I’m a self-taught brand identity designer and the person behind Hamdi Designs, an independent studio focused mainly on growing SaaS companies.
I’ve been designing for more than 8 years, working with businesses across SaaS, ecommerce, food, apparel, and other industries.
These days, I’m especially interested in what happens after the logo is finished. How the identity works across the product, website, and everything around it.
I’ve always liked exploring things.
Before branding, that meant experimenting with Android app development, interior and exterior design, and eventually graphic design.
Then I came across a YouTube video explaining the hidden meaning behind famous logos.
That got me.
I loved the idea that something so simple could carry so much meaning. A symbol could look almost effortless, but have an entire idea sitting behind it.
That curiosity pulled me into logo design, then brand identity, and eventually into building complete visual systems.
I taught myself along the way through courses, classes, practice, and a lot of experimenting.
Hamdi Designs grew with me too. It started under my own name, became Hamdi Graphics for a while, and eventually turned into Hamdi Designs, the name I still use today.
When I first got into branding, I mostly wanted to make beautiful logos with a clever idea behind them.
I still care about the logo. A lot.But over time, I started looking at everything around it too.
The colors. Typography. Graphic language. Imagery. Product. Website. The little things that determine whether the identity actually feels consistent once it leaves the presentation.
And before any of that, there’s the question of whether the design makes sense for the business and the people it needs to connect with.
That’s why my process today starts with clarity before visual exploration.
The goal isn’t just to make something that looks good. It’s to build a system that feels right for the brand and can keep working as the company grows.
I’ve always been fascinated by apps and digital products.
I’ve built software myself, learned to code, and experienced what it’s like to think about a product from the other side, not just as the designer brought in at the end.
That made SaaS a natural direction for Hamdi Designs.
I like seeing how a brand moves beyond the identity presentation and into the actual product. How the typography behaves inside an interface. How the colors work across UI states. How the marketing site and product can feel like they came from the same company.
I’ve also simply enjoyed working with SaaS clients.
Over the years, I’ve worked on financial products, delivery apps, and other digital tools, including a screenshot editor with both web and mobile versions.
Some of my favorite projects have been the ones where I could follow the work from the brand into the product itself.
I run the studio independently, which means when we work together, you’re working directly with me.
I’m the person asking the questions, exploring the ideas, designing the system, presenting the work, and preparing the final handoff.
There aren’t layers between the conversation and the design.
That setup works well for me because I like staying close to the problem throughout the project, and it keeps communication simple for the client too.
I’m not trying to make Hamdi Designs look like a large agency.
I’d rather keep the studio focused, take on the right projects, and do the work thoughtfully.
Over the years, I’ve created digital products for other designers, including brand guideline templates, graphic assets, and mockups.
Then I started learning to code.
One of the results is Brand Bento, a live brand-guidelines builder I originally started because I wanted a better way to create and hand off brand systems.
It grew out of the same curiosity that brought me into design in the first place: seeing something that could work better, then figuring out how to improve it.
I don’t think of building products as something completely separate from design. It’s another way for me to understand the problems around the work and explore better ways of solving them.
That curiosity doesn’t really switch off when I stop working.
I like learning new things, experimenting with tools and technology, and disappearing down the occasional rabbit hole just to understand how something works.
Design just happens to be the rabbit hole that stuck.
If your brand, product, or website needs to catch up with where the company is going, tell me what’s changed and what you’re trying to build next.
