Zainab Ali
Lead Visual & Brand Designer
[email protected] | +92 333 8812345 | Karachi, Pakistan | https://linkedin.com/in/zainab-ali-design | https://zainabali.design
Professional Profile
Senior Visual and Brand Identity Designer with seven years of experience shaping high-visibility brands across Pakistan’s retail, consumer tech, and hospitality sectors. Proven background leading creative direction for major FMCG and omnichannel retail launches, boosting consumer engagement, and unifying physical and digital customer touchpoints. Combines strategic typography, packaging design, and modern UI systems to build memorable consumer experiences.
Key Accomplishments
Experience & Career History
Lead Visual Designer
January 2021 to Present
Studio Forma / Daraz Creative Lab
- Direct creative branding and visual identity systems for 14 major retail, lifestyle, and consumer goods launches across Pakistan and South Asia.
- Overhauled digital brand guidelines adopted by 35 marketing, performance media, and packaging specialists; elevated brand consistency scores by 38%.
- Art-directed flagship campaign assets for 11.11 mega sales, generating over 12M interactive impressions and contributing to a 24% boost in mobile app conversions.
- Partnered with leading architects on physical flagship stores in Clifton and Gulberg, producing environmental graphics, store zoning signage, and interactive retail displays.
Senior Brand Designer
March 2018 to December 2020
Ogilvy Pakistan
- Spearheaded visual identity systems, packaging redesigns, and key visuals for prominent FMCG, beverage, and textile clients.
- Collaborated closely with creative directors and copywriters to produce 360-degree omnichannel advertising campaigns across TVC, digital billboards, and POSM.
- Supervised press approvals, color management, and packaging prototyping with commercial printing houses in Karachi and Lahore.
- Recognized with agency internal merit award for delivering the fastest turnaround on a high-visibility nationwide product launch.
Junior Designer
June 2016 to February 2018
Brandverse Digital
- Developed vector iconography, social media campaign artwork, and digital banners for e-commerce and retail clients.
- Standardized digital image retouching and product staging protocols across studio catalog photography.
Featured Projects & Portfolio
Nationwide FMCG Brand Identity Overhaul
Directed complete packaging redesign and visual identity system for a leading national tea brand, resulting in a 19% uptick in supermarket shelf pick-through across urban centers.
https://zainabali.design/fmcg-rebrand
Omnichannel Retail Flagship Environmental Signage
Conceptualized and drafted 3D wayfinding and environmental typography for 6 premier fashion retail stores across Karachi, Lahore, and Islamabad.
Core Skills
Technical Tools
Education & Credentials
Bachelor of Design (Communication Design)
Indus Valley School of Art and Architecture (IVS), Karachi · 2012 to 2016
2012 - 2016 • CGPA/Marks: 3.82 / 4.00 CGPA
Distinction in Final Degree Thesis Show. Awarded Departmental Commendation for Excellence in Typography.
Certifications
- Certified Brand Specialist, Marty Neumeier Level C (2022)
- Nielsen Norman Group UX Master Certification, NN/g (2023)
Languages
English (Fluent / Professional) · Urdu (Native)
References: Murtaza Shah, Executive Creative Director, Ogilvy Pakistan, [email protected] · Amina Qureshi, Head of Communication Design, Indus Valley School of Art & Architecture, [email protected]