Rayane Hammoud
Download CV · PDF 293 KBCV · PDF
§ 01  ·  Writing

Beyond the visuals: five registers, two languages

The visual gets the first look. The strategy, message and copy give it a voice.
Five brands. Five different voices.

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.
Education first: what the biology does, no promised outcome, and a close that asks the reader to share it.
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 decorative adjectives, and a full stop where a lesser brand would put an exclamation mark.
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. Colloquial rather than formal.
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.
Price, size, floor, status and community all in the caption, so a buyer can qualify themselves.
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, closes on a time and a day.
§ 02  ·  Arabic

Arabic, matched to the brand

Arabic is my first language and I work in it professionally, alongside English and French. The two captions below are real published work.

Premium Arabic

“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.

Conversational Arabic

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

منشن صاحبك اللي يطلب كل المنيو! وتعالوا فيردي

Same language. Completely different register.