The whole, piece by piece
that blend the tangible and intangible, turning cultural patterns, market context and human sensibilities into vivid, actionable strategies.
I design narratives
One extrema always turns into its opposite
Jung’s concept of enantiodromia describes how every extreme eventually turns into its opposite. It’s one of my favourite theories and guiding principle in work - it helps reveal the pivotal points in cultural and brand cycles - showing not just the shift itself, but the subtle process in between: the micro-movements through which one extreme transforms into another.
Ultimately, it reveals that lasting strength depends on balance. Whether in a brand or a culture, clarity must coexist with subtlety - otherwise, vision hardens into rigidity and quickly becomes its opposite.
Mountains, lakes, hills, and deserts are made of the same elements, but each offers a different view
I grew up in Russia, studied in London and Switzerland, and now work between the UK and the MENA region — a journey that has taught me how differently cultures think, perceive beauty, and define strategy. Together, they influence the cultural lens through which I work.
Future is in spaces
The "third place," introduced by Ray Oldenburg, is a neutral social space where people gather, connect, and belong outside home or work. An example of that used to be a temple or a community square, now this concept is fading,
Meanwhile, the spaces of home and work have merged — and digital spaces have joined in. As a result, few places are truly felt anymore.
Culture moves in cycles, and the concept of space is returning in new shades. Through architecture, urbanism, and design, we can unwrap an upcoming cultural cycle.
Empathy
As simple and as complex as it is — empathy is both a natural part of me and my guide in work. Empathy sees things in between ines that in fact lead to clarity. And empathy is the point of everything we do in branding and culture.
Future we inherit:
cultural heritage of the UAE
cultural heritage of the UAE
“Metaphor is a small myth” - Collaboration with AI Design Studio AHN
The Heat
Culture lab & help
On help. Culture and brand strategy create meaning. This word matters — it helps us see society from different angles.
Some fight to defend the meaning they've built. Others begin to see the fruits of those efforts. Many, unfortunately, lose sight of meaning entirely, or lack the support to nurture it.
Within our industry, there are many ways to help —through meaning, with meaning, and thanks tomeaning.
© 2025 Rufina Fakhritdi
rufinafkh@gmail.com
+44 786 434 6324