Bilal Al Mashta

STORY-DRIVEN GRAPHIC DESIGNER,
CREATIVE DIRECTOR

Arabic calligraphy on a black background, reading 'Bilal Al Mashta'.
Interior of a cozy coffee shop with a modern bar, plants, and warm lighting.

I capture untold stories and bring them to life. 

I’m a creative director specializing in story-driven graphic design for people, places, and organizations. With more than two decades of experience at the intersection of design, hospitality, culture, and entrepreneurship, I’ve built a strong understanding of how storytelling shapes meaningful connections.

My focus is on turning authentic narratives into tangible experiences, with a special interest in cross-cultural projects, particularly related but not limited to the Arabic-speaking world.

Discover selected works

CASE 1

A tale of Middle Eastern hospitality

A woman with long wavy brown hair, wearing a black t-shirt that reads 'Spread Hummus Not Hate', is smiling while holding a white plate of colorful hummus topped with salad greens and edible flowers in a restaurant setting with warm lighting and a neon sign in the background.
A serving of roasted eggplant topped with pomegranate seeds, herbs, and yogurt, served with hummus, salad, and sweet potato fries on a wooden board.

When we opened the first Hummus branch in 2016, it called for a new kind of story about the Middle East. One that moved past tired orientalist clichés and instead built a cultural bridge between East and West. The challenge was to connect a centuries-old culinary tradition with a contemporary audience and make it look good.

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CASE 2

Beyond the written word

Book cover titled 'Coulis' by Bilal Al Mashta, featuring an illustration of a hand holding a jar, on a pink background.
Person holding a book with a red and white cover titled 'COULIS' at an outdoor event.

My debut novel Coulis was published by Atlas Contact in the summer of 2023. Three years in the making, it became one of my most ambitious storytelling ventures.

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CASE 3

Storytelling through fashion

A young man standing on a sidewalk next to a stone building, wearing a beige jacket with dark shoulder patches, dark rolled-up jeans, and beige sneakers.
Young man with curly blond hair wearing a blue T-shirt with 'Guy Verres' printed on it, brown shorts, and white shoes standing on city sidewalk with historic building and passersby in background.

When I launched Guy Vernes in 2010, the challenge was to stand apart from the growing crowd of new streetwear labels. The answer was to make clothing more than fashion—it became a medium for storytelling.

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I’m a creative director specializing in story-driven graphic design for people, places, and organizations. With more than two decades of experience at the intersection of design, hospitality, culture, and entrepreneurship, I’ve built a strong understanding of how storytelling shapes meaningful connections.

I focus on turning authentic narratives into tangible experiences, with a special interest in cross-cultural projects, particularly related to the Arabic-speaking world.

Now based in Delft, NL, I’m looking to collaborate with forward-thinking people who have a genuine message to share and are committed to doing something good—whether on a small or large scale.

CLIENTS

Universal Music Group, The Carton magazine, Leiden Universiteit Medisch Centrum, Kataba Paris, Uitgeverij Atlas Contact, Speck Rotterdam, Rietveld Theater, Deer Mama Amsterdam, De Collectie, Gemeente Delft

DISCIPLINES

Graphic Design, Creative Direction, Copywriting, Creative Consultancy

LANGUAGES

English, Dutch, Arabic, French

CONTACT