Being Arab and British in equal measure, Samar Maakaroun thrives in the hyphenated space of possibility between her two identities. Her work embraces nuance, complexity, interaction and play, viewing multiplicity as a source of continuous opportunity for insight and discovery. As a Partner at Pentagram’s London office, she contributes to a 52-year-old legacy of transformational brand identities across sectors including arts, culture, tech, education, and entertainment.
She leads a multilingual, cross-generational team at Pentagram, with recent work spanning a Porsche regional campaign, Sharjah’s destination brand, Dubai’s first integrated city brand, Apple’s Arabic brand launch, Diriyah City’s identity, Quantum computing startup Quandela, and Haraka Baraka, a typographic collaboration with SkatePal.
