§ 01 · Writing

Beyond the visuals: five registers, two languages.

The picture is the part everyone looks at. The caption is the part I write. These are the same week’s work in five different voices — and where a brand needs Arabic, the Arabic is written, not translated.

Educational & informative

Azoury IVF Clinic · Healthcare · English and Arabic

Handwritten-note mock-up of the Azoury IVF Clinic egg-freezing caption, written out in full in English and again in Arabic. — The longest caption on this page, on the most sensitive subject on it. It states what biology does, refuses to promise an outcome, and closes by asking the reader to share it with someone who might need it — which is what makes a fertility post get saved rather than liked.

Premium & luxury

Genesis · Automotive · English and Arabic

Handwritten-note mock-up pinning the Genesis GV70 caption copy, written in both English and Arabic. — Three clauses, no adjectives doing decorative work, and a full stop where a lesser brand would put an exclamation mark. On a marque this established, restraint is the product.

Playful, conversational

Ferdi, Cool Inc. · F&B · English and Arabic

Handwritten-note mock-up of the Ferdi caption: 'It's not over till it's over. Who's up for a Ferdi feast?' with its Arabic counterpart. — Written to be tagged into, not read. The Arabic is colloquial rather than Modern Standard, because a Gulf audience does not invite a friend to dinner in formal Arabic.

Sales-driven

Roof Set Go · Real estate · English

Handwritten-note mock-up of a Roof Set Go apartment listing caption for Jumeirah Village Triangle, with price, size and building details. — Everything a buyer needs to disqualify the property is in the caption — price, size, floor, status, community. Making it easy to say no is what makes the enquiries that arrive worth answering.

Upbeat & engaging

The Dance Studio · Lifestyle · English

Handwritten-note mock-up of a Dance Studio class caption: 'Warning: you might leave this class a little obsessed', with class time and details. — Opens on a joke and closes on a time and a day. The energy is the hook, but the caption still has to do the boring job of telling somebody when to turn up.

And the reason it matters

Five brands, one portfolio

A register is a decision, not a mood. Choosing it is the first thing I do on a new account and the thing every brief afterwards is measured against — which is how eighteen restaurant concepts stay eighteen restaurants, and how a fertility clinic and a luxury car brand can share a calendar without sharing a sentence.

§ 02 · Arabic

Arabic, matched to the brand.

Arabic is my first language and I work in it professionally, alongside English and French. Across the portfolio that means brand copy in Arabic for automotive, food and beverage and healthcare clients, each matched to its own register.

The two captions below are real published work, and between them they show the two things Arabic copy has to do. The Genesis line carries a global brand’s register across intact, because a luxury marque sounds wrong the moment its Arabic gets eager. The Ferdi line does not carry across at all: the English asks the reader a question, the Arabic tells them to tag the friend who orders the whole menu, because that is how a restaurant post travels here. Knowing which of the two a brief needs is the job.

Modern Standard Arabic where the content is technical or corporate. Levantine and Gulf colloquial where the brand is talking to somebody. English and French both fluent; Spanish at an elementary level.

The Arabic on this page is live text in an Arabic typeface, not a picture of Arabic. Select it, search it, or copy it.

Genesis GV70 · premium register

“Designed to stand out, the GV70 combines advanced technology, dynamic design, and SUV capability for an unforgettable driving experience.”

مصممة لتبرز، تتميز GV70 بالتكنولوجيا المتقدمة، التصميم الديناميكي، وقدرات سيارات الدفع الرباعي لتوفّر لك تجربة قيادة لا تُنسى.

Ferdi, Cool Inc. · playful register

“It’s not over till it’s over. Who’s up for a Ferdi feast?”

منشن صاحبك اللي يطلب كل المنيو! وتعالوا فيردي

Not a translation. The English asks the reader; the Arabic tells them to tag the friend who orders the whole menu. Same job, different move, because tagging is how a restaurant post travels in this market.