Pick the one that sounds like your week: you get the move I would start with and a case where it worked.
Pick the one that sounds like your week:
Lama Assaf
I turn messy inputs into one decision a room can defend, then ship the proof.
Creative strategist for fourteen years, from Cannes-winning campaigns to a Layer 1’s product line to independent AI work. I run the workshops, do the discovery, write the vision and the success metrics, and build the prototype that settles the argument.
Messy to decided
Six scraps from real projects, each sorted into one of four moves.
- 38 strings, 9 drifted
- Figma → tokens
- 9 open decisions
- who owns this?
- 7 screens, ~8 min
- the model never owns state
-
Extract the truth
Capture what is there before anything gets rewritten.
-
Converge the room
Every open decision gets an owner and a recommendation.
-
Prove it
A working demo or evidence on the rendered page, not a deck.
-
Keep a hand on the gate
The model proposes; a person decides what ships.
What’s messy on your side?
Converge the room
Enterprise AI startup
9 open decisions, each with an owner
Read the case, Enterprise AI startupExtract the truth
Expert-network agency
38 strings audited: 25 accurate, 9 drifted, 4 stale
Read the case, Expert-network agencyKeep a hand on the gate
Physio clinic WhatsApp bookings
The model proposes, the code decides: the model never owns state
Read the case, Physio clinic WhatsApp bookingsProve it
Luxury fashion storefront
A logo invisible on 13 of 19 pages, and on all 19 once scrolled; found and fixed
Read the case, Luxury fashion storefrontThree ways teams bring me in
-
Strategy and discovery
Workshops, discovery, vision, success metrics and research. I get the room to one decision and write it down so it holds.
-
Design and product
Journeys, personas, specs and design systems. The decision turns into something people can use.
-
AI transformation
Where AI earns its place, agents with a human gate, and time saved measured where it can be.
Selected work
All projects-
AI Startup Strategy
Strategy support for an early-stage AI startup: workshops, research and positioning, turned into a presenter-led interactive demo for client and investor conversations.
-
Staking
Built Zilliqa's first staking portal from scratch. I led the designers and engineers through the user flow, the roadmap and testing, and a design-led process cut production time by nearly 40%.
-
$HRSE
Helped launch The Winner's Circle, Zilliqa's web3 fan platform for horse racing. I led UX and loyalty strategy, designed the onboarding for non-crypto fans, managed delivery across teams, and built the website myself to hold budget and date.
-
AutoAgency
My own product: a desktop workspace where a small team's AI agents run recurring work on a schedule, with a record of every run. It ships with atelier and salon, two operator plugins I built for design, product and social work.
-
Red Clay
Built a court booking platform for a tennis and pickleball club in Beirut, from the first database table to the live site, and I still ship fixes to it every week.
-
Meiven Partners
Marketing site for an independent merchant banking advisory firm. Astro and Sanity, deployed on Netlify, with quiet typography for a client whose brand is discretion.
Field notes
Enterprise AI startup, transformation decision platform
Two founders had two timelines and two stories about the same product. We planned the strategy workshop around nine open decisions, each with an owner and a deadline: before the partner meeting, before investors, before the build. The proof was a seven-screen demo, presented live, not a deck.
Luxury fashion storefront
The plan said four answers would unblock everything, so those came first. Then every fix was checked on the rendered page at three breakpoints, not read back from settings. That is how four live defects nobody had briefed came to light, one of them a logo that could not be seen on 13 of 19 pages.
Physio clinic WhatsApp bookings
Staff answered WhatsApp by hand, and callers send voice notes that mix a regional Arabic dialect with English and French. The bot keeps their own words as the clinical record, and the audio alongside, and never translates them away. The model proposes and the code decides. The model never owns the state of a booking.
From people I worked with
Her exceptional strategic mind and her unbeatable eye for craft make her one of the best creatives of her generation.
Lama is not only a pleasure to work with. She also has a remarkable talent for unravelling complexity and designing intuitive user journeys for even the most sophisticated applications.
Creative, curious, flexible, talented, hard working and an absolute pleasure to work with.
Bring the messy version.
It is the useful one. Book a call, or write to me first.