At What’s Up we get the opportunity and pleasure of meeting some of the most creative artists in Saudi Arabia, and that proves that not only do Saudis have an exquisite taste for art and fashion but that they too can celebrate their own homegrown talent.

For this issue I met up with a group of such gifted people and amongst them was Ghaith Beshri.

Beshri’s gift has enriched my sight with the eye-candy I saw created by this young artist who started as a graphics designer then become the associate creative director at DDB, the most awarded creative agency in the world. Now BeShri is building such a solid brand name for himself as a specialist branding guru. Some of his clients would even recommend you asking him to Go Wild if you want to tap into his most ingenious inspired branding ideas. From what I’ve seen so far, I find it hard not to notice the spark of brilliance he has to offer.

What’s Up: When I looked at your CV I found that you studied computer science in Kind Saud University; how did that spiral into graphics design?

Ghaith Beshri: I’d had a passion for computers since a young age, and that got me into studying that major, but I believed that computer science needed an injection of creativity and innovation, so I looked towards branding and advertising, where I felt that with this field I can bring my creativity to life through visuals, colors and shapes. While doing that, I got a part time job as an intern at a small design-house agency learning the ropes as they say, and the guys there helped me a lot to cope. I was assigned to work on packaging designs and gift items.

I found passion in discovering the advertising and the branding world! So after finishing college I joined JWT, an international advertising agency, as a graphics designer, where I worked on 360 advertising campaign for big companies like, Domino’s Pizza, MBC2, Nadec, Saco, Saudi Hollandi Bank, and Shell.

I also did my best to develop my skills by taking online courses and studying the latest case-study in branding and advertising, plus, I studied the mechanism of how to evaluate the award wining ads and how these ads and brands are created. Later on, I got engaged into more tasks since my director wanted a Saudi approach to tap into the culture; you see you need a Saudi to send a proper advertising message to another, and that is where I excelled. I found I could send that message with creative and modern graphics design.

WU: From what I see, I can tell you are no ordinary graphics designer; how did things progress after that?

BeShri: I joined Grey Worldwide as an Art Director, and got another set of big clients that added a lot to my portfolio, companies like, Bank AlBilad, Dar Al-Arkan, Hoshanco, Lurpak, and Visa.

As an Art director, I learned how to lead successful business pitching to clients; I learned tricks of the trade in marketing and advertising; like when to use humor, small twists, or even direct message depending on the product and type of market segment.

WU: So you developed most of this from experience?

BeShri: Apart from online courses, most of my skills have been developed by considering every company or concept as a case study and a new challenge.

When I moved to DDB Worldwide, I became an Associate Creative Director, getting more clients like Sama Airlines, Sony, and Dar Al Uloom College; I even handled advertisements and launch campaigns for clients form Saudi Arabia, and GCC.

WU: That’s like taking it to another level altogether; it takes a lot of thought on the companies’ long term strategies, right?

BeShri: That’s true, sometimes people won’t notice the theme or the consistency in their favorite restaurant; my job was to re-brand all that.

WU: But getting into that takes more than graphics design or even creative ad design.

BeShri: You have to understand marketing principles, you have to learn about company and brand positioning, then you have to come up with the “big idea” the core concept, then you have to translate this “big idea” to 360 branding and building a 4 dimensional character for that brand. Now to bring all this to life, I studied some interior decor, packaging, interactive 3D design, fashion design, production design, and how to use the right materials, when you get into creating a corporate identity you need to focus on everything, from the logo, stationery, to the whole surrounding environment, every single detail makes a difference.

WU: Does being a native Saudi in this line of business add, let’s say, a niche when it comes to understanding what the public is looking for?

BeShri: Definitely, I work in the communication business; my job is to send a clear message to the public, and if I don’t understand how that public reacts to a certain message, it could send the wrong idea. The first rule you learn in this business is that “it isn’t necessarily what you say, but how you say it” You have to understand the culture you live in, better still is to be part of this culture.

WU: I’m curious; do you consider yourself as an early morning bird or a nocturnal night owl?

BeShri: It really depends; sometimes I find myself energies with a boost of creativity during the early hours of the day, while on other occasions I would stay up all night working in the peaceful silence of the night. So I guess it depends on when the muse visits!

WU: Do you have anything new coming through the pipeline?

BeShri: There is a new project I am working on, that will target the public; that is all you will get from me for now, but What’s Up will be the first to know, so your readers will get the exclusive when that project comes to light, let’s keep it at that for now.

You can find more about Ghaith Al Beshri by visiting: www.BeShri.me

SIDE NOTE

Achievements:

- Best new brand launching GMR award 2007 (SAMA airline)

- BeShri has been selected one of the best new young creative faces in GCC by GMR magazine 2007