About

I build brands; I build them from the ground up.  I orchestrate their story so they sing. I give them a voice, a flavor, colors and sight. The fonts matter, the colors matter, all the tiny pieces matter. A brand is truly the sum of all of its parts.

Coke or Pepsi? Starbucks or Dunkin? Nike or Adidas? Nikon or Canon? The choices we make are endless, and so is the list of reasons for why we pick one over another. Woven into the strands of each of those decisions is a brand promise that resonates with us. It can be a brand promise for technical excellence, for philanthropic works, for ideals, or even a lifestyle we associate with the product; none of that happens by accident. Not one single element of the believe system you have developed around any of those products was an accident.  All of your beliefs about Adidas, Starbucks, Coke and Canon happened through the creative direction of a marketing team and an operations team who worked diligently for years with a mission that guided them.

It wasn’t an accident, and it wasn’t easy, and it didn’t happen over night. There is no silver bullet, there is only hard work and diligence and a creative spark. I am Sommer Aweidah, and I crackle with creative energy.

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