I'm Mazen. Brand designer, illustrator, and the person who built Lazybut from a sketch to a seven-figure fashion brand, mostly by doing everything myself and occasionally regretting it.

Seven years in, I still care about the same things. Why some brands feel alive and others feel like stock photos with a logo on top. Why packaging makes people keep the box. Why a mascot can make someone loyal to a brand in a way a tagline never will.

I run a design studio now. I work with founders who want a brand that has a point of view, not just a color palette. I ask a lot of questions before I open Illustrator. I build one strong idea instead of five mediocre ones. I think about print specs, production costs, and what happens to your brand when it leaves the screen.

Running Lazybut taught me that design has to survive real life. That's still how I think about every project.