MAISON
HIJAB

Brand Identity • Creative Strategy • Direction • Visual Storytelling

I worked with MAISON HIJAB from its earliest stage, helping translate an initial question into a clear brand identity.

My role spanned brand strategy, naming direction, visual identity, and art direction, laying the foundation for a brand rooted in confidence, elegance, and empowerment.

FOR THOSE WHO THRIVE

Defining the Why

The brand started with a question: Why can’t hijabs make you feel comfortable and confident?

My role was to translate that question into strategy, framing both the vision and the visual language. This wasn’t about fashion alone; it was about confidence, presence, and representation.

Creative Strategy & Positioning

I helped articulate the brand’s purpose, positioning it at the intersection of empowerment and aesthetic simplicity.

We defined: core audience insights, category narrative and emotional territory, brand pillars that translate into every visual choice.

This strategic foundation anchored creative decisions across identity, imagery, and expression.

A woman wearing a dark red headscarf, a black blazer over a maroon zip-up sweater, against a light gray background.
Close-up of burgundy fabric with the words "Maison Hijab" overlaid.
Close-up black and white photo of a smiling person with closed eyes, holding their face with both hands, wearing a headscarf.
A crumpled white cloth draped over a set of beige stairs with metal edges.
A woman wearing a light blue hijab, white oversized shirt, and gray pants, standing against a plain gray background.
Profile of a young woman wearing a burgundy headscarf and a dark jacket with a ribbed collar
A black cloth-covered object on a plain white background with the text 'MAISON HIJAB' in white capital letters.
Woman wearing a dark maroon hijab, black blazer, and a zip-up maroon sweater against a plain light gray background.
Close-up black-and-white photo of a young woman wearing a light headscarf, with her face near the camera, looking directly, with her hand partially obscuring her face.
White fabric draped over an object against a plain light gray background, with the words 'MAISON HIJAB' overlaid.
Close-up portrait of a young woman with light skin and wearing a white headscarf and cream-colored sweatshirt
Side profile of a young woman wearing a light blue hijab and a white shirt, against a plain gray background.
A woman wearing a beige hijab, an oversized beige sweater, and a long, shiny green skirt, standing against a plain, light-colored background.
Woman with dark skin wearing a beige headscarf and beige trench coat, facing to the right, against a plain light background.
A beige fabric draped over gray stadium bleachers, creating a flowing, layered appearance.
Close-up black and white photo of a smiling person wearing a headscarf, with the focus on their face and neck.
A woman wearing a black hijab, brown blazer, blue top, black pants, and white sneakers sitting on a black chair against a plain light gray background.
Profile of a woman wearing a maroon headscarf and a dark jacket
Empty maroon fabric draped over a chair with 'MAISON HIJAB' text overlay.
A woman wearing a dark hijab, a brown blazer, and blue gloves, resting her chin on her hand against a plain light gray background.
A young woman wearing a light gray hijab and a bright red dress against a plain background.
Close-up of dark blue fabric with the text 'MAISON HIJAB' printed in white in the center.
A woman wears a black hijab, a brown checkered blazer, a bright blue top, and black trousers, standing against a light gray background.
A white sheet draped over three steps or stairs.
A young woman wearing a light green hijab and beige blazer, lying on her side against a neutral background, with a relaxed expression.
Fashion model wearing beige pants, cream sweater, fluffy white coat, and brown hijab, seated on a black stool against a plain gray background.
Brown fabric draped over a chair or object with the text "MAISON HIJAB" in white letters across the front.
Close-up of a woman wearing a brown headscarf and a cream-colored fluffy coat.
Close-up of brown fabric with a smooth, slightly shiny texture and visible weave pattern.
Side view of a woman with a brown headscarf, wearing a cream turtleneck sweater with fur sleeves, beige wide-leg pants, and dark shoes against a plain gray background.
Close-up of a brown fabric with the text 'MAISON HIJAB' across it.
Close-up portrait of a woman with a beige hijab and a yellow jacket, showing clear skin with freckles, against a plain gray background.
Close-up of olive green fabric with the text 'MAISON HIJAB' in white lettering.
A woman wearing a green hijab and a gray knit sweater, posing against a plain gray background with a neutral expression.
A young woman wearing a burgundy hijab and a layered outfit, including a burgundy zip-up sweater and a black blazer, against a plain gray background.
A woman wearing a beige blazer and matching pants sitting against a plain background. She has a light green headscarf and has a calm, confident expression.
Side profile of a woman wearing an olive green headscarf and a gray textured sweater, against a plain gray background.
A white cloth draped over empty church pews.
Close-up portrait of a young woman wearing a light gray hijab and a red top.
A woman wearing a green headscarf, gray sweater, and black pants, standing against a plain background.
A woman wearing a light gray hijab and a red top, looking at the camera with a serious expression.
A young woman with fair skin, blue eyes, and dark eyebrows, wearing a light gray hijab and a dark blue top, looking slightly to her left against a plain light background.

Brand Identity & Visual World

Display of several fashion advertisements featuring women wearing sunglasses and headscarves, with text promoting Maison Hijab and fashion items.

I designed a visual system rooted in calm sophistication, modern, tactile, and honesty.
The identity reflects both heritage and contemporary expression, giving room for strength, softness, and movement.

Art Direction — Unearthing the Real

Across photoshoots and campaign visuals, my focus was on human presence, not perfection.
I directed imagery that feels lived-in, grounded, and true, where fabrics tell stories and gestures feel authentic.

Black and white photo of a woman wearing a hijab, looking at the camera, with the text "Maison Hijab" overlaid.
A woman wearing a grey hijab and red top in a portrait setting with "MAISON HIJAB" text overlay

Realness in Storytelling

Alongside polished campaign visuals, I captured analogue behind-the-scenes moments, raw frames that reveal process, context, and atmosphere. These moments aren’t refined, they’re real. They give texture to the brand’s world and connect with people on a human level.

Open magazine pages displaying a model wearing a yellow hijab on the cover and an article about a hijab pop-up store in Utrecht, Netherlands.

Content Strategy & Early Social

I shaped the initial content direction to reflect authenticity, not staging.
Our story wasn’t told as look at us, but as feel with us. Organic rhythms. Less gloss, more life.

Outcome

MAISON HIJAB launched with a visual identity and narrative rooted in clarity and purpose. My involvement covered the founding years, building the brand from question to identity. The brand has since grown to 56.5K followers on Instagram and expanded into physical retail across Morocco. It's a brand that doesn't just exist. It feels seen.

A close-up black and white portrait of a woman wearing a light-colored headscarf, with her face partially blurry and her finger pointing towards the camera.
Instagram profile page titled maisonhijab with a grid of colorful photos including people wearing headscarves, sunglasses, fabric textures, and a logo, displayed on a smartphone.