I’m Hena, a New York–based designer and art director focused on brand identity and creative direction. With a background in luxury hospitality and culture-driven brands, I create work that is thoughtful, distinctive, and built to endure.

My approach is rooted in clarity, storytelling, and craft. I design systems that balance structure with character, infusing each detail with intention while leaving room for personality. I believe strong design should feel human and effortless, with just enough edge to stay interesting. Outside of work, I’m usually wandering the city, listening to an audiobook or a lo-fi music playlist, in search of my next coffee.

Expertise

Visual Identity Systems
Brand Guidelines & Toolkits
Concept Development
Global Brand Systems
Visual Storytelling

Focus

Brand Identity
Creative Direction
Art Direction
Visual Design
Brand Refreshes

I’m Hena, a New York–based designer and art director focused on brand identity and creative direction. With a background in luxury hospitality and culture-driven brands, I create work that is thoughtful, distinctive, and built to endure.

Let’s talk.