MY ORIGIN STORY
INTRODUCTION
I’ve always been fascinated by what makes people tick. Whether I’m designing a brand identity or leading a group through an experiential event, my goal is always the same: to create a genuine connection. With a background in Design (MFA) and a deep interest in human psychology, I look at communications as more than just ‘marketing’. It’s about understanding human behavior to build something that actually resonates.
MY JOURNEY
Education
I’ve always been fascinated by what makes people tick. This curiosity has driven both my professional practice and my academic journey. Holding a Master of Fine Arts in Design from VCUArts and a Bachelor of Design with Distinction from BNU, I’ve built a robust foundation in both the ‘why’ and the ‘how’, merging deep theoretical research into the psychological impact of play with technical mastery in 3D modeling and material science. Whether I’m designing a brand identity or leading a group through a high-energy event, I don’t view communications as just ‘marketing’; I see it as a puzzle of human behavior.
Design Ethos
My creative process is a blend of ‘maker’ mentality and strategic inquiry. I believe good design must be as functional as it is beautiful, which is why I move beyond simple aesthetics to find the strategic resonance behind every interaction. Whether I am prototyping with tactile materials like ceramics and metals or digging into web analytics to refine a digital story, my goal is to ensure every brief is anchored in empathy. By leveraging design psychology, I bridge the gap between data and human insights to build products and experiences that create a genuine connection.
Achievements
Throughout my career, I have been honored to see my work recognized on several international stages. A major highlight was being shortlisted for the ARTSTHREAD Global Design Graduate Show in collaboration with Gucci. My designs and research have been showcased at global venues including Dubai Design Week and the Venice Architecture Biennale at Palazzo Mora. These accolades, alongside multiple merit scholarships and research grants, reflect my commitment to pushing the boundaries of what design can achieve when it is rooted in intentionality and craft.
TESTIMONIALS
Aatiqa Sheikh
Professor, Doctoral Scholar
I’ve known Amna as a bright individual and supportive colleague. During her time at SVAD, BNU as PRO, I have found her increasingly creative and enthusiastic for conceiving, planning and executing unique marketing campaigns.
Faheem Khan
Design Strategist, Educator
I got to know Amna while we were both doing our MFA at VCUarts, Qatar. Her unique background in metal arts, coupled with her ability to understand design strategy, proved to be a win for me when I asked her to collaborate on a project of mine. Even though we were in different time-zones, Amna’s willingness to listen, adapt and iterate made it very easy to work with her. She made sure every aspect of the design brief was met while sticking to the project timeline. In the end, the finished products were even better than I had imagined them to be. I believe that her unique and creative approach to problem-solving and ‘all things design’ will make her an indispensable asset to any team.
Haider Iqbal
Business Analyst
Working with Amna was a fantastic experience. Her positive energy and willingness to help others made her an invaluable asset to the team. Amna’s unique knack for storytelling and crafting persuasive copy helped us execute various high-level projects. In fact, she was instrumental in establishing Addo AI’s content and design guidelines, which have since been formalized within the company.
Rizwana Khalid
AI Marketing Strategist
Amna has an incredible knack for creating impactful campaigns, understanding audiences, and making marketing strategies actually work. Whether it was brainstorming creative ideas, executing campaigns, or handling challenges with a cool head, she always brought her A-game. Beyond her skills, she’s just a great person to work with – super collaborative, full of positive energy, and always willing to help. Any team would be lucky to have her, and I can’t wait to see all the amazing things she does next.