01
My Story
Hi, I’m Robab! 👋 From Customer-Centered to Human-Centered Design—here’s my story of how I’ve evolved as a designer. 💡🔍
I kicked off my career as an Art Director in advertising 🎨, where I got to tell stories through visuals, study how people think, and help brands make a real impact. But eventually, I found myself asking, What makes a product truly connect with people? 🤔
I’m currently blending my background in graphic design and advertising to shape my path as a UX designer. I've always been a curious soul—since I was a kid, I’ve been fascinated by design and human behavior (sorry if I freaked you out by staring—I was probably just observing!). After 7+ years of painting canvases and working as an art director, I was ready for a change.
That change came when I attended an intense UX bootcamp at BrainStation Toronto in 2024, where I gained solid skills in UX. Now, I’m diving headfirst into the world of product design as an aspiring Product Designer at Kapylon, a cool IT consultancy startup based in the US. I’m helping them rebuild their website by applying human-centered design principles—basically all the cool stuff I learned on my journey to becoming a UX designer.
When I’m not designing or getting lost in a good conversation, you’ll probably find me sketching, watching films, or taking walks in nature (I have some interesting talks with trees).
If you're up for it, I'd love to connect and chat more! Shoot me an email at syeda.robab@gmail.com. Coffee’s on me – virtual or real, your choice! 😊
Hey there, I’m Robab!
I kicked off my career as an Art Director in advertising 🎨, where I got to tell stories through visuals, study how people think, and help brands make a real impact. But eventually, I found myself asking, What makes a product truly connect with people? 🤔
I’m currently blending my background in graphic design and advertising to shape my path as a UX designer. I've always been a curious soul—since I was a kid, I’ve been fascinated by design and human behavior (sorry if I freaked you out by staring—I was probably just observing!). After 7+ years of painting canvases and working as an art director, I was ready for a change.
That change came when I attended an intense UX bootcamp at BrainStation Toronto in 2024, where I gained solid skills in UX. Now, I’m diving headfirst into the world of product design as an aspiring Product Designer at Kapylon, a cool IT consultancy startup based in the US.
When I’m not designing or getting lost in a good conversation, you’ll probably find me sketching, watching films, or taking walks in nature (I have some interesting talks with trees).
Let’s connect!
Feel free to drop me a line at syeda.robab@gmail.com. Thanks for checking out my portfolio!
02
Work Experience
Sep 2023 - Jun 2024 | Toronto
Freelance Designer, Publicis Groupe
I contributed to the development and execution of 15+ marketing campaigns across social media, web, and print, leading to a substantial increase in client engagement. I managed end-to-end project workflows with cross-functional creative teams, consistently delivering projects ahead of deadlines. By collaborating with over 10 team members, I helped generate creative solutions that aligned with and exceeded brand objectives, boosting client satisfaction. Additionally, I fostered a positive team environment through proactive task management and communication, enhancing overall team productivity.
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Sep 2023 - Jun 2024 | Toronto
Freelance Designer, Publicis Groupe
I contributed to the development and execution of 15+ marketing campaigns across social media, web, and print, leading to a substantial increase in client engagement. I managed end-to-end project workflows with cross-functional creative teams, consistently delivering projects ahead of deadlines. By collaborating with over 10 team members, I helped generate creative solutions that aligned with and exceeded brand objectives, boosting client satisfaction. Additionally, I fostered a positive team environment through proactive task management and communication, enhancing overall team productivity.
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Apr 2022 - Jul, 2023 | Toronto
Art Director, No Fixed Address Inc.
I led 10+ creative campaigns from concept to completion, consistently meeting tight timelines and budget constraints while delivering projects under budget on average. For 8+ clients, I developed tailored creative solutions aligned with their business goals, resulting in improved client engagement metrics. By thinking beyond traditional advertising methods, I successfully integrated multi-platform solutions, increasing campaign reach by 15%. I collaborated closely with copywriters to generate culturally resonant ideas, contributing to more innovative concepts during brainstorming sessions. Additionally, I ensured 100% adherence to brand guidelines across all touchpoints, enhancing brand consistency and recognition.
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Apr 2022 - Jul, 2023 | Toronto
Art Director, No Fixed Address Inc.
I led 10+ creative campaigns from concept to completion, consistently meeting tight timelines and budget constraints while delivering projects under budget on average. For 8+ clients, I developed tailored creative solutions aligned with their business goals, resulting in improved client engagement metrics. By thinking beyond traditional advertising methods, I successfully integrated multi-platform solutions, increasing campaign reach by 15%. I collaborated closely with copywriters to generate culturally resonant ideas, contributing to more innovative concepts during brainstorming sessions. Additionally, I ensured 100% adherence to brand guidelines across all touchpoints, enhancing brand consistency and recognition.
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SEP, 2015 - JAN, 2020 | India
Art Director, HS AD/LG Electronics
I ideated and implemented campaigns and design elements, consistently improving design quality and standards to meet client needs. I created various advertisements, design concepts, brand identities, and promotional materials while developing marketing strategies and collaterals as part of a team. I implemented agreed-upon brand strategies within effective timeframes and managed the progress of projects during the pilot phase until dedicated teams could take over. Additionally, I organized and implemented training programs to enhance the creative and production quality of respective teams. I led teams of designers and production artists, ensuring adherence to SLAs and reducing the error percentage to an all-time low of 1%. Throughout, I ensured brand identity was maintained in every communication.
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SEP, 2015 - JAN, 2020 | India
Art Director, HS AD/LG Electronics
I ideated and implemented campaigns and design elements, consistently improving design quality and standards to meet client needs. I created various advertisements, design concepts, brand identities, and promotional materials while developing marketing strategies and collaterals as part of a team. I implemented agreed-upon brand strategies within effective timeframes and managed the progress of projects during the pilot phase until dedicated teams could take over. Additionally, I organized and implemented training programs to enhance the creative and production quality of respective teams. I led teams of designers and production artists, ensuring adherence to SLAs and reducing the error percentage to an all-time low of 1%. Throughout, I ensured brand identity was maintained in every communication.
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02
Work Experience
Sep 2023 - Jun 2024 | Toronto
Freelance Designer, Publicis Groupe
I contributed to the development and execution of 15+ marketing campaigns across social media, web, and print, leading to a substantial increase in client engagement. I managed end-to-end project workflows with cross-functional creative teams, consistently delivering projects ahead of deadlines. By collaborating with over 10 team members, I helped generate creative solutions that aligned with and exceeded brand objectives, boosting client satisfaction. Additionally, I fostered a positive team environment through proactive task management and communication, enhancing overall team productivity.
View More
Sep 2023 - Jun 2024 | Toronto
Freelance Designer, Publicis Groupe
I contributed to the development and execution of 15+ marketing campaigns across social media, web, and print, leading to a substantial increase in client engagement. I managed end-to-end project workflows with cross-functional creative teams, consistently delivering projects ahead of deadlines. By collaborating with over 10 team members, I helped generate creative solutions that aligned with and exceeded brand objectives, boosting client satisfaction. Additionally, I fostered a positive team environment through proactive task management and communication, enhancing overall team productivity.
View More
Apr 2022 - Jul, 2023 | Toronto
Art Director, No Fixed Address Inc.
I led 10+ creative campaigns from concept to completion, consistently meeting tight timelines and budget constraints while delivering projects under budget on average. For 8+ clients, I developed tailored creative solutions aligned with their business goals, resulting in improved client engagement metrics. By thinking beyond traditional advertising methods, I successfully integrated multi-platform solutions, increasing campaign reach by 15%. I collaborated closely with copywriters to generate culturally resonant ideas, contributing to more innovative concepts during brainstorming sessions. Additionally, I ensured 100% adherence to brand guidelines across all touchpoints, enhancing brand consistency and recognition.
View More
Apr 2022 - Jul, 2023 | Toronto
Art Director, No Fixed Address Inc.
I led 10+ creative campaigns from concept to completion, consistently meeting tight timelines and budget constraints while delivering projects under budget on average. For 8+ clients, I developed tailored creative solutions aligned with their business goals, resulting in improved client engagement metrics. By thinking beyond traditional advertising methods, I successfully integrated multi-platform solutions, increasing campaign reach by 15%. I collaborated closely with copywriters to generate culturally resonant ideas, contributing to more innovative concepts during brainstorming sessions. Additionally, I ensured 100% adherence to brand guidelines across all touchpoints, enhancing brand consistency and recognition.
View More
SEP, 2015 - JAN, 2020 | India
Art Director, HS AD/LG Electronics
I ideated and implemented campaigns and design elements, consistently improving design quality and standards to meet client needs. I created various advertisements, design concepts, brand identities, and promotional materials while developing marketing strategies and collaterals as part of a team. I implemented agreed-upon brand strategies within effective timeframes and managed the progress of projects during the pilot phase until dedicated teams could take over. Additionally, I organized and implemented training programs to enhance the creative and production quality of respective teams. I led teams of designers and production artists, ensuring adherence to SLAs and reducing the error percentage to an all-time low of 1%. Throughout, I ensured brand identity was maintained in every communication.
View More
SEP, 2015 - JAN, 2020 | India
Art Director, HS AD/LG Electronics
I ideated and implemented campaigns and design elements, consistently improving design quality and standards to meet client needs. I created various advertisements, design concepts, brand identities, and promotional materials while developing marketing strategies and collaterals as part of a team. I implemented agreed-upon brand strategies within effective timeframes and managed the progress of projects during the pilot phase until dedicated teams could take over. Additionally, I organized and implemented training programs to enhance the creative and production quality of respective teams. I led teams of designers and production artists, ensuring adherence to SLAs and reducing the error percentage to an all-time low of 1%. Throughout, I ensured brand identity was maintained in every communication.
View More