Mostafa Abdelmawla Ali

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Mostafa Abdelmawla Ali ("MAA") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

MAA : I have over 10 years of experience in advertising and branding, blending traditional artistry with modern techniques. My academic foundation lies in applied arts and visual communication, but my growth as a designer has resulted from continuous learning, experimentation, and embracing my diverse cultural heritage. I have successfully collaborated with global clients, including Fortune 500 companies such as McDonald’s, Coca-Cola, PepsiCo, Nestlé, and Gillette. My expertise spans 360° campaigns, branding systems, and innovative packaging design, recognized by prestigious awards like the Cannes Lions, Effie, A’ Design Awards, and more.

DL: What motivates you to design in general, why did you become a designer?

MAA : Design allows me to tell stories, connect with people, and evoke emotions. The joy of transforming abstract ideas into impactful visuals is what drives me. You can say that I became a designer because it felt like a natural extension of my curiosity and love for creativity.

DL: Did you choose to become a designer, or you were forced to become one?

MAA : I chose to become a designer. It was a path that resonated deeply with my passion for art, culture, and problem-solving.

DL: What do you design, what type of designs do you wish to design more of?

MAA : I primarily work on branding, illustration, and storytelling-driven projects. In the future, I wish to explore more immersive designs, like experiential branding and interactive digital experiences, but also design more illustrated books and engaging materials for children.

DL: What should young designers do to become a design legend like you?

MAA : Focus on storytelling, embrace your individuality, and never stop learning. Be adaptable, stay curious, believe in skills, and always seek feedback to improve.

DL: What distinguishes between a good designer and a great designer?

MAA : A good designer solves problems; a great designer creates solutions that resonate emotionally, culturally, and universally.

DL: What makes a good design a really good design, how do you evaluate good design?

MAA : A truly exceptional design seamlessly combines functionality, aesthetics, and emotional resonance. It solves the intended problem effectively, is visually harmonious, and aligns with the brand and audience. Great design stands out through originality, demonstrates technical excellence, and often produces measurable results. Ultimately, it’s judged by how well it communicates, engages, and achieves its purpose while leaving a lasting impression.

DL: What is the value of good design? Why should everyone invest in good design?

MAA : Good design simplifies complexity, builds trust, drives emotional engagement, and boosts performance. It adds value by enhancing user experiences, increasing conversions, and differentiating brands. Investing in good design is a strategic decision that delivers lasting impact and success.

DL: What would you design and who would you design for if you had the time?

MAA : If I had the luxury of unlimited time, I would focus on designing interactive educational tools for children that fuse art, culture, and storytelling. I envision projects that celebrate diversity, showcasing global traditions and folklore through a modern lens. For example, creating apps or games that teach history or science while introducing children to design principles. My aim would be to inspire the next generation of creatives and problem solvers by blending learning with imaginative play.

DL: What is the dream project you haven’t yet had time to realize?

MAA : My dream project is a children’s book series inspired by my Egyptian heritage. It would combine rich visual storytelling with universal life lessons, featuring characters that embody the vibrancy of our culture. Each book would focus on a specific aspect of history, art, or philosophy, simplified for young readers but designed with intricate illustrations and textures. The goal is to create something timeless—something that sparks curiosity and builds a bridge between cultures for readers around the world.

DL: What is your secret recipe of success in design, what is your secret ingredient?

MAA : The secret ingredient to my success is adaptability combined with authenticity. Design trends and tools are constantly evolving, so staying curious and willing to learn is essential. However, what truly sets my work apart is ensuring it reflects a genuine story or purpose. Every project I take on begins with a deep understanding of the narrative behind it. By staying true to the story and tailoring it with flexibility to fit the context, my designs maintain both relevance and emotional impact.

DL: Who are some other design masters and legends you get inspired from?

MAA : I draw inspiration from a diverse range of design legends. Paul Rand’s ability to communicate complex ideas with simplicity, Paula Scher’s mastery of typography, and Stefan Sagmeister’s bold, experimental approaches are constant sources of awe. I also admire modern innovators like Jessica Walsh, who seamlessly blend photography, art, and design. Their work demonstrates how design can transcend traditional boundaries and venture into uncharted territories, something I strive to incorporate into my own projects.

DL: What are your favorite designs by other designers, why do you like them?

MAA : My favorite designs by other designers are those that masterfully blend clarity, creativity, and timeless appeal. For example: - Massimo Vignelli: I deeply admire his work for its disciplined minimalism and focus on structure, particularly the iconic New York City Subway map. His designs demonstrate how simplicity and grid systems can create visually striking and highly functional outcomes. - Petr Galadzhev: His vibrant and surreal visual compositions captivate me. The way he plays with bold colors and dynamic forms creates emotionally charged designs that are as compelling as they are visually innovative. - Armin Hofmann: Hofmann’s mastery of Swiss Style, especially in his posters, stands out for its precision and emphasis on balance between type and image. His ability to communicate complex ideas through simple, geometric design is timeless and inspiring. These designers excel in creating work that transcends trends, delivering designs that are not only visually impactful but also enduring and influential.

DL: What is your greatest design, which aspects of that design makes you think it is great?

MAA : My greatest design, and also my favorite, is the "Olympic Sun" children's illustrated book project. While it may not be the most technically complex or widely acclaimed, it holds a special place in my heart because it allowed me to combine storytelling with vibrant, expressive illustrations. What makes it stand out to me is how the design captures the imagination of children through dynamic visuals, a playful color palette, and engaging layouts that bring the narrative to life. Additionally, the project challenged me to balance creativity with clarity, ensuring the story resonated with young readers while maintaining a cohesive and appealing design. The emotional connection and joy it has brought to others make it truly special in my eyes.

DL: How could people improve themselves to be better designers, what did you do?

MAA : Improving as a designer requires a mix of discipline, curiosity, and humility. I believe in learning from everything—nature, art, architecture, conversations, and even failure. Seeking feedback and being open to criticism is crucial. I make it a habit to experiment regularly, whether by trying a new tool, working on personal projects, or exploring unfamiliar design disciplines. Staying inspired by others, attending design conferences, and reading about industry trends also keep my skills sharp.

DL: If you hadn’t become a designer, what would you have done?

MAA : If I hadn’t become a designer, I would have pursued a career in illustration and animation. Both fields share my passion for storytelling and creativity, and I find immense joy in bringing ideas and characters to life through visuals and motion. Illustration allows for rich, expressive detail, while animation adds a dynamic element, creating engaging narratives that resonate with people of all ages. These disciplines align closely with my skills and interests, and they offer limitless opportunities to explore imagination and craft compelling stories.

DL: How do you define design, what is design for you?

MAA : Design, for me, is the art of solving problems visually and emotionally. It’s about creating solutions that are not only functional but also leave a lasting impression. Design bridges gaps—between cultures, ideas, and people—and transforms abstract concepts into tangible, relatable experiences. It’s more than just aesthetics; it’s a way to communicate, connect, and innovate.

DL: Who helped you to reach these heights, who was your biggest supporter?

MAA : My biggest supporter has always been my father, and he was the first person to believe in me. While my wife has played an important role, offering invaluable encouragement as I’ve moved through different stages of my career, it’s my father’s unwavering support that laid the foundation for my journey. His belief in me has been a constant source of motivation throughout my growth.

DL: What helped you to become a great designer?

MAA : Becoming a great designer wasn’t just about acquiring technical skills; it was also about cultivating a mindset of curiosity and resilience. The willingness to constantly evolve, learn from mistakes, and keep pushing my craft forward has been integral. I also invested a lot of time in studying various design styles and understanding how other disciplines—such as architecture, art, and literature—inform design thinking. Collaborating with other creatives and learning from their perspectives has made me a better designer as well.

DL: What were the obstacles you faced before becoming a design master?

MAA : One of the biggest obstacles I faced before becoming a design master was my own perfectionism. While it drives me to constantly improve my work, it also created challenges early in my career. I would spend excessive time refining details, which sometimes led to delays or self-doubt. Another challenge was learning to strike a balance between my creative vision and practical constraints, like deadlines or client feedback. Over time, I realized that perfection isn’t about flawless execution but about delivering impactful designs that resonate with the audience. This mindset shift, combined with consistent practice and learning, helped me channel my perfectionism into a strength rather than a barrier.

DL: How do you think designers should present their work?

MAA : Designers should present their work with confidence and clarity, but also with humility and a willingness to discuss their thought process. I believe the narrative behind the design is as important as the design itself. Presentations should focus on explaining the reasoning, the context, and how the solution fulfills the problem it’s addressing. It’s essential to convey the emotional and intellectual journey that led to the final outcome, as this helps clients, collaborators, and audiences connect with the design on a deeper level.

DL: What’s your next design project, what should we expect from you in future?

MAA : My next steps involve deepening my involvement in illustration and storytelling, particularly through children’s books and editorial work. I want to continue creating projects that have a personal touch and resonate with a wide audience. I also plan to further explore the intersection of design and art direction, challenging myself with more complex, high-profile campaigns and creative collaborations.

DL: What’s your ultimate goal as a designer?

MAA : My ultimate goal as a designer is to create work that sparks conversation, promotes change, and leaves a legacy. I want to design projects that challenge the status quo and make a lasting impact on both the visual world and the communities they serve. The end goal is to inspire future generations of designers to embrace their creativity and use it as a tool to solve real-world problems, promote cultural understanding, and innovate for a better future.

DL: What people expect from an esteemed designer such as yourself?

MAA : People often expect me to bring a fresh perspective and innovative solutions to the table. They look to me for expertise and guidance on how to communicate complex ideas through design. There’s also an expectation of high-quality work, which I aim to meet by carefully considering every detail and ensuring that each project is a true reflection of my skill and passion. I also believe that people expect me to be a thought leader in the design community, contributing to conversations that help shape the future of the industry.

DL: How does design help create a better society?

MAA : Design plays a pivotal role in shaping how we interact with the world. By creating functional, inclusive, and visually appealing designs, we can influence the way people think, behave, and connect with each other. Well-designed solutions—whether in architecture, products, or digital platforms—can make life easier, more accessible, and more enjoyable. Furthermore, design can highlight social issues, raise awareness, and encourage positive change, helping create a more equitable and empathetic society.

DL: What are you currently working on that you are especially excited about?

MAA : I’m currently working on a children’s book series (called "The Adventures of Foo") that blends vibrant illustrations with an educational narrative and life experiences. It’s a passion project inspired by my lovely wife "Fatma" and baby girl "Frida".

DL: Which design projects gave you the most satisfaction, why?

MAA : One project that stands out is the children’s illustrated book I created, Olympic Sun. It was a deeply personal project where I drew inspiration from actual world-class athletes to craft a story that blends success, determination, and vibrant visuals. Seeing children’s reactions to the book, knowing it sparked their imagination and curiosity, gave me unparalleled satisfaction. Another project was a branding initiative for a global brand, to create a limited-edition packaging design for the Coke ACN campaign in Egypt. Projects like this demanded a balance between creativity and adherence to strict brand guidelines, all while working under tight deadlines. Knowing my design played a role in amplifying their goals made it feel incredibly worthwhile.

DL: What would you like to see changed in design industry in the coming years?

MAA : In the coming years, I’d love to see a greater emphasis on originality and creativity in the design industry. With the rise of templates, AI-generated content, and the pressure to produce quickly, there’s a growing risk of designs becoming repetitive or losing their unique voice. Encouraging designers to take more risks, experiment, and embrace their individuality would lead to richer, more impactful work. I’d also like to see clients and brands value authentic, original ideas over trends, giving designers the freedom to push boundaries and craft designs that truly stand out. Ultimately, prioritizing creativity and originality would elevate the entire industry, fostering innovation and making design a more exciting and fulfilling space.

DL: Where do you think the design field is headed next?

MAA : The design field is becoming increasingly interdisciplinary, with technology playing a central role. I see a future where AI, AR, and VR become integral tools in creating interactive and adaptive designs. At the same time, I think there will be a renewed appreciation for craftsmanship and authenticity, as people crave tangible, human touches in a digital world. I also believe that storytelling will continue to take center stage, with brands and designers focusing on narratives that resonate emotionally.

DL: How long does it take you to finalize a design project?

MAA : It really depends on the scope of the project. A logo design might take a couple of weeks, while a complete brand identity or an illustrated book can take several months. I tend to take my time in the ideation and research phases because I believe that a strong foundation is crucial for any successful design. I also like to give myself room to revisit and refine my work—sometimes stepping away for a day or two provides clarity that leads to better outcomes.

DL: When you have a new design project, where do you start?

MAA : I always start with research and discovery. Understanding the client's vision, audience, and goals is essential. I immerse myself in their world, asking questions, collecting references, and finding connections that might not be obvious at first glance. Then I move to brainstorming and sketching, letting my ideas flow freely without overthinking. Once I have a solid concept, I begin refining it, always keeping the client’s objectives and the end user’s experience at the forefront.

DL: What is your life motto as a designer?

MAA : "Design with intention, create with heart." This motto reminds me to approach every project thoughtfully, considering its purpose and impact. It also pushes me to pour genuine passion into my work, knowing that authenticity is what makes designs resonate. For me, it’s not just about aesthetics—it’s about creating something meaningful that stands the test of time.

DL: Do you think design sets the trends or trends set the designs?

MAA : I think it’s a bit of both. Great design often sets the trends because it introduces fresh perspectives and challenges existing norms. At the same time, designers are influenced by the cultural, social, and technological trends of their time. The key is to find a balance—drawing inspiration from trends but adapting them in a way that feels original and enduring.

DL: What is the role of technology when you design?

MAA : Technology is both a tool and a partner in my design process. It allows me to experiment with forms, colors, and layouts in ways that would be time-consuming by hand. Tools like Adobe Creative Suite or AI-driven deign tools help me visualize complex ideas more efficiently. However, I see technology as an enabler, not a replacement for creativity. The human touch—those imperfect lines or intuitive decisions—is what ultimately makes a design come alive.

DL: What kind of design software and equipment do you use in your work?

MAA : My go-to software includes Adobe Illustrator, Photoshop, and InDesign for graphic design, along with Adobe Fresco or Procreate for digital illustration. I also use Figma for collaborative digital projects. Hardware-wise, I work on a MacBook Pro paired with a Wacom tablet for precision, and an iPad Pro for digital illustration. But I always start with pen and paper—it’s where my ideas feel most free before they transition into the digital space.

DL: What is the role of the color, materials and ambient in design?

MAA : Color is one of the most powerful tools in design—it evokes emotions, tells stories, and creates connections. I think carefully about every shade and hue to ensure they align with the message I want to convey. Materials and ambiance add texture and depth, especially in physical designs. They engage the senses beyond the visual, making the experience more immersive. For me, these elements are the soul of a design, turning concepts into tangible experiences.

DL: What do you wish people to ask about your design?

MAA : I wish people would ask more about the stories behind my designs—what inspired them, the challenges faced during their creation, and the emotions I aimed to evoke. Every piece I work on has a deeper narrative, and it’s always rewarding to share those layers with someone who’s genuinely curious. I also enjoy discussing the collaborative process because designs often reflect not just my vision but the shared efforts and insights of a team or client.

DL: When you see a new great design or product what comes into your mind?

MAA : The first thing I think about is the intention behind it—what problem it solves or what experience it enhances. Then I analyze the design elements: how colors, shapes, and materials work together to create impact. It also sparks a sense of admiration and curiosity, inspiring me to think about how I can push my own boundaries. A great design reminds me of the endless possibilities within this field.

DL: Who is your ideal design partner? Do you believe in co-design?

MAA : My ideal design partner is someone who shares a passion for storytelling and experimentation while bringing a unique perspective to the table. I deeply believe in co-design because collaboration often leads to unexpected brilliance. When two minds come together, they challenge each other, filling gaps and enhancing ideas in ways that might not happen in isolation. Some of my best work has emerged from collaborative efforts.

DL: Which people you interacted had the most influence on your design?

MAA : Mentors early in my career had a profound impact on my approach to design. They taught me to view feedback as a tool for growth and prioritize a design's purpose above all else. Additionally, my wife has been an incredible influence—her insights and honest critiques push me to refine my ideas and strive for excellence. My daughter, even at her young age, inspires me to see the world with fresh, curious eyes.

DL: Which books you read had the most effect on your design?

MAA : Steal Like an Artist by Austin Kleon changed how I view creativity, emphasizing that inspiration is everywhere and originality comes from combining influences. The Design of Everyday Things by Don Norman taught me the importance of functionality and user-centered design. Another favorite is The Elements of Typographic Style by Robert Bringhurst, which deepened my appreciation for typography’s role in storytelling.

DL: How did you develop your skills as a master designer?

MAA : It’s been a journey of continuous learning and practice. I’ve never been afraid to step out of my comfort zone, whether by experimenting with new tools, taking on diverse projects, or seeking feedback. Traveling also expanded my visual vocabulary, exposing me to different art forms and cultural aesthetics. Above all, I maintain a sense of curiosity—each project teaches me something new, keeping my skills sharp and evolving.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

MAA : Irrespective of time and space, I would first want to meet Prophet Muhammad (peace be upon him). His wisdom, compassion, and profound influence on humanity would make for an incredibly enlightening and inspiring conversation. I’d also love to meet Leonardo da Vinci, whose genius transcended art, science, and invention. It would be fascinating to discuss his thought process and understand how he bridged creativity with innovation. Lastly, I’d choose to talk with Salvador Dalí, whose surrealistic vision and bold creativity pushed the boundaries of artistic expression. Exploring his mindset and approach to imagination would be an unforgettable experience. Each of these figures embodies a unique perspective that has shaped the world in extraordinary ways, and engaging with them would be both humbling and inspiring.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

MAA : Awards and recognition are humbling because they validate the effort and passion behind my work. However, they are not the end goal—they’re milestones that remind me to keep pushing myself. Fame isn’t something I chase; what matters more is creating meaningful designs that resonate with people. If my work inspires others, that’s the most fulfilling form of recognition.

DL: What is your favorite color, place, food, season, thing and brand?

MAA : My favorite color is red for its energy and vibrancy. My favorite place is Egypt, my home, which inspires me with its rich culture and history. When it comes to food, I can’t resist Koshary, a traditional Egyptian dish. Summer is my favorite season for its warmth and long, bright days. I love football (soccer) - In another life, I’d have pursued my passion for football and become a professional player - and my sketchbook, where my ideas come to life. As for brands, I admire Apple for its innovation and simplicity, and Nike for its bold, empowering designs.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

MAA : One of the funniest moments in my design career happened while I was working on a character illustration of a cow for a dairy brand. I had designed the cow to be cheerful and family-friendly, complete with all the natural features that made it look authentic. During the client review, they loved the illustration but made a surprising request: “Can we remove the cow's teat? It doesn’t look appropriate for kids.” I couldn’t help but chuckle internally as I processed the feedback. While it felt odd to edit out something so essential to a cow, I understood their perspective and made the change. It became a lighthearted anecdote I still share, reminding me that design is as much about creativity as it is about meeting unique client expectations!

DL: What makes your day great as a designer, how do you motivate yourself?

MAA : A great day starts with a breakthrough moment—when an idea clicks, and I can see its potential clearly. Positive feedback from a client or seeing my designs making an impact also brings immense joy. To stay motivated, I remind myself of why I started: the love for creating and the opportunity to make a difference through design. Regular breaks to play with my daughter or visit a museum also recharge my creative energy.

DL: When you were a little child, was it obvious that you would become a great designer?

MAA : Looking back, the signs were there for sure. I was always drawing, crafting, and imagining new worlds. I’d create posters for imaginary events and redesign my school notebooks and gift cards for fun. My family encouraged my creativity, though at the time, I didn’t realize it could become a career. It wasn’t until later in life that I connected my childhood passions with the world of design.

DL: What do you think about future; what do you see will happen in thousand years from now?

MAA : In a thousand years, I imagine design becoming a fully immersive experience, where art, technology, and human consciousness merge seamlessly. Perhaps we’ll design in ways that directly engage our senses and emotions, creating environments that adapt to individual needs. While technology will evolve, I hope the essence of creativity—the human touch—remains central to design.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

MAA : I want my fans to know that every design I create comes from a place of passion and purpose. My work is a reflection of my journey, my heritage, and my commitment to storytelling. I’m deeply grateful for their support, which motivates me to keep innovating and challenging myself. Whether you’re a designer, an admirer, or just curious about art, I hope my work inspires you to see the world a little differently.