studio.
I help growth-stage brands find the story their audience actually cares about.
By starting from culture rather than the brief.
offers.
From shaping the story to taking it to market.
Brand
Positioning, brand refreshes and rebrands, messaging and communication guides.
Go-to-market
Go-to-market strategy, marketing playbooks and media strategy.
Growth
Content strategy, demand generation and lead generation.
Creative
Creative direction and the development of creative assets.
Experiences
Event partnerships, and the strategy and organisation of a brand's own events.
fractional. I lead all five areas end to end, from strategy to delivery.
advisory. I focus on strategy and direction: the thinking a team needs to deliver well.
work.
Otari.
Taking an open-source AI product from zero to market.
the brief.
Mozilla AI was launching Otari, an open-source LLM control plane, into a new and technical category. There was no marketing strategy, no brand framework and no audience data. I joined to build all of it.
what I saw.
I didn't know the category existed before I started. Most of the people we needed to reach didn't fully know it yet either. So I started with the problem they recognised, and built the story from their side.
what I did.
- Built a global marketing strategy for the soft launch in three weeks.
- Rolled out marketing across 14 markets in Europe, the US and Canada.
- Turned the soft-launch data into an enterprise launch strategy.
- Wrote the messaging guide and led a product brand refresh.
- Directed the new website, product and creative assets for the commercial launch.
what happened.
[To add: one or two real results from the soft and commercial launch.]
“[Two or three sentences from Mozilla AI on the difference the work made.]”
- Go-to-market
- Brand
- Creative direction
about.
A nickname is a story other people tell about you.
My name is Mustafa, but to my family and friends I have always been Musi. As a child, I drove my parents mad by asking why. I never stopped.
I grew up in the Netherlands with Moroccan roots. Moving between cultures taught me early that the same story can land in one place and fall flat in another. What makes the difference is understanding the people you are talking to.
I spent 16 years in agencies and publishing, from Amsterdam to Berlin to London. Studio Musi carries the name the people closest to me have always used, and it is built on one lesson: a story only resonates when it starts with the people meant to hear it.