We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Mostafa Abdelmawla Ali ("MAA").
An award-winning Creative Director and Illustrator, with a decade of successful experience in advertising, branding, and illustration. Has worked with a few Fortune 500 companies, and was involved in 360 campaigns and branding projects for global clients like McDonald’s, Coke, Pepsi, Nestle, Miller Coors, Quaker, Gillette, Chevron, Corona, Victoria, Modelo... and more. His work got recognized by international award festivals, like Cannes Lions, Effie, Dubai Lynx, A’Design Awards, and most recently a Hermes Creative Awards (PLATINUM) for his "Cerveza Victoria" limited-edition packaging design, and another A' Design Awards (GOLD) in illustration for his latest Children's book illustrations "Olympic Sun". With a strong background in Illustration, Brand Design, and Art Direction — Mostafa — is a hands-on type of creative, always eager to dive in and craft ideas from scratch. Creatives he worked with described him as reliable, inventive, and art/design chameleon. And as a person, friendly, genuine, and delightful to be around.
Mostafa Abdelmawla Ali Designs
We are pleased to share with you original and innovative design work by Mostafa Abdelmawla Ali.
Mostafa Abdelmawla Ali Design - Olympic Sun Illustrated Book
Designer Interview of Mostafa Abdelmawla Ali:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
MAA : Art runs in my family—both of my parents graduated from the Fine Arts University in Cairo, Egypt. Growing up, my father always encouraged me to explore my creativity. At a young age, I challenged myself by recreating cartoon characters and experimenting with paper crafts. While I initially dreamt of being a professional soccer player, a knee injury shifted my path. That’s when I decided to channel all my passion into design, a natural fit given my self-developed talent in drawing. This led me to pursue a BA in Advertising and Graphic Design, which set the foundation for a fulfilling career in creative fields.
DI: Can you tell us more about your company / design studio?
MAA : I work independently and collaboratively with agencies and studios as a Creative Director and Senior Illustrator in Chicago. My work focuses on delivering impactful branding, advertising, and illustration projects. I've partnered with Fortune 500 companies and global brands, shaping narratives through a mix of traditional artistry and cutting-edge AI-driven tools.
DI: What is "design" for you?
MAA : Design is storytelling through visuals, problem-solving with a purpose, and combining aesthetics and functionality to communicate a message or evoke emotion. It's about crafting experiences that resonate with people while meeting strategic goals.
DI: What kinds of works do you like designing most?
MAA : I particularly enjoy designing packaging and illustrations. Packaging is like storytelling wrapped in a product, while illustration allows me to dive into creative freedom, creating characters and visuals that spark imagination.
DI: What is your most favorite design, could you please tell more about it?
MAA : One of my favorite projects is the illustrated children’s book Olympic Sun, which earned a Gold A'Design Award. The creative freedom it offered allowed me to seamlessly blend storytelling with dynamic visuals and vibrant colors, resulting in a truly fulfilling experience.
DI: What was the first thing you designed for a company?
MAA : It was an interactive tray mat design and illustration for McDonald’s during my time at FP7 McCann. The tray mat is divided into several squares that need to be carefully folded to make a cow, a potato, a head of lettuce, an egg, and a chicken. Once completed, the origami creations can be exchanged for particular items on the McDonald’s menu. I remember being thrilled to see my work come to life on such a global brand.
DI: What is your favorite material / platform / technology?
MAA : Adobe Creative Suite is my go-to platform. I mainly use Adobe Photoshop for building layouts and visuals, and Adobe Illustrator for all the vector art illustrations and character designs. On iPad, I like to use the Adobe Fresco app to do sketches and freehand illustrations. I also enjoy exploring AI-driven tools like MidJourney for conceptual renders, which complement traditional design approaches.
DI: When do you feel the most creative?
MAA : Honestly, I’m most productive late at night when I can focus without distractions. It’s during the early stages of a project—when I’m working to crack the brief or generate a unique creative idea—that my mind feels most energized and engaged.
DI: Which aspects of a design do you focus more during designing?
MAA : I prioritize storytelling, functionality, and the fine details that give a design its unique character. Every element must contribute meaningfully to the overall concept, but my greatest joy lies in creating the initial sketches.
DI: What kind of emotions do you feel when you design?
MAA : Excitement and curiosity fuel my creative process. As a perfectionist, I often feel a persistent sense of dissatisfaction, which drives me to continuously refine and enhance concepts as they develop and evolve.
DI: What kind of emotions do you feel when your designs are realized?
MAA : Seeing my work in action fills me with pride and joy. It’s incredibly rewarding to know that something I created connects with an audience or achieves a specific goal.
DI: What makes a design successful?
MAA : A successful design is one that resonates emotionally with its audience, solves the intended problem, and delivers measurable results for the client.
DI: When judging a design as good or bad, which aspects do you consider first?
MAA : I evaluate how effectively it communicates the intended message and whether it aligns with the project’s goals and brand identity. Aesthetic quality and technical execution are also huge key factors.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
MAA : Designers have a responsibility to create sustainable, inclusive, and ethical designs. We must consider the environmental impact of our materials and ensure our work reflects social values and inclusivity.
DI: How do you think the "design field" is evolving? What is the future of design?
MAA : The design field is evolving rapidly with AI and technology playing transformative roles. The future will likely focus on personalization, immersive experiences, and sustainability. Designers must adapt to these changes while preserving the human touch.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
MAA : My last exhibition was a collaborative showcase in 2022, featuring a series of vibrant illustrations. I’m aiming for another exhibition in 2025 to highlight new illustration projects and design experiments.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
MAA : Inspiration comes from art, culture, and everyday experiences around us. I also find inspiration in my Egyptian heritage, my travels, and the collaborations I engage in. Staying curious and exploring new tools and trends will always feed your creativity.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
MAA : I would describe my style as versatile and detail-oriented, with storytelling at its core. My approach blends traditional artistry with modern techniques, often incorporating vibrant colors to create authentic and impactful designs. Once described as an "Art/Design chameleon," I adapt my work to suit each unique creative challenge.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
MAA : I currently live in Chicago, but my Egyptian heritage deeply influences my designs. Growing up surrounded by Egypt's rich history, art, and architecture, I developed an appreciation for storytelling and symbolism, which I incorporate into my work. My cultural background provides a unique visual language, blending traditional and modern techniques, which helps create designs that are both meaningful and distinctive. Pros: - Rich visual inspiration from Egypt’s history and culture. - Emphasis on storytelling in design. - A global perspective that combines Eastern and Western traditions. Cons: - Cultural assumptions can sometimes limit creative freedom. - Challenges in cross-cultural communication and ensuring cultural references are universally understood. Overall, my Egyptian roots, combined with my experience in Chicago, allow me to create designs that are personal, globally relevant, and meaningful.
DI: How do you work with companies?
MAA : I collaborate closely with teams, aligning creative strategies with brand goals. Whether independently or as part of a team, I prioritize clear communication and a problem-solving mindset.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
MAA : When working with a designer, companies should ensure open communication and a collaborative environment. Providing a detailed brief and being open to new ideas can significantly enhance the results. Companies should look for designers whose portfolios reflect a strong understanding of their industry and brand identity. A good designer isn’t just skilled in execution—they’re adaptable, insightful, and solution-oriented.
DI: Can you talk a little about your design process?
MAA : My design process begins with understanding the client’s goals, target audience, and brand personality. After research, I brainstorm and sketch initial ideas, then develop refined concepts. I focus on storytelling, ensuring every element in the design aligns with the overall message. Feedback loops with the client and team are integral to the process, ensuring that we refine and deliver the best possible result.
DI: What are 5 of your favorite design items at home?
MAA : - Customized prints of my award-winning projects, like the "Olympic Sun" illustrated book. - My sketchbooks, which contain years of ideas and doodles. - A vintage drafting table that inspires me to experiment with hand-drawn concepts. - A Dali-inspired clock—a perfect blend of functionality and aesthetics. - Books on design and creativity, such as Steal Like an Artist and Imaginative Realism.
DI: Can you describe a day in your life?
MAA : My day typically starts with breakfast with my wife and our baby girl, followed by a quick review of my to-do list. I spend most mornings with my family. In the afternoons and evenings, I focus on sketching new ideas, working on projects, and attending meetings. This is when I feel most creative. I also use this time to refine designs and provide feedback. Later in the evening, I set aside time for research or experimenting with new tools. I wind down by updating my social media or spending quality time with my family. On my days off, we enjoy visiting museums together, which is a great source of inspiration.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
MAA : 1. Embrace failure. It’s a natural part of the creative process and often leads to breakthroughs. 2. Keep learning. Stay updated with tools and trends but also explore traditional methods to maintain a balanced skillset. 3. Build your network. Collaborate with others and seek constructive feedback. 4. Develop your unique style. Experiment with different techniques until you find what resonates with you. 5. Be patient. Success in design requires persistence and dedication.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
MAA : Positives: - The ability to create impactful, meaningful work that connects with people. - Opportunities to collaborate with diverse, talented individuals. - The satisfaction of seeing your concepts come to life. Negatives: - Tight deadlines and long hours can be challenging. - The need to balance creative freedom with client expectations. - Design trends evolve quickly, requiring continuous adaptation.
DI: What is your "golden rule" in design?
MAA : My golden rule in design is simplicity with purpose. I believe that a good design should communicate clearly and effectively, without unnecessary complexity. Every element must have a reason to exist, whether it's enhancing the message, improving the user experience, or contributing to the overall aesthetic. This focus on purpose helps me create designs that are both functional and impactful.
DI: What skills are most important for a designer?
MAA : - Creativity and conceptual thinking for crafting unique ideas. - Technical proficiency in tools like Adobe Creative Suite. - Communication skills to articulate concepts and collaborate effectively. - Problem-solving ability to navigate challenges. - Attention to detail to ensure every element aligns with the overall design.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
MAA : - Software: Adobe Creative Suite (Illustrator, Photoshop, InDesign, Premiere Pro), Fresco, Procreate, and AI-driven tools like Firefly, and MidJourney. - Hardware: Macbook Pro, Wacom tablet, and iPad Pro. - Books: "Steal Like an Artist", "It’s Not How Good You Are, It's How Good You Want To Be", and design trend guides. - Inspiration: Behance, Pinterest, Instagram, and museums.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
MAA : I manage time by breaking projects into phases—research, ideation, execution, and refinement. I set clear deadlines for each phase and prioritize tasks based on urgency and complexity. Also tools like Bonsai, Trello, or Asana help can help you stay organized.
DI: How long does it take to design an object from beginning to end?
MAA : The timeline varies depending on the project’s scope and complexity. A packaging design, for example, can take 2–4 weeks, while a branding project might require 1–2 months, and a fully illustrated book can take up to 4–6 months.
DI: What is the most frequently asked question to you, as a designer?
MAA : “Where do you find inspiration?” It’s always a joy to share how culture, travel, and collaboration fuel my creativity. Always pay attention to your surroundings, you'll be surprised.
DI: What was your most important job experience?
MAA : One pivotal experience was working on Coca-Cola’s limited-edition packaging for the African Cup of Nations in Egypt. I pitched and executed a unique double-sleeve bottle design, which resonated with both the client and the audience. The campaign was a huge success, It was a career-defining moment.
DI: Who are some of your clients?
MAA : I’ve collaborated with Coca-Cola, Pepsi, McDonald's, Gillette, Nestlé, Chevron, Quaker, Cerveza Victoria, Miller Coors, and Unilever, among others.
DI: What type of design work do you enjoy the most and why?
MAA : I enjoy packaging and illustration because they combine storytelling, artistry, and technical execution. Packaging, especially, allows for tangible interaction with the audience.
DI: What are your future plans? What is next for you?
MAA : My next steps involve deepening my involvement in illustration and storytelling, particularly through children’s books and editorial work. I want to continue creating projects that have a personal touch and resonate with a wide audience. I also plan to further explore the intersection of design and art direction, challenging myself with more complex, high-profile campaigns and creative collaborations.
DI: Do you work as a team, or do you develop your designs yourself?
MAA : I do both. While I enjoy collaborating with teams for diverse perspectives, I also thrive in developing designs independently, especially in illustration.
DI: Do you have any works-in-progress being designed that you would like to talk about?
MAA : I’m currently working on a children’s book series (called "The Adventures of Foo") that blends vibrant illustrations with an educational narrative and life experiences. It’s a passion project inspired by my lovely wife "Fatma" and baby girl "Frida".
DI: How can people contact you?
MAA : Through my professional platforms: LinkedIn: linkedin.com/in/mostafa-abdelmawla/ Behance: behance.net/Mostafa-Abdelmawla Instagram: @mostafa_abdelmawla Or by email: mostafa.abdelmawla@hotmail.com
DI: Any other things you would like to cover that have not been covered in these questions?
MAA : I’d like to emphasize the importance of adaptability in design. Being described as an "art/design chameleon" is one of the greatest compliments I’ve received, and it reflects my commitment to delivering authentic, impactful designs across industries and mediums.