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Credentials

Hello, I’m Amer Elmousa.

I’m a strategist and a creative, who tells stories of brands and people.

Steeped in oral heritage, I draw inspiration from our homes, the streets, the anecdotes of our grandparents, youth culture, lyrics, and everything spoken. Words communicate more than their designated meanings.

By taking familiar phrases and terms from daily conversations and placing them in atypical contexts, my work amplifies the unfamiliar facets of language in playful and unexpected environments.

This portfolio provides a snapshot of my work in copywriting and branding strategy

Storytelling through Labels

Kama Local Gourmet 2019 - 2020 Strategy + Copywriting

In Collaboration with: Eyen Design

Kama Local Gourmet is a premium brand dedicated to sourcing, producing, packaging and promoting the finest of Levant’s delicacies.

In this rebrand project, Kama wanted to put culture at the forefront while introducing the products to an international audience. Eyen Design proposed a brand that relies heavily on storytelling of people, places and traditions through flavors and scents.

Following that vision, I created collateral and guidelines for communication, culminating in a labeling system for over 50 launch products. This system combines functional titles with productspecific stories inspired from the Levant, and recommendations on how to use in a traditional and contemporary manners—all in less than 35 words per label.

Sample label with annotations

Interior branding showcasing use of text on walls and products

Any attribute of the product. Can be cultural, historical, or descriptive. Direct, clear name Direct, clear names

Diagram showcasing what type of label story corresponds to which product

With a large variety of products available, I further devised a macro system that clarifies the 3 product types and the content of their corresponding label stories. The Gift Pack, containing 1–3 items, includes products share a relationship. Meanwhile, the Gift Box is curated based on a concept. As such, the stories their labels tell

Conceptual title that paints a vivid pic ture of the collec tion

A conceptual stor y of the box ’ s revelance in regards to the theme. Gif

Crafting A Handmade Tale

Iraq Al-Amir Women’s Co-op is the longest running co-operative in Jordan, handmaking artisanal crafts since the early 90s.

This rebrand project aims to shift perceptions from the helpless image attached to the co-operative to the truth of matter: entrepreneurship at grassroots level.

Rebrand for Iraq Al-Amir Women’s Co-op 2018 Strategy + Copywriting

In Collaboration with: Eyen Design

With that goal in mind, I devised a tone of voice that forgoes the sympathetic outside perception imposed on the women of the co-operative for an empowered, relatable and vibrant tone that reflects the humans beind the brand. This is done by switching from third-person to first-person perspective, and the use of colloquial language the women themselves would use.

A handcrafted paper bowl

Catalog showing the brand story

Linguistic Hospitality

Jordan: Land of Innovation, Continuity and Change

The Jordan Museum 2017 Strategy + Copywriting

In Collaboration with: Eyen Design

The Jordan Museum is the national museum, carrying the most important artifacts (i.e. The Dead Sea scrolls). This project marks their first foray into interactive exhibitions, telling the story of Jordan through water, energy, food, communication, and culture.

With no precedence, it was essential to understand the brand values. and translate them into pillars for communication (diagram below), which include accessibility, inclusivity, and interest.

Then, I devised communication guidelines and practices based on these pillars. For accessibility, the language must be concise, simple and engaging. For inclusivity, I had to ensure it is gender-agnostic, which is a challenge for a gendered language like Arabic. Finally, the visitor’s interest is addressed through 3 different levels of text. The examples on the following page illustrate this.

We Create

The Jordan Museum is about innovation, not just preser vation

We Learn

The Jordan Museum is about dynamic learning, not stagnant facts

We Achieve

The Jordan Museum is about making histor y, not just histor y

We Live

The Jordan Museum is about people’s lives, not just civilisations

We Aspire

The Jordan Museum is about possibilities, not just restrictions

We Inspire

The Jordan Museum is about come & wonder, not just come & wander