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  <title><![CDATA[SIGNAL]]></title>
  <link>https://itsmahmoud.com/</link>
  <description><![CDATA[Case studies, experiments and field notes from a decade of creative direction across brand systems, product design and emerging technology.]]></description>
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    <title><![CDATA[Start here: how this log works]]></title>
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    <pubDate>Tue, 11 Aug 2026 18:29:59 +0300</pubDate>
    <dc:creator><![CDATA[Mahmoud Sobhi Ali]]></dc:creator>
    <category><![CDATA[The Practice]]></category>
    <description><![CDATA[Every project that ships gets an entry: the brief, the calls I made, and what it moved. Here is how the format works and how to publish your first case.]]></description>
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