I’m Shahgul Khanum, a brand strategist and visual designer working at the intersection of strategy, storytelling, and visual design. I’m also the founder of The Sam Osa, a women led branding studio. Since beginning my professional journey, I’ve spent over six years working across branding, visual identity, illustration, UI UX, and digital design, slowly shaping a practice that values clarity, intention, and meaning over surface aesthetics.
I approach design as more than something that looks good. For me, design is a way of understanding people, contexts, and stories, and translating them into visual systems that feel honest and considered. I enjoy working closely with ideas from their earliest stages, thinking through not just how something should look, but why it should exist the way it does, and who it is really for.
My background allows me to move fluidly between concept and execution. Over the years, I’ve worked in different roles and settings, which has shaped a strong sense of responsibility, attention to detail, and respect for process. I’m interested in design that is thoughtful and user aware, design that listens before it speaks, and design that remains relevant beyond trends.
Whether I’m building a brand identity, developing visual systems, or working on more exploratory projects, I care deeply about coherence and intent. I like seeing a project through from its early thinking to its final form, making sure each decision aligns with the larger story it is trying to tell.
