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PROFILEABOUT

Every project here was built by one person, start to finish. No account manager, no hand-off between specialists. This is the record.

Hamza Ashraf, senior art director

I've directed brand identity systems, UI/UX and product design, and motion branding for clients in sports apparel, legal services, edtech, hospitality and IT consulting. Today I run The Visualist, an independent practice built on agency leadership and team management.

My focus is funded and early-growth startups that treat brand, product and motion as infrastructure rather than a one-off request, the same approach behind Uplift K12 and GoTeach.ai.

After a decade of watching brand, product and motion handled as three separate hires: they were never meant to be.

  • 10+Years
  • $90K+Managed
  • Top 2%Preferred Freelancer
  • 4Continents

Every city the work reached. Drag the bar to move through the decade, or open a city to see everything that ran there.

15 roles and engagements

The timeline

RECORDFREELANCE

Independent engagements, running alongside the roles above since 2021. The ones that produced a case study link to it.

  • 2024

    CultureLancer

    UI/UX & Product Design System

    • UX architecture
    • Low-fidelity wireframes
    • Design system
    • Two-sided product UI

    A brand existed and a product did not. I mapped structure before a single real screen, then built it into a component system that keeps a dozen page types reading as one product, on both sides of the platform.

    Read the case study

  • 2024

    WACA (WA Cricket)

    Interactive Tournament Guide & Design System

    • Editorial system
    • Interactive PDF
    • Print edition

    A 64-page interactive guide for the ANZ Police Cricket Championships, built in about a week, then a matching A5 print edition in three to four days more.

    Read the case study

  • May 2023 – Jul 2023

    Workalistic

    Brand Identity Redesign & Web UI

    • Brand identity
    • Web UI
    • Social collateral
    • Email design
    • Presentation design

    A brand redesign and the web UI to carry it, plus the collateral marketing ran on daily. One system, so a campaign could be started without a designer.

  • Jan 2021 – Sep 2025

    Hari's Garage

    Brand Identity

    • Brand identity
    • Logo & mark
    • Social presence

    The full brand for a northern German garage. A shield mark built to read at the sizes it actually appears: a shopfront, a workshop wall, a phone screen.

  • Oct 2025 – Present

    cpdash.ai

    Brand Identity & Product Design System

    • Brand identity
    • Design system
    • Product UI

    A brand identity and the interface built directly onto it, done solo. 70+ screens are assembled from a reusable system rather than drawn one at a time.

    Read the case study

  • 2022

    Cherish Artz

    2D Brand Intro Animation & Logo Reveal

    • Storyboarding
    • 2D character illustration
    • Brand intro animation
    • Animated logo

    A brand intro animation for a photographer: illustrated character into an animated logo reveal. Mid-build the draft had drifted too close to the client’s own reference, so I flagged it and rebuilt it rather than ship it.

    Read the case study

  1. Aug 2021 – Oct 2024

    Bachelor of Science, Media Science

    Benazir Bhutto Shaheed University

    Advanced Mass Media Architectures, Visual Communication Analysis, Narrative Design Strategies, formal media theory alongside hands-on practice.

  2. Apr 2014 – Feb 2016

    HSC, Engineering

    Bufferzone Degree College

    Pre-Engineering studies: Automotive Systems Analysis, Mechanical Drafting, Structural Engineering Applications.

  3. Mar 2012 – Apr 2014

    SSC, Computer Science

    Pious Secondary

    Foundational Computing, Digital Logic Algorithms, Early Tech Initiatives.