both impactful and true to the brand.
AI-Driven Visual Development
AI serves as a tool within the creative process, accelerating exploration, refining direction, and supporting scalable visual systems aligned with both creative vision and business goals.
Aiming to bring brands as close as possible to their most precise and meaningful expression, through positioning, naming, and tone of voice that guide everything that follows.
Brand Narrative & Communication
Clear narratives that align vision, message, and audience, creating consistency and purpose across every touchpoint.
Creative Direction & Art DirectionClear narratives that align vision, message, and audience, creating consistency and purpose across every touchpoint.
From concept to execution, ideas are developed in close collaboration with writers, designers, photographers, and artists to produce work that is both impactful and true to the brand.
AI-Driven Visual Development
AI serves as a tool within the creative process, accelerating exploration, refining direction, and supporting scalable visual systems aligned with both creative vision and business goals.
DESIGN
Brand Identity & Visual Systems
Identity design built through logos, typography, and brand guidelines, forming cohesive visual systems that scale across digital and physical environments.
Identity design built through logos, typography, and brand guidelines, forming cohesive visual systems that scale across digital and physical environments.
Graphic Design & Brand Craft
At the core of the practice is graphic design, spanning logo concepts, editorial layouts, books, brochures, corporate profiles, and stationery, executed with precision and attention to detail.
At the core of the practice is graphic design, spanning logo concepts, editorial layouts, books, brochures, corporate profiles, and stationery, executed with precision and attention to detail.
Editorial Design & Composition
Structured layout systems shaped by typography, grid, and composition, bringing clarity, rhythm, and visual balance across formats.
Structured layout systems shaped by typography, grid, and composition, bringing clarity, rhythm, and visual balance across formats.
Brand Guidelines & Systems
Comprehensive guidelines that establish consistency, clarity, and long-term scalability across every application of the brand.
Comprehensive guidelines that establish consistency, clarity, and long-term scalability across every application of the brand.
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{ S e l e c t e d p r o j e c t s }
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La Niña
Iberian Restaurant, Dubai, UAE - Brand Creation & Art Direction
Iberian Restaurant, Dubai, UAE - Brand Creation & Art Direction
Myrra
Greek & Spanish Beach Restaurant, Dubai, UAE - Brand Creation & Art Direction
Greek & Spanish Beach Restaurant, Dubai, UAE - Brand Creation & Art Direction
Musiyoga
Hybrid Wellness Center, Lebanon - Brand Identity & Spatial Experience
Hybrid Wellness Center, Lebanon - Brand Identity & Spatial Experience
Aleph
Live Concerts, Canada - Visual Identity & Campaign Direction
Live Concerts, Canada - Visual Identity & Campaign Direction
Burger & Juliet
Italian diner, Lebanon - Brand Identity & Art Direction
Italian diner, Lebanon - Brand Identity & Art Direction
Murr Woodworks
Wood Artistry, Canada - Brand Identity & Visual System
Wood Artistry, Canada - Brand Identity & Visual System
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More projects in the archive
Selected brands I’ve created, directed, or collaborated with:
