Who Is Ilyas Megarbi?

Ilyas Megarbi is a brand designer and the founder and creative director of Infinite Design, a studio that builds brand identities, websites, and pitch decks for startups and growing businesses worldwide.

He has been designing brands for over ten years and has worked with more than 500 businesses in that time. Since founding Infinite Design in 2023, the studio has built 134 of them. He is also a content creator, a filmmaker, and a fairly committed traveler, though none of those pay the bills.

This is the short version. What follows is the longer one.

It started in M'diq

Ilyas was born and raised in M'diq, a small seaside town on the northern coast of Morocco. It is the kind of place where nobody grows up planning to build brands for companies on the other side of the world, largely because nobody has told them it is an option.

He was studying mechanical engineering at the time. The design work started in his bedroom, on the side, in the hours around coursework. It was not a plan and it was certainly not a business. It was the thing he kept choosing to do when he had a choice.

The engineering did not go to waste. Anyone who has watched him build a brand system will recognize the training in it: the insistence that the parts fit together, that the thing holds up under load, that a decision made on page one is still true on page forty. Mechanical engineering teaches you that a design is not finished when it looks right. It is finished when it works under conditions you did not get to choose. That is also, more or less, the definition of a brand.

Ten years, several hundred businesses

He went freelance before he founded anything. That decade is the part of the story that gets skipped in most founder bios, and it is the part that matters most, because it is where the reps happened.

Hundreds of businesses. Different countries, different languages, different budgets, different levels of certainty about what they actually wanted. Logos for people who needed a logo and logos for people who needed something else entirely and did not know it yet. Small local shops and companies with global marketing departments. Projects that went beautifully and projects that taught him more.

Across the decade, more than 500 businesses passed through his hands.

That volume is not a boast. It is an explanation. There is a specific kind of judgment that only comes from having been wrong in public a few hundred times, and it cannot be shortcut by reading about design or by watching someone else do it.

Why he built a studio

The pattern that pushed him from freelance to founder was one he watched repeat for years.

A founder needs a logo. Then a deck for the raise. Then a landing page. Then twelve ad variants because the first three did not perform. And at that exact moment, every available option breaks. Hiring in-house is too big a commitment for a company still finding its footing. Freelancers vanish mid-project. Agencies quote three weeks, bill by the hour, and hand the work to whoever is free that Tuesday.

So in 2023 he built the thing he would have wanted on the other side of that table. One flat monthly price. Unlimited requests. Senior designers only. First draft back in about 48 hours. No contract holding anyone in place.

That was the point where a decade of individual projects became a studio. It has built 134 brands since.

Infinite Design runs a Morocco-based team of senior designers. That is a deliberate decision rather than an accident of geography. Hiring locally funds genuine seniority instead of city-center overhead, and the saving goes to the client. He is straightforward about this when clients ask, because a buyer who cannot explain a price to themselves will invent an explanation, and the invented one is always worse than the truth.

The part he is most stubborn about is the capacity cap. The studio limits how many clients it takes at once, which costs revenue in the short term and is exactly why it works. The person who starts a project is the person who finishes it.

What he actually does

The title is founder and creative director, which in a founder-led studio means four jobs rather than one.

He sets the creative standard for what leaves the studio. The seniority promise only means something if someone with a decade behind them is holding the line on it, and that is his job every day.

He built and leads the design team.

He designs the business itself. Pricing, plan structure, capacity limits, the pause and cancel policy, the refund position. The recurring theme in all of it is removing risk from the client and keeping the promises small enough to actually keep.

And he is the studio's public face. He writes, he teaches, and he takes the calls himself.

What he believes about design

If you want the one idea underneath everything he makes, it is this:

A brand can be built from almost anything.

A line. A circle. Three shapes that have no business being next to each other. On its own, none of that means anything, and it is not supposed to. The material is almost never the point.

Branding is the act of bringing it to life. It is the system, the repetition, the discipline, and the accumulated context that turn arbitrary shapes into something a person recognizes across a shelf, a feed, and a five-year gap. The mark does not arrive carrying meaning. It earns meaning by being used well, consistently, for a long time.

This belief has consequences, and most of them are unpopular with people selling design:

• It means the logo matters far less than most designers claim, because the logo is the raw material, not the value.

• It means color psychology is mostly nonsense, because color has no inherent meaning either. It acquires meaning the same way the shapes do.

• It means the system is the deliverable. A beautiful mark with no system behind it is a drawing, not a brand.

He writes about all of this here, at length, and occasionally with less diplomacy than clients expect.

What he does not do

He does not sell courses. There is no coaching program, no paid community, no cohort, no funnel waiting at the end of an email sequence.

He teaches what he knows for free and makes his money designing. In a field increasingly populated by people who stopped doing the work and started selling the idea of the work, that distinction is worth stating once, plainly, and then getting on with it.

Away from the desk

He is a content creator, and he came to it the same way he came to design, by doing it long before it was a strategy.

Filmmaking and travel are the two things that keep his attention outside of client work. He is based wherever he happens to be, which for the past several years has been a moving target. Some of that shows up in the work: photography, light, framing, and pacing are not separate skills from brand design so much as the same instinct pointed at a different problem.

The rest of it is just what he does on weekends.

Where to find him

There are two doors, and they lead to different places on purpose.

If you have a business and the brand has fallen behind it, that is what Infinite Design is for. Brand identity, websites, and pitch decks, built by senior designers on a flat monthly fee, or as a fixed four-week engagement if you need the whole identity in one go. He takes the first call himself, and if the honest answer is that you do not need this yet, he will say so.

If you are here for the work rather than the hire, everything he writes lives on this site. Branding, design, AI, and the reasoning behind decisions that usually get presented as taste. He is on LinkedIn, Instagram, and YouTube under the same handle, and posts more or less constantly.

And if you would rather not rely on an algorithm to decide whether you see any of it, the newsletter is below. It is free, there is nothing waiting behind it, and it goes out when there is genuinely something worth sending.