Amal Hanafi design
Writing portfolio content for Amal Hanafi, an inspirational designer, architect, and creative leader.
Amal Hanafi is a multi-disciplinary creative leader across creative/art direction, architecture, brand strategy, and entrepreneurship.
Although an established figure with a prestigious and full career, 2022 was the first time he sought to ‘digitalize’ himself. He believed that I could capture his personality, describe his achievements, and tell the story of his projects.
Interviews
I adapt my process to the client’s preferred working style. For example, Amal was more comfortable speaking about his projects than sending notes. I expect this from many of my clients because they’re hiring a writer for a reason. They prefer to talk rather than write.
Clients hire a writer for a reason.
The interview sessions were long — around six individual 2-3 hour sessions throughout the project — and every new session led to pages of notes. I wanted to document every detail. Amal’s projects were so full of excellent information.
As he spoke, I realised the dominant themes and recurring motifs that connected his upbringing, personality, philosophy, and projects. I left each session inspired to revisit my notes and find the best way to tell Amal’s stories.
Portfolio content
One of my first creative decisions was to write the portfolio in the third person but include regular sections of first-person quotes. All of the text was still mine, including the quotes, but my decision to combine first and third person was made for a particular reason.
A sample of the writing
A rare residence by the sea, full of emotion, unusual objectives, and subjectivity, but a mighty synergetic approach without compromise.
“I’ve worked with the owners of the apartment before, who are also good friends of mine. There is a strong and established synergy, which is so important in residential projects. The owners have an impressive passion and understanding of the culture of design. I was excited about the prospect of working with people with whom I already had excellent professional and personal relationships. And I was excited about working in such an incredible location.”
The process began by asking the client their preferences and then challenging them. What is relevant to you in your everyday life? How often do you welcome guests? Do you have parties? What is the most fundamental living experience in your house that is most important to you? No decision was made on a superficial belief. Instead, Amal listened, challenged, then acted on a firm foundation. How can this apartment provide meaning to the lives of its owners?
The Rio apartment faces the sea with a 180-degree view, like the bow of a boat, which impacted the concept of the residence. Entering the place should unbusy and unburden the mind. You are now somewhere else.
Amal used Danish Dinesen floorboards, which is the first time they have been installed in a project in Brazil. The natural wood floor is a tonal and organic extension of the sand below, and looking out one of the windows inspires the feeling of floating on your private beach above the noise.
The walls were kept white. It seems simple, but the longer one looks, the more one notices the levels of sophistication. Such is the nature of detail. Design brings comfort and quality to humanity. Over time, specific details become noticeable, and, perhaps unknowingly, a compelling story is unfolding.
The doorway is not a door but a transition between two spaces, a creative construction that conjures positive human emotion through interaction. As with Amal’s other decisions, this one is in service to its purpose of maximizing the human experience. Above all, this experience brings well-being to people by disconnecting them from urban life’s busy and often banal artifices.
Amal is humble, modest, and never boastful. The third-person text allowed me to write the objective truth of his accomplishments, while the first-person quotes provide an essential personal touch. The reader feels Amal is in the room, sharing details and highlights from his story.
The case studies do so much more than relay the project details. They provide insight into Amal’s personality, approach, and philosophy. They present his reasoning and highlight the practical value of his immense devotion to the detail in his designs.
Final Thoughts
I’m delighted with Amal’s portfolio. It describes his work in a level of detail and specificity that only he could communicate. It also reflects his nature, offering readers a genuine glimpse of how it feels to hear a tremendously talented creative tell his stories and offer his opinions.
A UNIQUE EXPRESSION
If you want me to help you explore and express your process, I’m here to help.