Erum Durrani's art lives between two worlds but has one identity

Erum Durrani is a visual designer working in art and design since 2009. Hailing from Pakistan and based in Abu Dhabi, by day, she's a digital designer — juggling graphic and web projects using Adobe Creative Suite, crafting seamless UX flows in Figma, and also experimenting with Generative Al.

- Muhammad Yusuf, Features Writer

But when she’s off the 9 to 5 clock, you'll find her sketching vibrant digital illustrations or getting hands-on with oil, acrylic, and watercolour — always chasing the next spark of inspiration. From pixels to paint, she says, her creative journey has always been about storytelling. As a digital artist, concept designer and visual storyteller, she has spent years crafting immersive narratives — whether through carefully designed branding elements, attractive marketing visuals, or conceptual artworks that explore new perspectives. Erum Durrani speaks to Gulf Today

Has it been easy for you to work both in the commercial and aesthetic sides of art?

Embracing both the commercial and aesthetic sides of art has been one of my richest creative challenges. At first glance, they may feel like opposite ends of a spectrum — one driven by client goals and timelines, and the other by personal exploration and emotional release. But I’ve found they actually fuel and balance each other beautifully. In my commercial work, I partner closely with clients to understand their brand values, audience needs, and project objectives. On the other hand, outside of client briefs, my studio practice is an unrestricted playground. There I let intuition guide me, experimenting with colour, form and narrative, just for the joy of creating. Moving between these worlds keeps my vision fresh. Techniques I discover in personal work often spark innovative concepts I pitch to clients, while the structure of professional assignments ensures my creative experiments stay grounded and goal-oriented.

What inspires your artworks?