Kheireddine Sidhoum is Co-CEO & Chief Creative Officer at Dragon Rouge, where he leads creative excellence across the agency’s global network.

Raised with a passion for science, rap and graffiti, he sharpened both curiosity and expression long before discovering design. With no formal training, he entered the field almost by accident in 1998, quickly finding in branding a place where culture, observation and creativity collide.

His journey has taken him from Paris to New York, from international design studios to founding his own agency, and today to the global leadership of Dragon Rouge. Along the way, he has guided the transformation of brands across industries, helping them evolve without losing their essence.

Kheireddine is recognized for uniting strategic clarity with bold creative vision, and for championing design as a catalyst for change. His work has earned multiple international awards, on a path defined by curiosity and a belief in creativity that stays raw, real and connected to culture.