Ngau Xe Ôm


Photography book / 8.5" x 11" / Perfect Bound / 92 pages / 110lb Satin Cover / 80lb Satin Text Paper / 2026

In the chaotic, beautiful tangle of Ho Chi Minh City's streets, one figure has long defined the rhythm of urban Vietnamese life: the xe ôm driver. Xe ôm means motorbike hug — a name earned from the intimacy of passenger and driver pressed together through the city's relentless traffic. For decades, these men were the connective tissue of the Vietnamese street, ferrying strangers through alleyways and boulevards for a few thousand dong.

Ngầu Xe Ôm is a photographic portrait of these men at the precise moment of their disappearance. As Grab and Gojek colonise the Vietnamese market, the informal xe ôm trade is quietly dying. The men who spent their lives waiting for fares on street corners — smoking, dozing, staring into the middle distance — are being replaced by an algorithm.

What photographer Ibraheem Youssef found, documenting them over time, was something he did not expect: an extraordinary, effortless cool. In Vietnamese, the word for it is ngầu. It has no precise English translation. It means something tougher and more weathered than cool, more earned than stylish, more defiant than relaxed. These men, sprawled across their bikes with the unhurried authority of men who own the street, have ngầu in abundance.

The book makes no argument and offers no elegy. It simply looks. Each photograph is a study in stillness: a man and his machine, occupying space with complete conviction, indifferent to the city rushing past them.

Ngầu Xe Ôm is trilingual, in Vietnamese, French and English, reflecting Vietnam's layered colonial history and its restless contemporary identity. It is a document of working-class dignity, a record of a vanishing culture, and a celebration of the particular kind of human beauty that asks nothing of anyone and impresses everyone anyway.

Visuali Exotica Vol. 1


Photography Inspiration Lookbook / A4 / Perfect Bound / 200 pages / 100lb Satin Cover / 80lb Gloss Text Paper / 2024 ~ ongoing

Step into a realm where boundaries dissolve and imagination knows no limits. Visuali Exotica Volume One Look Book emerges as a testament to the pulsating energy of global creativity, an audacious exploration of design’s cutting edge that traverses the world’s most dynamic urban landscapes.

From the neon-drenched alleys of Tokyo to the sun-kissed modernist visions of Dubai, from Seoul’s digital dreamscapes to Montréal’s artistic rebellion, we’ve curated a visual odyssey that defies convention. This is not merely a collection of images – it is a manifesto of contemporary visual culture, a carefully orchestrated symphony of street art, avant-garde design, and raw urban energy.

In Milan, we discover how classical beauty evolves in the digital age. Bangkok’s chaos and creativity collide in spectacular harmony. Athens whispers ancient wisdom through modern forms, while Cairo’s timeless soul radiates through authentic derelict expression. Each city contributes its unique voice to this global chorus of visual innovation.

Visuali Exotica Volume One stands as both mirror and window – reflecting the zeitgeist of our time while offering glimpses into tomorrow’s aesthetic frontiers. Each page turn reveals another facet of our world’s incredible creative diversity, another spark to ignite your own artistic vision. This is more than a book. It is an invitation to see the world anew, to find inspiration in unexpected corners, and to imagine possibilities yet unexplored.

Welcome to the vanguard of our visual culture.

Welcome to Visuali Exotica

Visuali Exotica The Sketches


Sketch Inspiration booklets / 5.5” x 8.5” / Staple Bound / 24 pages / 100lb Gloss Cover / 80lb Gloss Text Paper / 2024

Born from the intersection of art, graphic design, and fashion, the Visuali Exotica sketch collection represents a bold reimagining of what a fashion collection can be. Over the course of two intense months, hundreds of sketches flowed from the tips of simple Pentel Felt pink and blue markers, each stroke a step towards redefining the boundaries of creative expression in signature Fabriano Notebooks.

From this prolific outpouring, a select few emerged – chosen not just for their aesthetic appeal, but for their power to challenge, provoke, and inspire. These sketches, with their deceptively simple two-tone palette, blur the lines between disciplines, inviting viewers to question where graphic design ends and fashion begins.

The Visuali Exotica collection is more than just a prelude to fabric and form; it is a statement about the very nature of creativity in our complex world. Each sketch is a window into a vision where everyday objects transform into wearable art, where typography becomes texture, and where cultural symbols merge into new, boundary-pushing silhouettes. In their raw, unrefined state, these sketches capture the pure essence of Visuali Exotica – a Collezione that dares to see the extraordinary in the ordinary, and challenges us all to rethink the very concept of a "collection." This is not just fashion; this is a visual manifesto for a new era of design.

Congrats it’s a brand!


Brand Design Guidebook / 6.14" x 9.21" / Perfect Bound / 28 pages / 110lb Satin Cover / 80lb Satin Text Paper / 2023

"Congrats! It's a Brand!" is a brand guidebook designed for our class presentation for students at the Toronto Metropolitan University. Written in a breezy, encouraging tone, it's pitched as a fun, no-degree-required guide for anyone—from handmade jewelry sellers to freelance designers—who wants to build their own brand identity.

The book opens by making the case for branding: in a world flooded with options, a strong brand helps you cut through the noise, tell your story, and connect emotionally with the people who share your mission. It frames brand-building not just as a marketing exercise but as a journey of self-discovery that reveals your passions, values, and goals.

The core of the book is a 10-step process, with each step paired with a hands-on activity and space to write or sketch. It closes with a "What's Next?" section offering seven tips for growth: test your brand, dive deeper into areas that excite you, build a brand style guide, establish a digital presence, network and collaborate, stay flexible, and keep it real. The final message: stay authentic and bring your brand to life.

Café Olimpico a love letter


Photography book / 6.69” x 9.61” / Perfect Bound / 188 pages / 130lb Matte Cover / 100lb Satin Text Paper / 2023

This 188-page photography book is a love letter to Café Olimpico, the iconic Montréal café on St. Viateur. Born from the author's conviction that no café anywhere in the world matches Olimpico—a place special enough to be one of the main reasons he moved to the city—the book sets out to share that experience with readers.

Through its photographs, the book captures Olimpico as an anchor of Montréal life: a place open from 6am to midnight where the whole city congregates. It documents the moments that unfold there daily—people studying, going on dates, falling in love, reconnecting with friends known for decades—and the seasons transitioning beyond the window as life passes by on St. Viateur.

At its heart, the book is a portrait of people. It honors the staff behind the bar, the "beating heart" of the place, and the Olimpico family—John, Vicky, and Joe Vannelli—who have turned their café into a home for the city, offering warmth, great service, and a one-of-a-kind experience found nowhere else.