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In a world obsessed with metrics and impact, what happens when you let go of the numbers and focus on something deeper? In 2024, alongside Radi, I co-founded Crescent Creatives in London—a design community built to connect, empower, and uplift Muslim and ally designers. What started as an experiment has grown into a thriving space of over 100 members and 500+ event attendees, all built organically. No ads. No gimmicks. Just word of mouth and shared purpose.
Our story isn’t about scale; it’s about proving that meaningful, quality connections are the ultimate measure of success.
Why Community Matters
Communities are more than just gatherings—they're support systems that inspire, uplift, and drive growth. Research shows that social connections predict happiness more than income or professional success (Diener & Seligman, 2002).
Design can be isolating, especially for underrepresented designers. Long hours pushing pixels, working solo—it's easy to feel alone. Crescent Creatives was founded to change that. By creating a safe, inclusive space, we’re helping designers grow, connect, and thrive. Sharing opportunities and learning from others is a "growth hack" for personal and professional success (Harvard Business Review, 2020).
And when things get tough, motivation can drop. We've all faced moments of self-doubt, burnout, and uncertainty. Having the right people around you—people who understand your challenges—can reignite your motivation and help you push forward. Community gives you the support to navigate the low points in your career and emerge stronger.
Why Organic Growth Wins
From the start, we made a deliberate choice: no chasing numbers. Our focus was on real, lasting relationships. Organic growth may be slower, but it’s stronger.
People showed up because they cared—and they invited others who cared. This built a community where trust and collaboration thrive. Studies show that organically formed groups develop higher trust and sustained engagement (Putnam, 2000).
By valuing quality over quantity, we’ve created a space where people truly belong.
How We Built Something Different
Metrics are fleeting, relationships are long lasting. We reimagined what design events could be—focusing on practical skills, real-world insights, and representation.
Key Highlights:
Design Interview Workshops: Hands-on practice with whiteboard challenges and app critiques. Leaders from Google, Meta, and Shopify shared real insights.
Portfolio Reviews: Industry leaders like Peter Gould offered direct feedback to help designers build confidence and land roles.
Lightning Talks at Meta: Community members took the stage, sharing their journeys and inspiring others.
The result? Designers landed jobs, grew in confidence, and began mentoring others. It wasn’t just about skills—it was also about building belief.
The Impact of Representation
Representation is at the core of Crescent Creatives. We wanted designers to see leaders who look like them and show that their dreams are achievable.
Companies with diverse leadership are 35% more likely to outperform competitors (McKinsey & Company, 2020). Our events highlighted diverse voices, proving that success is possible for everyone.
Seeing someone like you succeed sparks belief—and that’s the ripple effect we’re creating.
Stories That Stick: A Personal Reflection
Looking back on 2024, I realise how much we accomplished. It’s easy to forget the effort that went into building this community—the countless events, the workshops, the connections made. But these are the memories that last.
I can't wait to reflect back in a few years with friends and community members about our early-stage, tight-knit meet-ups at the Meta office—laughing during whiteboard challenges and exchanging feedback during critiques. Giving back to my home city and planting new seeds for future growth has been deeply meaningful for me.
Virtual Impact vs. In-Person Connections
Before Crescent Creatives, my work was mostly online—YouTube videos, Figma templates, and mentoring. The global reach was powerful. But in 2024, I wanted something more personal.
Building an in-person community in London created a unique energy. Recognizing familiar faces and sharing real conversations has an impact that virtual spaces can’t match (Yale School of Medicine, 2021).
What’s Next for 2025?
We’re just getting started. Here’s what’s next:
More Practical Events: Workshops on interviews, portfolios, and design critiques.
Job Connections: Partnering with companies to unlock more opportunities.
Upskilling the Muslim Tech Community: Empowering designers to lead in a growing industry.
Expanding Our Team: Bringing more people on board to grow Crescent Creatives.
If you’re a designer looking for a space to grow, connect, and thrive—or if you want to support us reach out or share this with others. Together, we can continue building a community that uplifts, inspires, and opens doors to new opportunities.
A big thank you to Radi, Ruban Khalid, Yutong Xue, Frank Bach, Frank Scimone, Meg Rye, Tyra Alexander, Adeeb, Peter Gould, Asif, James Borros, Victor Ng, Mustafa Kurtudlo, Zeeshan, Nossaiba—and so many others.
References
Diener, E. and Seligman, M.E.P. (2002). Very Happy People. Psychological Science, 13(1), pp.81–84.
Harvard Business Review. (2020). Why Mentorship Matters for Underrepresented Groups. Available at: https://hbr.org
McKinsey & Company. (2020). Diversity Wins: How Inclusion Matters. Available at: https://www.mckinsey.com
Putnam, R.D. (2000). Bowling Alone: The Collapse and Revival of American Community. New York: Simon & Schuster.
Bettermode. (2023). How to Build a Community Organically from Scratch. Available at: https://bettermode.com
Yale School of Medicine. (2021). Principles of Community Engagement. Available at: https://medicine.yale.edu
