About Business Arc.

Arc. stands for architect — not for architecture.

Arc. is not a company. Not a studio. It’s me.

When you work with Business Arc., you engage with the mind behind every idea.

You’re not speaking to a brand. You’re speaking to a person — someone who listens, questions, and builds with intent.

My job is to understand you — your goals, your contradictions, your rhythm.

My job is also to understand them — your future clients, what they want, what they don’t say, what makes them buy.

I write the story behind your brand. I find its tone, its reason, its angle.

Then I collaborate with hand-picked visual designers — people I trust — to turn this into a complete business identity.

Lastly, I unveil the brand I’ve crafted, refine it through your feedback, outline the first strategic moves, and remain by your side as the vision takes shape.

I don’t work with methods or tools. I work with people.

I listen closely — to what they say, but also to what they don’t say.

I look at contradictions, hesitations, the way someone talks about their own project.

That’s where the truth is. That’s where I start.

I was raised in a family of owners and intellectuals.

Old-world elegance, real estate, good taste — that was part of my landscape.

But I also grew up in the present: diaspora, youth culture, multiple codes.

I know how to navigate both — and that’s what I bring to the table.

I trained in clinical psychology.

So I know how to analyze discourse, not just fill in briefs.

I ask questions people never thought to ask.

I can see what’s missing in a concept, in a brand, in a strategy.

I do field research. I observe, I talk to people. I know who your audience is.

I don’t invent a story for your business — I extract it.

And then I build something strong around it.