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Creative Director

Department

Creative Unit

Reporting to

PMO

About the Role

The Creative Director is the custodian of Heenat Salma’s visual, spatial, and narrative identity. They are responsible for ensuring coherence, integrity, and excellence across all creative manifestations—physical and digital—so that every encounter with Heenat Salma reflects its values, philosophy, and way of life. This role safeguards consistency across all verticals while allowing for contextual variation without dilution. The Creative Director translates vision into lived experience. Heenat Salma is seeking a senior creative leader whose experience is rooted in place, culture, materiality, and long-term stewardship, rather than short-term branding or campaign-driven work. This role requires a rare combination of spatial intelligence, cultural sensitivity, and disciplined creative authority.

Key Responsibilities

Key Responsibilities
1. Brand & Creative Stewardship

• Own and continuously refine Heenat Salma’s creative language (visual, spatial,
material, tonal).
• Develop and maintain creative principles and guidelines that govern all outputs.
• Act as the final authority on creative decisions affecting brand expression.
• Ensure consistency without rigidity, coherence without uniformity.

2. Digital Presence

  • Oversee the creative direction of:
    •  Website(s)
    • Social media platforms
    • Digital content (visuals, videos, layouts, tone)
  •  Ensure digital platforms reflect the same depth, calmness, and authenticity as the physical farm.
  • Work closely with content, marketing, and technical teams to align form with meaning.

3. Physical Spaces, Interiors & Styling

  • Direct the creative vision for:
    • Interiors and styling of all spaces (lodges, F&B, shops, studios, wellness, education, offices)
    • Furniture, lighting, textiles, objects, and material palettes
  • Collaborate with architects, designers, craftsmen, and curators to ensure:
    • Authentic use of natural materials
    • Craft integrity
    • Cultural and environmental appropriateness
  • Ensure every space “belongs” to Heenat Salma, regardless of function.

4. Events, Exhibitions & Experiences

  • Lead the creative direction and styling of:
    • Events, festivals, fairs, markets, exhibitions, and public programmes
      • Define scenography, spatial flow, visual hierarchy, and atmosphere.
      • Ensuring events are not merely functional, but experiential and meaningful.
      • Maintain consistency across small gatherings and large public activations.


5. Printed & Physical Materials

  • Oversee the design and production of all printed and physical materials, including:
    o Signage and wayfinding
    o Packaging
    o Stationery
    o Publications, catalogues, menus, programmes
  • Ensure material choices, typography, and production methods align with Heenat Salma values (natural, restrained, timeless


6. Governance & Quality Control

  • Establish creative review and approval processes.
  • Vet and onboard external designers, agencies, photographers, stylists, and creatives.
  • Brief, supervise, and evaluate external creative collaborators.
  • Prevent fragmentation of brand expression across departments.


7. Cross-Functional Collaboration

  • Work closely with:
    • Operations
    • Architecture & master planning
    • Events & programming
    • Marketing & communications
    • Retail & product teams
  • Translate operational needs into coherent creative outcomes.
  •  Participate in early-stage planning to embed creativity at the source, not as decoration.


Authority & Decision Rights

  • Final approval on all creative outputs impacting Heenat Salma’s public image.
  • Authority rejects work that does not meet aesthetic, cultural, or quality standards.
  • Advisory authority on architecture, spatial planning, and programmer design where brand expression is impacted.


Reporting Line

  • Reports directly to: Founder / Managing Director – Heenat Salma Works laterally
    with heads of operations, architecture, programming, and communications

 

EDUCATION: (Including Certifications and Trainings if required)

  • Degree in Graphic Design, Visual Communication, Fine Arts, or related field, master’s degree is preferred

Experience

  • 10+ years in a senior creative leadership role
  • Background may include:
    • Cultural institutions
    • Hospitality & placemaking
    • Architecture & interiors
    • Fashion, craft, or design-led brands
  • Proven experience overseeing both physical and digital environments

Competencies: (Knowledge. specific job skills, communication skills and behavioural attributes)

  • Skills
    • Proficiency in Arabic and strong command of English, both written and spoken.
    • Excellent attention to detail and a keen eye for grammar, punctuation, and style
    • Exceptional visual and spatial sensibility
    • Strong understanding of materials, crafts, and making
    • Ability to articulate vision clearly to diverse teams
    • Comfortable working between concept and execution
    • High standards, patience, and attention to detail
    • Calm authority; not trend-driven

  • Mindset Values
    • Deep respect for tradition, craft, and nature
    • Understands restraint as strength
    • Sees creativity as service, not self-expression
    • Comfortable working in slow, intentional, long-term environments
    • Aligned with Heenat Salma’s ecological, cultural, and ethical ethos

  • What Success Looks Like
    • A visitor can move from digital platform → physical space → event → product →
    printed material and feel one continuous world.
    • Heenat Salma is immediately recognizable without logos.
    • No visual noise, contradiction, or dilution across verticals.
    • Creativity becomes an invisible backbone, not a superficial layer.

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