I design systems.
Sharp, simple, purposeful.
I'm a product and graphic designer based in Addis Ababa. I lead creative and UX at a tech studio, and run an independent design practice on the side.
Most of what I do is design systems, product UX, and brand work. I care about craft, restraint, and getting the details right.
I care about work that feels obvious in hindsight, the kind you don't notice because nothing is in the way. Good design is often the quietest thing in the room.
"Great products succeed not just by how they work, but by how they feel and communicate. I keep everything sharp, simple, and purposeful."
Experience
- Jul 2025 – Present
Creative Director
ETTA Solutions PLC
- Nov 2022 – Jul 2025
User Experience & Graphic Designer
ETTA Solutions PLC
- Sep 2022 – Nov 2022
Graphic Designer
Binary Technologies PLC
Toolkit
- Graphic & Brand Design
- Brand identity, logo design, visual systems, typography, layout, posters, banners, social media creatives, digital ads, print
- Design Tools
- Adobe Photoshop, Illustrator, InDesign, Figma
- AI-Assisted Creative Tools
- ChatGPT, Gemini, Claude, Hugging Face models, used for ideation, rapid concepting, and workflow automation ahead of final craft in Figma or Adobe
- Motion & Video
- After Effects, Premiere Pro, DaVinci Resolve, video direction, visual direction, short-form video editing
- UI/UX
- Design systems, prototyping, user research, usability testing, product design
- Digital Marketing
- Meta Ads Manager, campaign creative, targeting, SEO, performance tracking
Recognition
Top 4 Finalist, Sweden–Ethiopia 80 Years of Friendship Logo Competition
Selected among 1,500+ submissions for a logo concept representing 80 years of friendship between Sweden and Ethiopia.
Education & Certifications
- Dec 2018 – Jun 2022
B.Sc. Computer Science
Dire Dawa University, Ethiopia
- 2022
Foundations of User Experience (UX) Design
Google
- 2022
Fundamentals of Graphic Design
California Institute of the Arts
- 2022
Fundamentals of Digital Marketing
Google