FADY SELEEM — PORTFOLIO — FADY SELEEM — PORTFOLIO — FADY SELEEMFADY SELEEM — PORTFOLIO — FADY SELEEM — PORTFOLIO — FADY SELEEMFADY SELEEM — PORTFOLIO — FADY SELEEM — PORTFOLIO — FADY SELEEMFADY SELEEM — PORTFOLIO — FADY SELEEM — PORTFOLIO — FADY SELEEMFADY SELEEM — PORTFOLIO — FADY SELEEM — PORTFOLIO — FADY SELEEMFADY SELEEM — PORTFOLIO — FADY SELEEM — PORTFOLIO — FADY SELEEMFADY SELEEM — PORTFOLIO — FADY SELEEM — PORTFOLIO — FADY SELEEMFADY SELEEM — PORTFOLIO — FADY SELEEM — PORTFOLIO — FADY SELEEM
FADY
SELEEM
PORTFOLIO

Table Diplomacy

Six family kitchens, five brand voices, one running theory: nobody agrees on anything until the plate is empty.

Fady Seleem  ·  fady.seleem@icloud.com
Long-Form Series

Table Diplomacy

Every family has a dish that ends the argument, or starts a new one. Six essays, one running theory. Tap any card to read the full piece.

Molokheya Diplomacy
The stew that could end a war, or at least a Thanksgiving argument.
Tap to read →

Let me tell you about the one dish that could probably end a war, or at least a Thanksgiving argument. Molokheya. A dark green, garlicky, slightly divisive stew that Egyptians will defend with the same intensity Americans reserve for arguing about the correct way to make chili, or whether a hot dog is a sandwich.

It looks, to the uninitiated, like something a swamp produced on a bad day. There is no in between: you're either seduced for life or running for the rice bowl.

My grandmother made it with total confidence and zero written recipe. Garlic sizzled until the kitchen surrendered. Poured hot over rice like it had somewhere important to be.

Politics changes. Presidents change. Somehow molokheya stays exactly, stubbornly, deliciously the same.

👇 Are you team Molokheya, or does the "swamp green" texture scare you off?

Kebab Diplomacy
Every family has an uncle who runs the grill like foreign policy.
Tap to read →

The Egyptian kebab does not do subtlety. Charred in the right places, dripping enough fat to make a cardiologist nervous and a grandmother proud.

Every family has an uncle who considers himself the unofficial Minister of the Grill. Nobody was allowed to touch the skewers except him. Democracy stopped at the edge of that grill.

Kebab was never "elevated." It just keeps showing up smoky, aggressive, confident, and somehow still the thing that gets an entire table to stop arguing, at least until the plate is empty.

👇 Who's the Minister of the Grill in your family?

Dolma Democracy
Tight roll, loose roll: nobody agrees, everybody's certain.
Tap to read →

Dolma is proof that humanity's first instinct, faced with a perfectly good grape leaf, was not to leave it alone.

Every family has a rolling system. Tight versus loose. Nobody agrees, and everybody is convinced their method is the original one.

Then you eat one, still warm, a little tart from the lemon, and every disagreement about rolling technique evaporates instantly.

👇 Tight roll or loose roll, where do you stand?

Cannelloni Consensus
A tube of pasta with full benefits and a corner office.
Tap to read →

Cannelloni is what happens when Italy looks at a tube of pasta and decides it deserves a job. A stuffed, baked, cheese blanketed job with full benefits.

The filling is where negotiations begin. Ricotta or bechamel. Every household has its platform, defended with total confidence.

No matter how chaotic the filling process, the whole dish comes out unified. Bubbling. Golden. Completely uninterested in the disagreements that built it.

👇 Ricotta or bechamel, pick your side.

Seafood Lasagna Summit
The diplomatic incident nobody asked for and everybody secretly enjoys.
Tap to read →

Traditionalists consider it borderline treason, a betrayal of the sacred beef and ricotta accord. And yet here it is, layered, confident, completely unbothered.

There's always one person who refuses to try it on principle. They get proven wrong within one bite.

It layers the seafood proudly, bakes it golden, and dares the room to have an opinion. The room always does.

👇 Would you try it, or are you team "lasagna doesn't swim"?

Thanksgiving Turkey Accords
A congressional hearing, held annually, over stuffing.
Tap to read →

Thanksgiving turkey gets a full congressional hearing every year, complete with heated debate and family factions.

Someone wants chestnuts, insisting it's "traditional." Someone else campaigns hard for the fruit and nut coalition.

By dessert, every disagreement gets forgiven, or at least postponed until next year.

👇 Nuts in the stuffing, yes or no?

Brand Work

Brand Campaigns

Five brand campaigns covering a range of voices and categories.

Grocery Market
Brand-voice campaign
Long-Form Editorial
"The Green Everyone Argues About, Until They Don't" — There's a stew that shows up at nearly every Egyptian table, and almost no one agrees on how to feel about it before they've tried it. Molokheya asks for a second look, and almost without exception, the people who give it that second look become the ones who can't stop making it. Serves 8. Ready in 10 minutes. Best eaten with an open mind.
Packaging — Front Panel
Slow-simmered. Deeply green. Impossible to argue with.
In-Store Signage
This week's most divisive green. Try it before you judge it.
Promotional Email
Subject: The dish that ends dinner-table arguments (mostly) — Some stews are polite. This one isn't.
Mersal
Modern Middle Eastern restaurant brand
Overview
Mersal (Arabic for "sent" or "messenger") brings dishes like molokheya, kebab, and dolma to a modern American audience without diluting them.
Menu — Opening Line
"We didn't simplify anything. We just plated it properly."
Menu — Kebab
Charcoal-grilled, 70/30 blend, rested three minutes. No fork required, no apology offered.
Promotional Email
Subject: We're not here to make it easy for you — Mersal opens this month with a menu built on dishes that have been starting dinner-table arguments for generations.
Harvest Table Co.
Seasonal produce box brand
Box Insert Copy
This week's box has opinions. So will you.
Long-Form Editorial
"The Vegetable Everyone Pretends to Like" — Brussels sprouts have an image problem they don't deserve. Roasted properly, they're a completely different vegetable, the first thing gone at the table.
Email
Subject: Your box picked a side this week (it's brussels sprouts) — Preview: Charred, not steamed. We don't do sad vegetables here.
Ninth Plate
Premium prepared-food & catering house
Platform
"The meal is not over when the plates are clear."
Editorial — "The Course Nobody Planned"
The best part of dinner rarely arrives on the menu. We call it the ninth plate: the course beyond the course.
UX Copy
Guest helper: "Plan for 8. Feed 10. The table will decide."
Product Story
Roasted Saffron Chicken Tray — "Feeds the people who stayed." Serves 6–8 as a main, or 10 alongside a full spread.
Saffron Signal
Discovery-led food platform
Platform
"Follow the ingredient. Find the story."
Editorial — "Every Ingredient Has an Address"
A jar of tahini can be a condiment, a breakfast, a debt to a grandmother, or the beginning of an argument about whether it belongs in the fridge.
UX Copy
Producer card: "Made by people who know the difference."
Product Story
Single-Origin Tahini — "Not a sauce. A position."
Craft

Technical Craft

Recipe scaling, UX microcopy, product listings, and enhanced product content, combining technical precision with voice.

Recipe scaling ratios, UX microcopy, and product listing structure for the Table Diplomacy retail line.

DOLMA — SCALING FROM 6 TO 24 SERVINGS
ComponentBase (6)Scaled (24)
Grape leaves60 leaves240 (+24 lining)
Short-grain rice2 cups8 cups
Olive oil1/2 cup2 cups
Water4 cups16 cups
UX MICROCOPY — HOSPITALITY CATER PLATFORM
MomentCopy
Empty cartYour cart is feeling a little light. Let's fix that.
Checkout buttonBring It To My Table
Order confirmationYour feast is on its way. The table is waiting.
Out-of-stockThis dish is currently out of stock. It's taking a well-deserved nap.
Approach

Strategic Approach

VOICE & TONE FRAMEWORK
AttributeSpecification
VoiceWarm, approachable, confident
ToneSlightly witty, never condescending
Reading level6th–8th grade
Paragraph length3–5 sentences max
CAMPAIGN METRICS
MetricRangeIndustry Benchmark
Email open rate27–41%~25%
Conversion rate2.9–6.2%~2.0%
Banner CTR1.6–2.8%~1.2%

Three-layer approach: emotional layer connects with memory and tradition, informational layer delivers clear benefits, conversion layer gives a specific, compelling call to action.