Campaign’s Creative Faces to Watch 2026 – Joyce Abbo, Art Director, Yellow Branding & Digital Consultancy
Campaign’s Creative Faces to Watch 2026 – Joyce Abbo, Art Director, Yellow Branding & Digital Consultancy
Age: 28
Country: United Arab Emirates (UAE)
Nominated by Mamta Varerkar, General Manager & Partner:
Joyce approaches every brief concept-first. Her ideas come from research, user insight, and a strong ability to empathise, allowing her to uncover perspectives others often miss. She avoids obvious routes and regularly challenges the team to think beyond execution. Joyce brings a global perspective shaped by cultural exposure, has influenced those around her to think more conceptually, and has been behind numerous successful campaigns and projects. She is a trusted creative voice in client sessions, with a natural ability to narrate ideas and shape compelling project stories that resonate with both clients and internal teams.
Career highlights
Joyce Abbo is an Art Director and multidisciplinary designer shaping brands and user experiences. She moved to London to complete a master’s in UX design, deepening her focus on human-centred thinking and conceptual clarity. At Yellow, Joyce leads concept-driven work across real estate, retail, and automotive, including Eagle Hills’ Gonio strategy and Mercato Mall’s Ramadan Lantern Hunt (driving a 613 per cent spike in app downloads) and Emaar Malls Group campaigns, in addition to strategising and branding The Grid AQ. She blends creative strategy and experience design to build meaningful brand worlds across physical and digital touchpoints.
Guiding principles
I lead with curiosity and depth. I believe strong concepts come from digging beneath the surface – understanding behaviour, culture, and tension. I actively seek new perspectives through travel and exposure, building a creative database I draw from daily. Never afraid to experiment, I challenge briefs and push ideas forward.
Side hustle
Outside agency work, I maintain a personal art practice rooted in obsessive, line-based conceptual illustration and was previously featured in Rusted Radishes, a literary and art journal. I now expand this practice using AI tools to push the boundaries between analogue craft and digital experimentation, beyond commercial briefs.
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