AMMAN — “What connects me most to Visuals is that I do it
out of love. I get things done because I want to, not because I have to,” said
local entrepreneur Shahed Darwazeh, founder and creative director of a small
business that she started fresh out of college
اضافة اعلان
Visuals offers graphic design, packaging, and branding
services. It is premised on the idea of creating a visual identity for a
product –– a step-by-step process that Darwazeh describes as starting verbally,
by “sitting down with the client, understanding their vision, and writing their
story.”
Darwazeh then works to transform that nascent idea into a
visual one, creating a final product that is both visually appealing and
practical. She emphasized that her products represent a combination of
problem-solving and storytelling.
While completing her undergraduate degree in architecture,
Darwazeh approached her projects with a graphic design mindset. She had a sharp
eye for detail, branding, and gauging the user experience. She said that she
soon realized those were skills she wanted to reflect in her career, prompting
her to establish Visuals.
Darwazeh founded Visuals following the onset of
COVID-19,
during a period that has stifled economic opportunity and prompted a rise in
unemployment in much of Jordan. But she believes the pandemic has left her
well-equipped to tackle problems head-on, and she told Jordan News that she
feels optimistic about the prospects of expanding her business, given the
challenges that she has already been able to overcome.
The designer also noted how challenging it is to be an
entrepreneur in Amman, owing primarily to a lack of resources. She finds that
most of her support comes from her own generation and other small business
owners.
At first, Darwazeh executed every aspect of her business
herself, from packaging and design to product and content creation. She
described an “initial reluctance to ask for help” and an urge to do everything
herself. When that began to take a toll on her, she looked to build a team and
delegate responsibility.
Darwazeh sought out individuals who shared her passion for
delivering the best product possible. She currently leads a team made up of a
content creator and a production manager helping ensure that the production of
her handmade products meets a certain standard.
When experiencing “art block,” Darwazeh draws inspiration
from her immediate surroundings. She is a strong believer that art is
everywhere — a mindset that serves her well when she starts to get discouraged
by the grimness of current events.
Visuals offers its
services to vastly different industries, which Darwazeh said keeps her inspired
and prevents redundancy. “Each client tells a unique story … it is far more
exciting than working with the same group of people and gets us moving in
different directions,” she explained.
Visuals also caters to individuals as well as businesses,
providing personalized notebooks and desk tools.
Visuals has already started to expand its reach beyond
Jordan, serving clients in Dubai, Palestine, Saudi Arabia, and the United
States.
Moving forward, Darwazeh hopes to have a physical space
where she can meet her clients face-to-face. She ultimately plans on opening
several branches and reaching a wider demographic of customers.
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