Founder — Astryx Media / Mersyde
It started with freelance work:
art direction and brand identities for other people’s brands.
Then Astryx Media:
AI-generated UGC that turns prompts into ads at scale.
Then Mersyde:
building an authentic vision through a premium lifestyle brand.
Freelancer to founder.
Tech, fashion and design. One direction.
As the co-founder of Mersyde, I established a premium lifestyle brand rooted in Mediterranean aesthetics and timeless design. I directed the complete product development lifecycle, creating highly detailed technical packs for custom cut and sew garments.
To establish Mersyde as a premium lifestyle brand, I directed a lookbook campaign that captures the authentic, sun-drenched Mediterranean aesthetic at the core of our identity. The art direction focused on visual storytelling and community building, creating a cohesive and aspirational world that deeply resonates with our audience.
As the sole founder of Astryx Media, I built a B2B agency specializing in AI-driven User-Generated Content. By integrating generative AI tools into the post-production workflow, I scaled the creation of high-converting short-form video ads for e-commerce and corporate brands, optimizing both production speed and advertising ROI.
Launched in October 2025, ahead of the synthetic media trend, this virtual influencer was my first exploration into AI-generated video. Its rapid viral growth validated the technology's potential and served as the direct inspiration for founding my B2B agency, Astryx Media.
Greenz is a sustainable ride-sharing ecosystem designed for the Pakistan markets. I led the end-to-end product architecture, from a visual identity rooted in clean energy to a modular iOS UI/UX system optimized for accessibility and user retention.
FREQ is a multi-city electronic music festival. I designed a complete brand identity inspired by urban nightlife, creating a cohesive visual system that spans from the core logo to digital promos, merchandise, and physical event assets.
I designed high energy digital assets for Instagram to drive fan engagement, while also creating detailed editorial layouts for a printed sports magazine. This project highlights my ability to adapt visual storytelling across both fast paced digital platforms and classic print mediums.
