Hello, my name is Yusra. I am a creative strategist specialising in vision design, cultural research and CMF (colour, material, finish).

My approach questions how colour and materiality can be used to create compelling stories and experiences, underpinned by meaningful insight and research. My expertise lies in providing high-level creative guidance to brands, crafting innovative design concepts and defining CMF directions. 

I work collaboratively across a range of sectors including consumer electronics, transport, beauty, hospitality, food & beverage, architecture and interiors. Clients I have worked with include Coca-Cola, Avanti, Ace & Tate, IHG Hotels, Delta Airlines, Nio and Panasonic.

I am a graduate of the Royal College of Art (MA, 2018) and Chelsea College of Arts (BA Hons, 2015), where I specialised in Printed Textiles. I am also a Visiting Lecturer at Central Saint Martins and a Teaching Fellow at University of Edinburgh.