Space&Story.co is a studio and workshop where data meets design meets development, guided by a tight craft loop of understand, act, reflect, adapt.
I am not my job title. I am a creative whose work spans data and design and the code that ties them together, and Space&Story.co is the home for it. It is where I bring together skills from different chapters of my life and point them at building things that are useful and that I am proud of.
For years my best skills lived in separate boxes. The system I built at work, the art I made on the weekend, and the story I told friends had nothing to do with each other. Space & Story is what happened when I stopped treating them as separate.
Where the practice began
I grew up in Morocco around carpenters who treated every cut like a promise. Their tools were not for show but for intention, and the rule was simple: you decided, then you cut. That rhythm still shows up in how I work, from the first plan through the prototype and out to the shipped thing.
In my experience, the best work holds three things together at once: pattern, story, and system.
- Pattern is the grammar of things. In code that means architecture and naming, in data it means structure and schema, in design it shows up as layout and type, and in art it lives in geometry and proportion.
- Story is meaning, the part that explains why a thing exists and who it serves. If a decision serves the story, we do it. If it fights the story, we cut it.
- System is the engine that keeps the work from sliding into chaos. It is the checklists and the reuse and the versioning, plus the habit of measuring what we actually ship.
Space&Story.co sits where those three meet.
What I build now
The work takes different shapes depending on the week. Sometimes it is a brand system and a clean site that loads fast and tells a clear story, sometimes it is a data product that turns a mess of information into something a team can act on, and sometimes it is a prototype that proves an idea in a week or a piece of parametric art that turns geometric rules into something you can touch.
Some of it is client work and some of it I build for myself. Recent examples include a feedback tool that lets teams capture and act on comments in context, a small app that makes booking and registration simple, a pipeline that turns a spreadsheet into a usable product database, and arabesque tiles cut on a laser and arranged into patterns that carry both memory and math. The thread running through all of it is the same: make the complex feel simple, and make the useful feel cared for.
My practice loop
Everything runs on a tight loop: understand, act, reflect, adapt.
Understand means getting close to the real problem. I sit with the users, read the data, draw what I think is happening, then go back and correct myself.
Act means shipping something small and true rather than waiting for the perfect version.
Reflect is where the learning happens, when I listen and measure and accept whatever the results are telling me.
Adapt means changing my mind quickly, improving the work, and going back around the loop again.
I ran this loop on more than thirty projects between 2020 and 2025, and the pattern held every time: faster delivery, fewer rewrites, clients who stayed.
A chapter I value
I spent years building in health technology. The work ran from data harmonization and digital twins through the orchestration layer, plus the everyday tools that let clinics run screening, surveys, booking, and virtual visits. That chapter taught me to respect constraints, to design for the outcome rather than the demo, and to improve a system one clear step at a time.
What I carry forward is one rule: if a feature does not save time, move a number that matters, or make someone's experience kinder, it can wait.
What I offer
- Brand and web covers identity systems, copy that sounds human, and sites that are fast, accessible, and easy to maintain.
- Data storytelling means pipelines that go from chaos to clarity and dashboards that tell the truth without the noise.
- Product prototyping takes an idea to working proof in days or weeks. If it works we scale it, and if it does not we have learned something cheaply.
- Art and installations are pieces that carry warmth and culture and a bit of mathematics into a physical space.
- Education and enablement is the writing, talks, and guides that help teams pick up better habits.
How I choose work
I say yes when three things line up: a real person to serve, a clear path to value, and room to practice the craft. When a request is mostly hype or vanity, I pass.
If any part of this lands for you, reach out. This is the work, done the way I want it done. Space and story, built with intention.