Labeed Assidmi

Assidmi is a designer and art director for corporate events at Saudi Aramco. However, it’s not all he’s known for. An accomplished pianist and composer, he has been playing piano since he was a child and is often asked to perform at events. He also owns and operates the company Pinnizer, where he sells retro and Saudi-centric lapel pins.

His passion for design began with a trip to Disneyland, where he saw how effectively a logo could be used with the iconic image of Mickey Mouse. “They were so creative with it. It was everywhere; the hats, the shirts, the buses, the tickets and the food. It was never boring. I started to think about what kind of job a person could have that would allow them to create these things. I knew that that was what I wanted to do.”

After studying graphic design in the US, he returned to Saudi Arabia to pursue a career as a designer. He said that becoming a designer can unlock plenty of paths for aspiring creatives: “Design is like an airport, there are so many directions you can go in as long as you know the principles.”

He started taking the piano more seriously in college, eventually composing songs.

He also supports local musicians and wants to see more people enter the field. “I do perform sometimes at my own events, but lately I’ve been trying to give local talent a chance. I know how many of them are out there that just need someone to take a chance on them and give them their big break.”