I led the UX strategy and design across the full scope: defining the brand and UX vision, developing a multilingual design system that worked across Arabic and English without compromising either, and rolling out the UX across the three product verticals. The design system was built for scale — a toolkit that gave Red Sea's team the structure to create consistently across platforms without needing to brief an agency for every new asset.

The result gave Red Sea a coherent, confident digital presence capable of opening doors in new territories — and a design foundation they could build on independently.