a little bit about me
I'm Rami Salam, a creative lead in Dubai. I work across brand strategy, creative direction and art direction, and I still make things myself.
I trained as a landscape architect at the American University of Beirut, and it still shapes how I see: in space, light, and material.
My path
I joined Grand Hyatt Dubai in 2017 and moved into design there, picking up graphic design work alongside my role. At Hyatt Place, I looked after four hotels as cluster graphic designer and brought photography and video in-house. On a Hyatt taskforce, I also designed a 750-piece light installation for Andiamo! at Grand Hyatt.
At Sunset Hospitality Group, I rebranded Azure Beach and Ammos for their expansion abroad, created the brand books and brand bibles their new venues run on, and was the first at the company to bring AI into the design workflow.
Since December 2025, I've been building the brand of Bottega Living, a Dubai ultra-luxury furniture house, from a single logo into a full brand platform.
I work across the whole brand: the strategy and the story, then the art direction, photography, film, and design that carry it. I'm as comfortable on site with a supplier, as I am in a strategy document.
How I work
I use AI where it raises the work, held to the same standard as everything else. And I care about details that hold up close, and teams that know what good looks like.
Creative and art direction · Brand strategy and positioning · Brand architecture · Identity systems and guidelines · Verbal identity and copywriting · Agency and partner management · AI image and video production · Packaging and print · Photography and film
What I do
Adobe Illustrator, Photoshop, InDesign, Premiere Pro, Lightroom · Firefly, Midjourney, Kling, Seedance, Higgsfield, ElevenLabs · SketchUp, AutoCAD · Squarespace
Tools
Career
Bottega Living
Creative Development Manager · 2025–present
Brand platform, AI image and video production, a digital agency partnership, and Downtown Design Dubai 2026.
Sunset Hospitality Group
Graphic Designer, Azure Beach & Ammos · 2023–2025
Rebranded both venues, created the brand books and brand bibles for their rollout abroad, and brought the company's first AI workflow into design.
Hyatt Place Dubai
Cluster Graphic Designer · 2020–2023
Raised visual standards across four hotels and brought photography and video in-house.
Grand Hyatt Dubai
Ecosystem Engineer, then Graphic Designer · 2017–2020
Moved into design. Later, on a Hyatt taskforce, designed the light installation for Andiamo! (2021).
Brands I've worked with
Bottega Living · Sunset Hospitality Group · Azure Beach · Ammos
Grand Hyatt Dubai · Hyatt Regency Dubai · Hyatt Place · Hyatt Centric · Andaz
Education and languages
BA in Landscape Architecture, American University of Beirut, 2014
English (fluent) · Arabic (native) · French (enough to survive in France on my own)
