HEAD OF DESIGN
Brand Experience

For nearly 18 years, I've been helping companies build brands that are clear, distinctive, and built to last. My work spans strategy, design systems, and large-scale implementation, connecting brand thinking with real-world execution across products, packaging, environments, campaigns, and digital experiences.

Looking back, many of the things that shaped me seem to be converging. Raised in a family of makers, artists, and designers, I was surrounded by creativity long before I chose to study Industrial Design. Growing up close to manufacturing and production gave me a deep appreciation for materials, production processes, and supplier collaboration.

I enjoy working across the entire journey, from the initial concept to the final product, making sure ideas stay strong through every stage of execution.

Most recently, as Head of Design, Brand Experience at Careem ( UBER ), I led the evolution of one of the Middle East's most recognised technology brands, translating strategy into tools, experiences, and brand expressions used across multiple markets.

I am particularly interested in the relationship between brand and human experience, building systems that feel both functional and emotionally resonant.


AWARDS

TRANSFORM AWARDS ︎
The only global magazine for rebranding and brand development
Dubai, UAE · June 2024

Grand Prix — Careem Rebrand
( First in-house creative studio in the award’s history to win the Grand Prix )

Gold — Careem Best Brand Evolution
Gold — Careem Best Rebrand of a Digital Property
Gold — Careem Best Brand Architecture Solution


DUBAI LYNX ︎
International Festival of Creativity
Dubai, UAE · March 2024

Silver  — Careem Design Craft
Silver — Careem Art Direction

BRAZILIAN BIENNIAL OF GRAPHIC DESIGN ︎
Bob’s Rebranding - Branding Category
Rio de Janeiro, Brazil · 2015


belgoulart@gmail.com
+971 52 395 7486