About

Hello! Née Basma Abouelenein but since all of that can be hard to pronounce, most friends and colleagues call me “Bez” for short. I’m a lover of branding and identity, photography and illustration, and interactive and motion design. Besides my “designy” loves, I also really enjoy putting avocado on everything, being an anthophiliac (a plant-loving-nerd), traveling when I can, romantic comedies, creating culinary masterpieces, and planning how I will one day have my own food truck selling decadent sorbet combinations and fancy sandwiches (because why not?)

I graduated from Moore College of Art and Design in 2012 with a B.F.A. in Graphic Design. I interned in the Philly film and post-production scene for almost a year. I was also a self-employed freelancer for a year after graduation doing design, and motion graphics, as well as wedding and product photography work. In 2013, I was hired full-time at Discovery USA (now a part of Razorfish Health) as a designer on their oncology brands. At Discovery, I primarily worked on oncology drug brands, but I also touched numerous vaccine brands and a few pre-launch drugs during my time there. After Discovery, I made my next big move in 2015 to Cadient Group, a digital experiences agency where I did a lot of web, email, video, interactive, social media, convention and print design on various pharma brands. At Cadient, I worked on various other skills like concepting, campaign marketing and art direction, as well as my management skills of both projects and younger designers.

I have been in the world of pharma ever since and while I’m open to working in other types of industries, pharma spoke to my love of science. It often poses great design challenges and the work creatives do in pharma can have a huge impact on everyday people suffering from debilitating diseases. Design is a lot about education and helping give people a choice or an opinion. In the case of pharma, good design can be the catalyst to changing someone’s life. It can push patients in the right direction in figuring out their course of treatment.

Like famous German-American architect, Ludwig Mies van der Rohe, I firmly believe that all pieces of design are driven by how they are meant to function. I like giving structure and meaning to everything I do. It’s about thinking bigger outside of the computer screen in the beginning and then remembering to add in those final design details at the very end. It’s what makes a brand make sense and not just look good for the sake of looking good. That’s why I chose to work in the design and advertising industry. I want to make brands look smart and good.