My Story

Hoi! Let me introduce myself.

My name is Rashad, originally from Lebanon, and I am a digital content creator. I could tell you I moved here from Dubai to start the next or to be the next Gerard Heineken but that won't be entirely true. I came to The Netherlands because I wanted to live in a place where I can express myself, my gender identity, and my values freely. I wanted to be surrounded by culture, diversity, and authenticity. Most importantly I wanted to connect with communities of young enthusiasts who are striving for a better world through what they do and how they lead their lives.


When I started Eleven Percent in 2016, I just wanted to escape the 9 to 5 routine and be in control of my creative expression and freedom. What I didn't anticipate then was how much more I was about to receive. I tapped into the world of entrepreneurship through which I got introduced to many influential people locally and internationally. I was a finalist for the Entrepreneur of the Year award in 2018, and again for The Micro Business of the Year in 2019. In the same year I was granted my Startup visa to move to Holland. Because of all these incredible events in my journey I have the opportunity today to work with many cool brands which I love creating for. 

I do a lot of the work myself but I also work with several highly talented and experienced photographers, web developers, copywriters and marketing specialists in The Netherlands when needed. My goal is to keep helping people and brands achieve their goals through content. I love creating solutions and it pays off for me when my clients come back for more which is almost always the case. I also want to contribute to environmental initiatives and to take part in empowering sustainable efforts.

Why call it Eleven Percent?

I get this question a lot. When I first started Eleven Percent back in 2015 in Dubai, I wanted to support humanitarian causes from the profits I make. Since 11 has always been my favorite number I decided to donate 11% from my profits per project to less known NGOs who are doing the hard work to keep communities, children, and families alive, safe, and have access to clean water and medication. I was able to support quite a lot of causes during the 4 years I was in Dubai. 

When I moved to Holland, I decided that I now want to support causes I care about through my design work rather than from the money I make. I have kept, nonetheless, my business name the same to honor the history of how it all started and to keep the story of Eleven Percent alive. 

My Clients

Black Iris

I asked some of the awesome people I work with to send in a few lines about their experience, and I would like to share them with you:

Marcel Van Wolveren

Entrepreneur in the
plant-based economy

Rashad is extremely dedicated and professional with a great sense of brand development and strategy. He is truly a partner who can work with you to take your brand and all its manifestations to the next level. Fast, helpful and with a great price-quality ratio.

Madelon van der Tol

Marketing & Growth Strategist
Founder: September Growth

I worked with Rashad on branding and based on my experience I can recommend working with him! Rashad understands the emotive aspects of pack design and brand design, and knows how to develop a brand visual identity from a creative standpoint. He sees the big picture while paying attention to detail. Rashad is also very responsive and communicative, making it easy to work with him.

Sherif Abaza

Chief Growth Officer:

Rashad is a pleasure to work with. He blends in completely with his client and becomes an extension of the team. Fast, efficient and very creative, we are very pleased with our collaboration with him and hope to continue to do more great design work in the future.