A milestone publication for Habib Metropolitan Bank’s hundred-year legacy. The work sits in editorial design and corporate communication: history, independence-era banking, and the Habib family’s place in Pakistan’s financial story — given the weight of a book, not a campaign slogan.
Creative direction covered the visual system, the gold-and-heritage language of the edition, and the way institutional memory is sequenced on the page.
“Amplifying Growth” is the line the profile is built around. The document has to introduce House of Habib as a portfolio of businesses that touch millions of lives a day — without reading like a catalogue.
Creative direction and corporate communication shaped the narrative, the sector collage, the Indus Motors chapter, and the visual identity of the profile itself. It is the print counterpart to the group website: one house, many industries, one voice.
A booklet and campaign system for the House of Habib management trainee programme. The job was employer branding: make the group readable to young professionals, set expectations, and give the programme a voice that matches the institution behind it.
Creative direction covered the booklet structure, visual language, and the way a conglomerate talks to talent without sounding like a job ad.
Print advertising for Lucky Cement — industrial scale, corporate tone, a single image that has to hold on a page. Creative direction for a brand that does not need to shout to be recognised.
Campaign creative for Dawn Foods — a consumer brand that needs warmth, appetite, and clarity on pack and in media. Creative direction covered the visual language of the campaign stills and the way a household food brand should feel in market.
Falcon-i monitors assets across Pakistani roads. The campaign line — With you, mile after mile — had to carry both the technology (a nationwide tracking network) and the human reason to trust it.
Creative direction covered the seasonal road triptych, the print system, and the way a B2B tracking product speaks to families as well as fleets.
Annual reports are where corporate communication becomes a document of record. The work includes Thal Limited’s 2022 report and the Ali Habib memorial edition — editorial structure, cover language, and the visual system of a listed company’s year.
Creative direction here is restraint: numbers, leadership, and memory on the same page without either collapsing.
A wall calendar is twelve months of brand presence in an office. Creative direction for Lucky Cement’s calendar — industrial imagery, corporate tone, and a piece of collateral that earns its place on the wall.
