Information



Jessica Issa
Contact
LinkedIn



Hi, I’m Jessica, a designer who works at the intersection of brand systems, strategy, and digital experience.    

I help shape meaningful design across industries like fintech, mobility, hospitality, and retail; building clarity through narrative, structure, and identity. Whether launching a new business or rethinking an experience, I work where design meets business.  

Currently based between London and Dubai. Available for freelance, contract, or full-time roles globally.



C.V. 



Education
Bachelor of Arts (HONS),Istituto Europeo di Design, Business Design, Barcelona, First Class Honours
2022

Bachelor of Arts, University of British Columbia, Honours Vancouver, Canada
2018

Employment GTB
Lead Brand & UX Designer
Dubai / Remote
2018 – 2024
Brand identity, website, CMS, pricing strategy, delivery ops

Moora Foods
Strategic Consultant – Corporate Transformation
Dubai
2022 – 2023
Stakeholder management, M&A preparation, internal comms systems

Mango
Digital Experience Designer
Barcelona
2023
Experiential retail pitch, digital campaign assets, concept rollout

SEAT
UX Designer
Barcelona
2022
App interface, user flow design, early-stage prototyping

Strange Copy
Freelance Designr
2025
UX, digital layout systems, typography exploration

Aerovista
Web Designer (Remote)
2021
Website redesign, content flow, visual refresh for aviation provider

ReferralsCharbel Issac
Owner / Head of Ops
GTB
charbelissac@gtburger.me

Kristina Lakiyalova
Head of Ops
Aerovista,
kristina@aerovista.aero


Skills
Brand Identity Design
Design System Management
Visual Language Development
User Flow Mapping
Wireframing & Prototyping
Mobile UX Design
User Research & Testing
Component-Based UI
Creative & Art Direction
Cross-Platform Rollout
Stakeholder Communication
Content Architecture
Product Copywriting
Figma & Adobe CC
Webflow, Notion, CMS Platforms



Last Updated 13.07.2025
Brand & Digital Design | Creative Strategy | Systems-Led Storytelling





Role: Concept Designer (Brand & UX System)
Client: Self-directed Concept Neuv
Sector: FinTech
Date: 2025Neuv is a concept fintech platform built around the idea that clarity in finance begins with clarity in design. The goal was to translate data-heavy infrastructure into a high-trust, easy-to-understand interface and identity.

The design language is anchored by a custom mark and a bold logotype using Monument Extended. I paired this with Neue Montreal for clean editorial legibility across interface and system labels. Every asset, from the Insight Grid to the Predictive Engine tiles, was built to feel structured, analytical, and visual-first.

I developed the full system including the layout logic, icon language, colour architecture, tone of voice, and UI hierarchy. From onboarding to dashboard, every screen was mapped as part of a modular system. I built key visual narratives such as 5M datapoints tracked, secure by default, and insight-to-decision moments.

Neuv’s product thinking is expressed as brand balancing emotional trust with analytical clarity.



Client: Mango (spec project)
Role: Strategic Designer, Experiential & Brand Systems
Year: 2022
Location: Barcelona, Spain
Sector: Fashion / Experiential Retail / Sustainability
Team: Solo project (pitched at Mango HQ)
 Mango - Experiential Retail, Participatory Design, Strategic Transformation

I was brought on to explore a new experiential retail and product strategy for Mango’s flagship store in Barcelona. The brief was wide open: rethink the role of the space, align it with Mango’s Mediterranean heritage, and design something that could inform future business models.

What followed was a strategic proposal to close the men’s line on the flagship’s lower floor and replace it with a modular series of co-creative workshops; Mango Skin, Mango Ceramic, and Mango Parfumerie. These sessions allowed Mango to gather rich insight directly from their customers, grounding product creation and future lines in participatory data rather than assumptions.

The full transformation pitch was delivered one-on-one at Mango HQ, proposing a business model shift from fast fashion to slow, insight-driven co-creation. My work included insight gathering, user interviews, service blueprinting, customer journey design, workshop development, and brand narrative. The project merged Mediterranean lifestyle aesthetics with actionable commercial outcomes embedding emotional resonance into every design decision.




Client: SEAT x Anima Design
Role: UX Strategist, UI Designer, Product Vision
Year: 2021
Location: Barcelona, Spain
Sector: Automotive / Mobility / Gen Z Digital
Team: Collaborative Project with SEAT Innovation & Anima Design
SEAT — Mobility UX Reimagined for Gen Z

SEAT partnered with Anima Design to explore the future of digital mobility. I joined the team to reframe the product experience for Gen Z, who are increasingly disengaged by outdated app mechanics and broad, undefined demographic targeting.

My first step was a full critique of the existing product and audience alignment. I proposed a new value proposition: “Experiences empowered by community is the new mindset of mobility.” This insight reframed the app not around transport, but around spontaneous, shared experiences - positioning SEAT as a lifestyle connector, not just a car company.

Through UX interviews and competitive analysis, I created a scalable structure that leveraged:
  • Participatory onboarding flows
  • Adaptive visual systems
  • Content pacing inspired by Ebbinghaus’ memory theory
  • User-generated event feeds, activated post-experience

I designed the full app architecture (Big IA + Small IA), including:
• A custom SEAT feed that only unlocks post-event
• Personalized onboarding via archetype quiz and video-led landing page
• Modular UX screens with Gen Z-optimized navigation and hierarchy

I also built and delivered the final deck using SEAT’s brand fonts and visual DNA, presenting a complete product journey from research to rollout. The project taught me how to navigate large-scale collaboration and how to guide a vision when multiple voices are involved.

This wasn’t just an app redesign it was a shift in how SEAT could show up as a cultural entity in a crowded digital landscape.



Role: End-to-end brand and UX design for a food concept in Dubai
Client: GTB
Sector: F&B
Date: 2018-2024

 GTB was a new burger concept being built from scratch in one of the most competitive digital food markets in the world. No name. No visual identity. No website. No presence on delivery apps. I designed and built all of it.

Over the course of 7 years, I created and maintained every part of the brand’s digital and physical experience. I named the brand, developed the identity, created all touchpoints from menus to uniforms, and launched a responsive website optimised for conversion. I also handled platform strategy across all six major delivery apps in the UAE, managing dynamic pricing, campaigns, and visibility.

The first year was focused entirely on design and build. Every visual asset, page, banner, interaction, label and listing was made by me. I set up a full Notion-based design system and brand hub for internal use, including templates, editable promo assets, and documentation to keep the business running smoothly once live.

Once we launched, I continued to manage weekly design ops, making updates across the website, promo systems, Google business page, and delivery apps. I tracked engagement, tested pricing strategies, and worked with SaaS tools to adjust our visibility through dynamic discounting.

GTB became a consistent top-performer on local platforms and the digital presence I designed supported its ability to operate independently.

Website conversion rate peaked at 11.3%.

Delivery platform visibility increased by 220% in year one.

Manual content operations reduced by 60% through automation systems.


Client: Moora Foods (Subway Franchise Group)
Role: Strategic Operations Consultant
Year: 2023
Location: Dubai, UAE
Sector: F&B / Franchising / Business Transition
Team: Internal ownership group, new buyer consortium

 Moora Foods - Franchise Exit Strategy, Stakeholder Transition, Asset Consolidation

Moora Foods operated three Subway franchise outlets across Dubai, with over 70 staff and a decade-plus archive of customer data. I was brought on to oversee the operational handover of the entire franchise portfolio in the lead-up to a full business sale.

My remit was hybrid and hands-on: I acted as a consultant, mediator, and implementation lead across staff, store, and stakeholder levels. This included mapping out equipment, leases, and asset valuation across all three outlets, creating detailed profit and loss breakdowns, and preparing the final pricing feasibility for the buyer consortium.

Simultaneously, I managed the internal transition to a new Oracle-based POS system, including training all 70+ employees over a three-week schedule. On the ownership side, I handled sensitive documentation (visas, passports, serial numbers, bank accounts), aligned both parties on sale terms, and ensured a seamless transfer of operational control.

From feasibility to finalisation, this was a full-spectrum transformationrequiring financial, logistical, and interpersonal fluency.


© Jessica Issa  (2025)