Matla

Project Overview

The Story Behind the Work

For Matla', I served as the Founder, Brand Strategist, Art Director, and Product Design Lead, taking the product from concept to launch.

I defined the product vision, built the brand strategy and visual identity, and designed the end-to-end user experience. I also led the content strategy, publishing plan, and creative direction across social media, creating a consistent brand experience at every touchpoint.

The journey is structured in four stages:

This case study follows the journey from Problem → Strategy → Design → Launch, highlighting the key decisions, design process, and strategic thinking behind building Matla as both a product and a brand.

Hope you enjoy the journey ✈️

Scope

Brand Strategy • Product Discovery • Product Strategy • Product Design • Art Direction • Content Strategy • Content Publishing

Timeline

2026 – Present

Team

2 Team Members

The Story

Learning Shouldn't Begin with Searching.

Every week, designers open countless tabs searching for something worth learning; a case study, an article, a podcast, or a new tool. After hours of searching, they often leave with more bookmarks than knowledge.
The challenge isn't a lack of resources. It's knowing which ones are actually worth the time.

Matla' was created to solve that.

Instead of asking designers to search through an endless sea of content, Matla curates high-quality UX and product design resources into a simple Arabic-first experience. Every recommendation is carefully selected to help designers spend less time searching and more time learning.
The challenge was turning that vision into a product grounded in real user needs rather than assumptions. Questions around target users, key pain points, and the MVP needed to be answered before any design decisions could be made.

The project began with research to reduce uncertainty and establish a strong product direction.

The Brand

Where Knowledge Rises.

The name Matla' comes from the Arabic word مَطلَع, meaning the beginning or emergence of something. It represents the start of a designer's learning journey؛ a place where curiosity turns into discovery and knowledge becomes a continuous practice.

This idea became the foundation of the brand. The sun was chosen as Matla's core symbol, representing new beginnings, clarity, guidance, and the pursuit of knowledge.

Every element of the identity was intentionally designed to reflect a learning experience that feels approachable, thoughtful, and inspiring.The challenge isn't a lack of resources. It's knowing which ones are actually worth the time.

Visit Matla' Here

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