Where it all started.
My path into branding began at the University of Art, where I studied graphic design with a focus on how brands communicate. From the very first project, I was more interested in why some brands made people stop, listen, and trust, while others simply faded into the background.
After graduating, I joined an agency. That is where I learned how strategy, storytelling, and design come together to shape how people perceive a business. A logo is the smallest part of a brand. The real work happens in the questions that come before it: who are you for, what do you stand for, and why should anyone care?
One project became many.
One day, a local business asked for help. I said yes. That one project turned into several, and soon I had more clients than I could manage on my own. What began as freelance work quietly grew into a full agency, which I founded in Tehran.
For nearly nine years, the studio expanded into a full creative practice. Brand strategy, identity, packaging, web design, campaigns, premium corporate calendars, exhibition and trade-show design, and creative direction for larger accounts.
We served roughly 30% of Tehran's motor and generator industry, alongside corporate clients across manufacturing, education, and consumer brands. In my final year before moving to the United States, the studio produced a large-volume premium custom calendar series for Coca-Cola. One of the most demanding production projects of that chapter, and a fitting close to the work we had built in Tehran.
Those years taught me how to think at scale, how to defend strategic choices in front of large teams, and how to translate complex business goals into brand language that real people can actually feel.
Leaving everything behind.
And then life took a sharp turn.
Circumstances beyond my control required me to leave the agency I had spent nearly a decade building. I stepped away from the team I had grown, the clients I had served, and the reputation I had earned. I moved to the United States alone, and started again from zero.
It was humbling in a way I had never experienced before. I went from running a studio to introducing myself again, in a new language, in a new culture, in a new market that did not know my name. There were quiet years. Years of studying, working full-time, listening, learning what branding meant in this country, how digital had reshaped the discipline, and how marketing had evolved while I was leading a different kind of practice on the other side of the world.
"Starting over taught me that you do not have enough time to keep testing and hoping. You have to lay a clear foundation while you are still small, so every brick after that lands in the right place, and the tower you build actually stands."
Finding my place in a new market.
I rebuilt slowly and intentionally. I worked inside American companies in brand-focused roles, as a brand manager, lead designer, and creative director, across industries from home and wall decor to growing service businesses. Working from inside organizations of different sizes taught me something I could not have learned any other way: how branding and marketing actually function together when they are aligned, and how much damage happens when they are not.
A studio built on the feeling of support.
In 2022, I founded UrBrand Studio in Los Angeles.
The name is intentional. "Ur" stands for "your." The studio is named after the person it serves: Your Brand. Because the work is not about me. It is about helping the founder in front of me find clarity in their own business.
UrBrand Studio was also built on a feeling I knew intimately. I had spent years rebuilding alone in a new country. I knew exactly how it feels to need real partnership, not just another vendor handing over files and disappearing. That is why every offering at the studio is designed around ongoing partnership. Brand strategy, identity, web, content, and SEO. We do not leave you after launch. We build with you, and then we keep building with you.
The work I came here to do.
Today I work with founders across the United States. Some are just starting and need help defining who they are. Others are scaling, and as they expand into new stakeholders, new offerings, and new markets, their brand begins to drift from the strategy it was originally built on. The original clarity gets diluted. That is where I come in.
I bring two very different chapters of my career and a real understanding of what it feels like to rebuild something from scratch.
I do not believe in branding by template. I believe in branding that listens. To you, your stakeholders, your clients, your reviews, your market, and your competitors. Then it builds in the gaps no one else has worked on. That is how a brand starts truly connecting with its people, and that is how you build something you stay proud of, without having to redo it later.
That is the studio. That is the work. That is what I came here to do.