// Personnel file
Clearance: public
Yassin Farag
I design identities, websites and wayfinding for companies whose products are better than their first impression.
Alias
PS-01
Base
Copenhagen
In studios
2014–2022
Status
Independent
I grew up in Cairo, studied graphic design there, and spent eight years in studios in Cairo, Amsterdam and Copenhagen before going independent in 2022.
Most of my clients are small teams with one good product and no time to explain it. I work with them directly, usually alone, sometimes with a photographer, developer or copywriter I trust.
Outside client work I collect bus timetables and badly translated signs. That is where most of my opinions about wayfinding come from.
Service record
// Career
Field reports
// Client words
// Field report
We couldn’t explain our product in a meeting. Yassin made it explain itself on one page. Our sales calls got shorter the week it launched.
Mads Lund
Founder, Tidsrum
// Field report
He asked better questions about our signage than our architects did. Visitors stopped asking the front desk for directions.
Henrik Aas
Facilities Lead, Nordhavn Library
// Field report
Quiet, fast and stubborn about the right things. The identity he built still holds up three years and two pivots later.
Samir Nabil
CEO, Fieldnote
// Field report
Our app had forty features and no story. He cut the homepage to three sentences and sign-ups doubled in a month.
Omar Haddad
Head of Product, Lumen Transit
// Field report
He works like a good editor. Every decision came with a reason, and every reason held up when the client pushed back.
Lukas Brandt
Partner, Atelier Brandt
// Field report
Three shops, one brand, zero confusion. People find the counter, the menu and the bathroom without asking anyone.
Jonas Vik
Co-founder, Harbour Coffee