Last week I was at All Flows, a brilliant creative conference held in Milton Keynes, and was enjoying a fascinating talk by Nada Hesham, founder and chief creative officer of 40MUSTAQEL, an independent graphic design studio based in Cairo.
She was busily talking through the work of her practice, which expertly navigates the complex cultural demands of clients in Egypt and elsewhere in the Arab world. And then said something that made the entire room laugh, nod and visibly squirm in recognition.
