The GLSW Team

Graeme is the creative force and visionary behind Genius Loci, which he founded in 2007. As an award-winning Creative Director, he has been instrumental in shaping the landscape of some of the largest resort and development projects across the MENA region. His expertise spans graphic design, strategic brand consulting, and signage and wayfinding design, making him a sought-after consultant for complex, high-profile projects.

Graeme’s deep understanding of the nuances of themed design and brand creation, combined with his strategic insight, has been pivotal to the success of our projects. His leadership is defined by a blend of innovative thinking and meticulous attention to detail, ensuring every design not only meets but exceeds client expectations. Under Graeme’s guidance, Genius Loci continues to set new standards in creative design, driven by his passion for storytelling through every visual and spatial experience.

With over 14 years of experience in the industry and 7 years at the helm of GLSW, Alfred is the driving force behind the company’s strategic vision. He ensures every project, from initial planning through to completion, meets the highest standards, meticulously overseeing every detail. Alfred is skilled in setting ambitious goals, optimising resources, and managing budgets, all while maintaining a clear focus on quality and risk management. His strong communication with clients and leadership of cross-functional teams enable GLSW to consistently deliver exceptional results, on time and within scope.

An interior architect by qualification and a parametric software and solutions expert through passion, Nouran is our creative leader. Specializing in signage and wayfinding for everything from large-scale masterplans, luxury resorts, and complex environments to boutique island sanctuaries and art installations. Her experience, coupled with her intuition, propels her as a creative force in guiding the team to resolve complex wayfinding and in developing visually stunning and technically achievable designs systems, enhancing the overall experience in every project. Nouran is an award winning designer within signage and wayfinding.

With nearly a decade at Genius Loci, Lilla is the cornerstone of our operations. Her expertise spans operations, finance, HR, and administration, ensuring the seamless functioning of core processes. As the key liaison between the company and our clients, she expertly manages contracts, payments, and communications with professionalism and precision. Lilla’s dedication extends beyond the office, fostering strong relationships with service associates and contributing to a collaborative, growth-oriented environment. Her commitment and coordination are integral to the continued success of Genius Loci.

Mike leads our technical teams with a focus on innovation and skills development. He is a Senior Advanced Manufacturing Specialist with a global background across Switzerland, South Africa, and the UK. With over a decade of academic experience, including a leadership role at Stellenbosch University, he brings deep expertise in advanced manufacturing and technology. Fluent in English, German, and Swiss-German, his international perspective and technical acumen ensure our projects consistently meet the highest industry standards.

Jacques is a seasoned industrial designer with years of experience across wayfinding strategy, signage design, product design, corporate interiors, manufacturing and asset management. As Studio Lead, he expertly guides the technical wayfinding and BIM Revit team on projects from concept through to technical completion. With a blend of creative direction, client collaboration, and business management, Jacques ensures each project is executed with precision and innovation.