A little bit about us…

This is a story about two designers that connected across oceans…

As individuals, we have spent the last decade developing brands, products and ideas that have helped deliver wonderful experiences for many of our clients around the planet. With a combined experience of over 20 years, we have established ourselves as the leading creatives in the Muslim/Global Halal market. We’ve had a lot fun along the way too. 

But we thought it was time to really put our hearts and heads together, to challenge ourselves, to be truly creative in new and exciting ways, to collaborate as Peter & Ruh..

The magic happens in the realm of user and brand experience – and that’s where you’ll find us.

Peter Gould


Peter Gould founded his creative studio in 2003 after graduating first place in Design at the University of Technology, Sydney. He enjoyed early success being commissioned by clients such as Sony, Colgate, Ogilvy & Vodafone. At the same time he began travelling to the Muslim world and was inspired by cities like Fes, Damascus, Istanbul & Mecca, resulting in a remarkable visual fusion of classical Islamic design elements with his signature vibrant, fresh graphic styles.

He has since enjoyed considerable commercial success internationally, with the BBC recently describing him as “the ‘go-to’ designer for many leading Islamic companies.. (he) is among those young urban global Muslims leading the emergence of a new Muslim cool.”

Peter’s innovative, award-winning creative work is highly sought after and has reached many audiences through graphic design projects, art exhibitions, branding workshops and publications. He has also launched his own clothing label, children’s book & mobile apps, home decor and was selected as a Google Glass program pioneer explorer. He has worked with many high profile clients such as Sami Yusuf, governments in Australia, Oman, Saudi Arabia, and the United Nations.


Ruh Al-Alam


Ruh Al-Alam, is a British designer graduated from the prestigious Central St. Martins College of Art and an established and published designer and artist. He founded his own creative studio in London as well as a host of other entrepreneurial startups in the creative and fashion industries. He also spends considerable time in non-profit social awareness work.

Having traveled and lived in the Middle East extensively, he settled in Egypt and trained in traditional Arabic calligraphy for several years. He is now sought after for his specialism in Arabic/Islamic, calligraphic, typographic design and branding by many different agencies. He focuses on overall brand development, creative direction and digital experiences (UI/UX).

He is also a practising artist, lecturer, mentor and consultant and has exhibited both in the UK and abroad, most recently in the UAE at the invite of the Ruler of Sharjah. He founded ‘Visual Dhikr’, an art project that has its own clothing line, home decor and art prints. His work can also be found featured in several mainstream design publications and books. Amongst the many clients he has worked for, include the BBC, Channel 4, National Portrait Gallery, Wieden+Kennedy, British Foreign Office and Sony BMG.

Just some of our clients.

So where are we?

You’ll find us in London, UAE and Sydney wherearewe-map

Want to know more?

Get in touch today to discuss your next project, idea or if you just want to meet up for a coffee.

Contact Us