Wael Mckee
Wael Mckee

At first glance, Wael Mckee's story is one of classic creative ambition: a Syrian artist who came to Dubai in pursuit of a dream. But peel back the layers, and one would find a singular force in luxury branding; someone who merges old-school instinct with next-generation tech to redefine what visual branding means in a digital age.

"I've always believed in being disruptive," Mckee says, seated inside a sunlit Dubai studio lined with digital art prints and brand campaign mockups. Good design doesn't just look good. It transforms how you feel, how you remember, how you engage."

For over eight years, Mckee has shaped the creative identity of one of the leading global executive aviation services companies, serving as its Creative Director. In a sector where status and elegance intersect, he has built immersive experiences that go far beyond the logo, turning private terminals into visual spectacles, from anamorphic 3D LED installations to interactive web campaigns that redefine customer engagement.

But Mckee's creative path started long before the Gulf. At the age of eight, growing up in Syria, he didn't even have a photo of himself. So he drew one.

"I would sit in front of a small mirror and sketch what I saw," he recalls. "It wasn't about vanity; it was necessity. I had no picture of myself, so I created one. That's when people around me realized I had something."

By 16, Mckee was teaching 3D modeling software. At 18, he launched a startup in Syria offering architectural renderings, at a time when most architects still worked entirely on paper. "We didn't even realize how ahead of the curve we were," he states.

With a degree in Management Information Systems under his belt, Mckee faced a pivotal decision: pursue a scholarship in Germany or take a chance on Dubai. He chose the latter, sensing the city's creative promise.

It was a bet that paid off.

After early stints with global agencies and a luxury concierge firm, Mckee was headhunted in 2017 to lead creative efforts for an executive aviation services company on the cusp of transformation. He helped reposition the company not just as a transportation provider, but as a luxury lifestyle brand; one that competes not just on service, but on emotional connection. He says, "My ultimate goal was to create a curated visual identity that goes beyond mere aviation. It's about what you feel in that moment, even if you're not flying."

He also speaks passionately about the possibilities of interactive digital branding, from 360-degree VR tours for high-end restaurants to browser-based campaigns that require no apps or downloads; just an effortless user experience.

Mckee's mantra is staying "ahead of time." Whether it's adopting gyro-enabled websites that don't require apps or pushing interactive art into the realm of branding, he prides himself on staying on the cutting edge. "Technology is only as powerful as the emotion it can carry," he says. "And I always ask: what's the one thing your audience doesn't expect but will love?"

He's also fiercely hands-on, even as he leads teams across multiple disciplines. "I'm not the kind of creative director who just points. I know how everything works. That's why my teams trust me; I speak their language."

Wael Mckee's portfolio spans far beyond the Gulf. He's worked with a modeling agency in Munich, Germany, and is actively expanding his creative services globally, particularly in markets that are beginning to embrace the intersection of tech, art, and luxury branding.

Still, his roots remain deeply tied to the region. "The UAE gave me the canvas to paint my biggest ideas," he says. "It's a place where luxury, ambition, and creativity converge."

As Mckee expands his services globally, he's driven by a desire to export not just aesthetics but experience. "I want to take the kind of immersive, intelligent branding we've done in the UAE and offer it to clients worldwide," he says. "Luxury isn't a logo. It's how you make people feel." And surely, he knows how to do that.