Creative director · Founder of Sanity · Kuwait

Creative direction, run like a system.

12 years of process and project management at NBK. 8 years founding and running Sanity — brand, content and sustainability.

Portrait of Hussain Al Abdullah — A banker’s discipline.
A founder’s eye.

2006 – 2018

NBKWorkflow Automation Manager, Efficiency, Automation & PMO

2018 – now

SanityFounder & CEO: brand, e-commerce, exhibitions, retail

2019 – 2023

Ionic InteriorsFreelance project management in partnership: planning, clients and delivery

2023 – 2024

Wejha for Sustainability of Art and EntrepreneurshipGeneral Manager role alongside Sanity’s store there: talent, events, gallery, sales, social media and workshops

Training

MBA · Lean Six Sigma Green Belt · Project Management & Change Management

Languages

Arabic · English

My fields

Three fields, one way of working

Open a field to see the detail.

How I work

Five project phases, applied to creative work

The project lifecycle I used at NBK, applied to every campaign, shoot and launch.

01Initiation
Brief on one form: goal, audience, budget, deadline. One owner signs off.
02Planning
Timeline, shot list and vendors from the approved list, on agreed rates.
03Execution
Shoot, design, print and install with the team and vendors.
04Monitoring & control
Brand and quality checks, budget and timeline tracked, usage rights logged.
05Closure
Publish, archive, and review what to improve next time.

Project examples

Digital projects, built from scratch

Businesssanitykuwait.com

The Sanity store site, connected to our Ordable store, delivery and payment systems, with Sanity Studio for content.

Visit ↗

Personalhussainjassim.com

Personal site with a contact form and business email, built from scratch. You are here.

sanitykuwait.com case study: project lifecycle, timeline and what happened in each phase — Case study · sanitykuwait.com, June – November 2026. Tap to open full size.

Team dashboard case study: a no-code bilingual content tool for the Sanity team — Case study · Sanity team dashboard, July 2026: a bilingual, no-code content tool so the team runs the website without a developer. Tap to open full size.

In numbers

20 years of delivery

NBK12years in efficiency, automation & PMO

Main projects & work

Workflow automation across departments
Payroll portal
Payment engines
Policies & procedures framework
Efficiency studies
Benefits-realisation & ROI
KPIs & governance dashboards
Training, onboarding & UAT
Town halls & staff engagement

Worked across Corporate Banking, Private Banking, Retail, Operations, Treasury, International Banking, Finance and Audit.

Sanity10+exhibitions

Sanity15+workshops

Sanity150+artists & businesses

Sanity1branch launched at Wejha

Skills & tools

Process skills, with AI built in

I design the system and make the calls. AI speeds up the routine work, so the team moves faster without losing quality.

Management

Project & change management
Lean Six Sigma (Green Belt)
Process mapping & documentation
KPIs & reporting
Vendor coordination & contracts

AI & automation

AI workflow design: I turn repeat tasks into reusable workflows with Claude and ChatGPT, with clear rules and approval steps.
AI assistants for brand work: I write the brief and brand rules, and review every output before it’s used.
Quality control: every output is checked against the brand, the Arabic tone and the facts.