Adem O.

I grew up in Algiers and spent years making electronic music before I ever touched a brand brief. Producing tracks with underground artists across North Africa taught me that being a good creative means removing all barriers, and embracing experimentation across every medium available to you.

That openness eventually pulled me into brand design. Over five years at Geometric El Djazair, I helped grow a two-person studio into a 20-person agency while leading some of its most recognised work, identities that won national awards in 2023, 2024, and 2025. Today I work independently through pulpp., a design studio I co-founded, and as Brand Design Director at Geometric on a consulting basis.

I design brand systems that hold. My work is also informed by how brand identity actually functions at scale, I’m currently completing an MSc in Business Communication at WU Vienna, researching how European brands communicate identity across digital touchpoints. Strategy and practice, running in parallel.

One figure who has shaped how I think about creative work is Virgil Abloh, not for any single output, but for his insistence on removing every unnecessary barrier between the idea and its expression. The sketch on the napkin. The 3% tweak. The refusal to stay in one lane. I visited his retrospective exhibitions in New York, and left each time with a clearer sense of what I was trying to do.