Creative Director & Brand Story Strategist
Where Strategy Meets Story.
I help brands find their voice — and make it impossible to ignore
Toni Abu Samra
Creative Director & Brand Story Strategist
For nearly two decades, I’ve led creative teams, shaped campaigns, and built brand stories that earn a permanent place in culture.
My work lives at the intersection of insight and intuition, where human truth becomes the creative brief. I work with established brands to cut through complexity, align strategy with feeling, and turn bold thinking into ideas that actually land.
Great creativity doesn’t just look good. It makes people feel something — and then act on it.
Brands across industries. One consistent standard.
From global FMCG to government-led initiatives — every project gets the same level of strategic rigour and creative ambition.
1-ON-1 MENTORING
FMCG Projects
Brand strategy and campaign creative that moves product and builds loyalty at scale.
1-ON-1 MENTORING
AUTOMOTIVE Projects
Positioning and storytelling for brands built on aspiration, heritage, and performance.
1-ON-1 MENTORING
GOVERNMENT Projects
Purpose-driven creative that communicates complex messages with clarity and trust.
1-ON-1 MENTORING
OTHER Projects
Diverse sector experience that brings fresh perspective to any creative challenge.
speaking on stage
From the stage of TEDx to the catwalks of New York, London and Milan, I’ve worked globally with CEOs, entrepreneurs, and some of the biggest retail and luxury brands in the world. Helping them elevate their personal brand to maximise income, influence and impact. Whether I’m mentoring emerging leaders or commanding a global stage, my mission is simple: to inspire you to stop playing small, show up with confidence and style, and build a brand that speaks before you’ve said a word.
DESEED THE LEMON: Elevate Your Personal Brand...One Pip at a Time
Do you want to build a personal brand that stands out for all the RIGHT reasons? Have you ever wanted to stand up and show the world who you are, but just don’t know where to start?
- How to create an authentic personal brand
- How to build and elevate your personal brand
- The seven core elements of personal branding
- How to find the “pips” that are holding you back
THE Toni Abou Samra PODCAST
The Podcast That Inspires Action. Hosted by personal branding strategist Toni Abou Samra, this high-quality show dives deep with entrepreneurs and celebrities to reveal real brand-building strategies. Each episode delivers actionable insights you can use right away to grow your personal brand and business.
success stories
Let's build something worth talking about.
Whether you have a brief, a challenge, or just an idea that needs shaping — I’d love to hear it.
BRAND YOU INSIGHTS
Join the tribe
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