About
I believe in vision, authenticity, and consistency.
Every project, idea, and decision should reflect a clear purpose, remain true to its identity, and endure over time.
I believe that identity is not a surface, but an architecture — it grows, adapts, and connects the past with the future. Business, when aligned with vision, becomes the engine that drives decisions, resources, and meaningful, lasting change.
Here, identities take shape as projects, and every project carries the imprint of its origin. Welcome to my universe — a space where memory meets the future, creativity is structured to carry meaning, and strategy is guided by conscience and intention.
I am Meriem Aouadi, born in Tunisia, and I have navigated multiple sectors and professional roles, from fashion and innovation to research, social impact, and cultural initiatives. Throughout my journey, I’ve learned that a project is not just a deliverable — it is a living ecosystem where identity, narrative, and strategy converge.
I have co-founded and led initiatives such as MAFT, Moodha Okhra, FREEP, and Robavecchia, each reflecting my commitment to heritage, sustainability, and cultural resonance. These experiences have shaped a vision that is flexible, agile, and adaptable, capable of working across geographies and sectors while remaining deeply rooted in purpose.
Here, identities take shape as projects, and each project carries the imprint of its identity.
My Work Experience
Ernst & Young (EY)
Ernst & Young ( EY)
2023 - 2025
maft Studios & mag
CEO & Co-founder
2019 - 2024
Moodha Okhra
Program Lead & Co-founder
2019 - 2023
INCO - Minassa Incubator
Consultant
2019 - 2020
Danone
Assistant Brand Manager
2017 - 2019
Maison de Senteurs
E-commerce - Assistant
2016
When I am not Working, I am drawing inspiration from the world
My Design Philosophy
Today, I work as a strategic consultant, creative booster, and coach, guiding brands, businesses, and institutions to reveal their essence, define their vision, and craft strategies that resonate culturally, emotionally, and authentically with their identities.
My work integrates:
Strategic Guidance – Leading projects with intention, rigor, and foresight to align vision, identity, and action.
Depth and Impact – Structuring ideas, decisions, and processes to deliver meaningful, enduring projects.
Mentorship and Knowledge Sharing – Providing frameworks, methods, and insights to empower teams, creators, and stakeholders.
Cross-Border Collaboration – Operating across sectors and geographies with agility, coherence, and purpose-driven results.
While my work spans multiple sectors, fashion remains my deepest passion, especially within North African, Mediterranean, and Arab contexts.
