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Ahmed Ragaie Rashad

@rigosreactions

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Head of Design, DCT Abu Dhabi.
Making the case for craft in the age of the prompt.
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26 years of building brands around the world. Identity and the system behind it: the rules that keep a brand standing long after launch. One move, executed completely. by @rigosreactions
Charles Eames said the details are not the details — they make the design. Most owners I meet judge a brand by its logo. Their customers never see the logo on its own. They see the invoice footer, the email signature, the gap between a headline and a button. Nobody signed those off, and everybody sees them. That's where a brand leaks. A good identity decides those things once — spacing, tone, the second colour — so nobody has to decide them again on a Thursday afternoon. Try this before you commission anything: write down the ten places your brand shows up most. If they don't match each other, the problem was never the logo. Week one of a weekly series on design, systems and strategy for owner-led businesses in Abu Dhabi. Swipe through, and DM if you'd like to talk. Not logos. Confidence. #BrandStrategy #BrandIdentity #DesignSystems #AbuDhabi #UAEBusiness by @rigosreactions
Dieter Rams gave the whole discipline three words: less, but better. Most brand guidelines I'm handed are sixty pages, opened once. That isn't a system — it's a souvenir of the day the brand was finished. A real system has bones and skin. Bones are the rules that never move: the grid, the type, the two colours. Skin is everything allowed to flex. Most brands never decide which is which, so everything flexes, and the brand leaks — an off-token colour here, a reinvented button there, a quiet override nobody wrote down. Try this. Take your last ten pieces of collateral and remove every rule that none of them broke. It wasn't doing anything. What's left is your system, and it will probably fit on a page. Week two of a weekly series on design, systems and strategy for owner-led businesses in Abu Dhabi. Swipe through, and DM if you'd like to talk. Not logos. Confidence. #DesignSystems #BrandIdentity #BrandStrategy #AbuDhabi #UAEBusiness by @rigosreactions
Happen. Impactful. Big. Bold. Iconic. Visible. Creative. Worthwhile. Every agency promises all eight. None of them land without a system holding them together. Your brand deserves better than adjectives. DM for more details. #BrandIdentity #DesignSystems #AbuDhabi #UAEBusiness by @rigosreactions
It has been almost a year since my father passed away. I will be turning 50 next year, and I truly wish I could sit with him one more time. Rest in peace, Dad.🙏 by @rigosreactions
AI wasn't born in 2022. In 1950 Alan Turing asked whether machines could think. Two winters, a chess match and a Go board later, everyone's building one. Seventy-six years in ninety seconds. The idea is old. In 2022 it reached everyone — and now anyone can generate a logo in a second. That's why the rules behind a brand matter more than the mark. A system tells the machine what's yours and what isn't. Which year surprised you most? by @rigosreactions
Life is a journey; some people walk through your life for a while, while others stay in your sky forever. by @rigosreactions
The shortest line is the slow one. Hug the inside, the turn tightens, and you bleed speed. Go wide, clip the apex, run out to the edge — the corner opens into a bigger circle you can take faster. Turn in late and you're back on the throttle sooner. Outside, inside, outside. Early apex or late apex? Comment below. by @rigosreactions
Mood board in motion by @rigosreactions
Saturday morning ride 907 by @rigosreactions
Ride 905 of the season 2026 / 2027 by @rigosreactions
Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity, Mingus said it about jazz, which is why it outclasses every designer's version of the same thought. The design quotes make simplicity sound like tidiness. Mingus makes it sound like nerve. by @rigosreactions

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