Saad Minhas, Designer in Berlin, Germany
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Saad Minhas

Verified Expert  in Design


Berlin, Germany
Toptal Member Since
May 7, 2020

Saad is a brand expert with over 18 years of experience, a creative thinker, and a skilled design director with a strategist's DNA. Notable clients include DHL, Renault, Dunkin Donuts, the UAE government, banks, and FMCG accounts. Saad enjoys touching customers' hearts with the positive emotional value his work brings. His goal is to align the needs of both client and customer and deliver perfect design solutions.


Work Experience

Design Director | Creative Strategist

2019 - PRESENT
  • Designed a platform-based product strategy for DHL in the context of 2030 urban living.
  • Designed a digital solution for offline customers of Kloeckner.
  • Worked on a research and analysis study for solving/recycling the discarded scooters of Lime Scooter.
  • Designed a qualitative research study for Deutsche Post to enhance customer experience.
  • Art-directed the complete brand experience design for a luxury yacht club in Dubai.
  • Discovered complex problems and converted them into easy digital human-centered solutions.
  • Oversaw the end-to-end design process from quantitative research to creating personas, journey mapping, storyboards, ideation, prototyping, and user testing.
  • Led the end-to-end design process from quantitative research to creating personas, journey mapping, storyboards, ideation, prototyping, and user testing.
  • Delivered environmental design and destination brand identity exercise for Dubai Public Parks under Dubai Municipality.
Technologies: Adobe Photoshop, Figma, Adobe Illustrator, Adobe InDesign, Visual Design, Brand Books, Identity Design, Calligraphy, Presentation Design, Marketing Materials, Solution Design, Digital Branding, Rebranding, InDesign CC, Blockchain & Cryptocurrency, Printing

Graphic Designer

2023 - 2023
Solidarity Hall Inc.
  • Uplifted branding and visual language to create a timeless visual direction for the client's needs.
  • Created a layout system and grid which can be used for any additional graphic use to maintain a cohesive visual identity.
  • Delivered an editable digital document that can be used and edited by the client on Google Docs.
Technologies: Adobe InDesign, Layout, Document Design, Graphic Design, Report Design, Reporting System Design, Visual Design, Adobe Illustrator, Marketing Materials, Printing

Graphic and Brand Guidelines Designer (via Toptal)

2020 - 2022
ADLINK Technology
  • Orchestrated ADLink's rebranding strategy and engineered a modern identity design and visual language for ADLink for global consistency.
  • Transformed ADLink's brand aesthetic to boost stakeholder engagement with a focus on modern design elements.
  • Defined and updated ADLink's brand guidelines for enhanced consistency across all touchpoints.
  • Developed presentation templates in PowerPoint for ADLink's brand storytelling, enhancing their presence.
  • Leveraged Adobe Creative Suite—InDesign and Illustrator—for ADLink's multi-colorway designs, ensuring a cohesive visual identity.
  • Created digital design assets for ADLink's online platforms, enhancing user experience and engagement.
  • Designed event materials for ADLink, ensuring brand consistency in both digital and physical environments.
  • Delivered a comprehensive brand book with source files and usable graphic assets, encompassing all components of complete branding guidelines.
Technologies: Branding, Graphic Design, Visual Design, Brand Guidelines, Template Design, Adobe InDesign, Adobe Illustrator, Illustration, PDF, Presentations, Brochures

Design Director

2014 - 2019
Tango Media Innovation
  • Headed the agency's flagship accounts: Dubai Municipality, ADNOC Petroleum Group, Dunkin Donuts, Diamond Developers, and some FMCG accounts.
  • Led the creative and production team. Worked closely with strategy to develop concrete design solutions that aligned with the brief.
  • Managed B2B, B2C, and B2G design and communication channels across 360 degrees of design and advertising.
  • Led the presentation and briefings for the agency.
  • Art directed still photoshoots and video production for TVCs.
  • Defined core brand KPIs and maintain overall brand growth position.
  • Drove the development and communication of clear design guidelines, patterns, libraries, and assets.
Technologies: Cinema 4D, InVision Studio, Adobe InDesign, Adobe Illustrator, Visual Design, Brand Books, Identity Design, Presentation Design, Marketing Materials, Print Design, Brand Management, Rebranding, InDesign CC, Icon Design, Typography, Printing, Brand Identity

Art Director

2010 - 2012
  • Managed the digital and brand design team and coordinated design projects from concept through successful completion by overseeing the entire design process.
  • Collaborated with clients to create the vision, conceive designs, and consistently meet deadlines and requirements. Effectively built, motivated, and directed design and production teams.
  • Coordinated freelance designers, consultants, and vendors to meet all project requirements. Created and conducted highly persuasive sales and marketing presentations.
  • Converted features to benefits to achieve client objectives. Managed all operational, strategic, financial, quote/bid, staffing, and administrative functions.
  • Worked for select clients such as malls, Dubai and Abu Dhabi government departments, service providers, TV channels, aviation, restaurants, educational institutions, real estate, international clients, and banking products.
Technologies: Digital Photography, Presentation Design, Marketing Materials, Print Design, Rebranding, InDesign CC, Icon Design, Typography, Printing, Brand Identity

Senior Designer Branding

2008 - 2010
Tango Media Innovation
  • Developed key company accounts as the senior brand designer and pushed projects forward with the added responsibilities of an art director.
  • Collaborated closely with clients and consumer research teams to create groundbreaking creatives and brand designs for companies such as; Tom Ford, Estee Lauder, Subway, Costa Coffee, native real estate master developers, and government authorities.
  • Successfully translated subject matter into the concrete design for promotional material and corporate designs.
Technologies: Adobe After Effects, Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Visual Design, Brand Books, Identity Design, Marketing Materials, Print Design, InDesign CC, Printing, Brand Identity

Freelance Designer

2004 - 2007
  • Communicated directly with executive creative directors in various agencies.
  • Delivered graphic and visual design work for clients to help them enrich their brand experience.
  • Handled mainly Jumeirah Hospitality Group, Del Monte, Nestle, Rani Juice, and Pearl Dubai for their brand experience design.
Technologies: Adobe After Effects, Adobe InDesign, Adobe Illustrator, Adobe Photoshop, Digital Product Design, Marketing Materials, Printing
2019 - 2020

Master's Degree in Innovation Design Management

University of Applied Sciences Europe - Berlin, Germany

2000 - 2004

Bachelor of Fine Arts Degree in Communication and Visual Design

PUCAD - Lahore, Pakistan

1997 - 2000

Diploma in Graphic Design

Polytechnic Institute for Printing and Graphic Arts - Lahore, Pakistan


Entreprise Design Thinking



Design Thinking and Digital Skills Training

Von Digi Forge


Adobe Illustrator, Adobe Photoshop, InDesign CC, Adobe Experience Design (XD), InVision, Figma, InVision Studio, Cinema 4D, Adobe InDesign, Adobe After Effects, Adobe Creative Suite


Microsoft, Adobe Suite


Product Design, Design, User Journeys, Packaging, UX Prototyping, Empathy Mapping, Customer Experience, Graphic Design, Strategy, Branding, UI Design, UX Design, Digital Branding, Brand Management, Brand Guidelines, Solution Design, Strategic Design, Creative Strategy, Product Strategy, Logotype, Logo Design, Arabic Typography, Typography, Environmental Design, Event Design, Wayfinding, Identity Design, Layout Design, Print Media, Web to Print, Printing, Digital Printing, Brochure Design, Rebranding, Digital Product Design, Usability Testing, Visual Design, Brand Books, Digital Brand Identity, User Interface (UI), Presentation Design, Marketing Materials, Print Design, 3D Mockups, Blockchain & Cryptocurrency, Design Leadership, Customer Journeys, User-centered Design (UCD), Team Leadership, Design Thinking, Icon Design, Persian Typography, Calligraphy, Cross-functional Design, WordPress Design, PowerPoint Design, Digital Photography, Print Production, Mobile UI Design, UX Research, Mobile UX Design, Research Analysis, Quantitative Research, Personalization, User Personas, User Journey Maps, Strategic Planning & Execution, Project Management, UI Branding, Fintech, Wireframing, Animation, Card Design, Visualization Design, UI Prototyping, Dashboard Design, User Empathy, App Design, Customer Analysis, Product Research, Style Guides, Color Theory, Mood Boards, iOS App Design, Pattern Design, Mobile Apps, Mind Maps, Image Retouching, Layout, Document Design, Report Design, Reporting System Design, Art Direction, Digital Innovation, Experience Design, App UX, Web UX, Production, Brand Identity, Mobile Learning, Educational Videos, Cryptocurrency, Crypto, Gamification, Template Design, Illustration, PDF, Presentations, Brochures

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